You are no longer just a brand—you are a media company.
As a branding professional, I constantly explore the intersection of big ideas and how they connect people. Today’s digital shift offers new opportunities to study how brands engage in a world overflowing with information and limited by time. In a previous insight (Skip the Pitch; Share Your Story), I discussed how social media has become the ultimate equalizer. You are no longer just selling a product—you are sharing your story.
Social media has rapidly become the pulse of modern communication. Overused hashtags not only spark movements but also create communities and drive conversations.
The Rise of Social Media
Recent data shows that the average person spends about 2 hours and 24 minutes on social media daily. For teenagers in the United States, this number climbs to an average of 4.8 hours per day. These figures highlight the growing influence of social media on communication, culture, and commerce.
Video content now dominates platforms like Instagram, TikTok, and Facebook. Social media is quickly becoming the new television—if it hasn’t already.
The need to be seen has fueled the rise of influencers. What began as a simple “Follow me, and I’ll follow back” has evolved into “Follow me so I can get paid.” With more followers comes a larger audience, effectively turning your brand into a social communication channel.
Your Profile Is Not Your Platform
Many people believe their social media profiles are their platforms. NEWS FLASH! Your Twitter page is not your platform. Neither is your Instagram profile or any other social media page you don’t own.
The Price of Free Platforms
Here’s the truth: if it’s free, you are the product. Artificial intelligence and machine learning have turned every moment of our day into monetizable data. Data breaches at Facebook, Twitter, and Google reveal a critical fact—it’s not the platforms being monetized. It’s us.
This reality is especially concerning for Black and Brown communities. These voices, historically marginalized, risk further exploitation by relying on platforms they do not own. Ownership isn’t just about autonomy—it’s about protecting our stories, amplifying our voices, and ensuring our narratives endure.
In today’s climate, the attack on free speech and the rise of social censorship create a dangerous environment. Dissent and disagreement often lead to cancelation or de-platforming. This underscores the importance of owning your platform. In the Web3 era, characterized by decentralization and user ownership, building and controlling your content is more critical than ever. Without ownership, your voice remains vulnerable to external control.
From Platform to Infrastructure
Owning your platform means more than reclaiming autonomy—it’s the foundation for growth and scalability. By using technologies like blockchain and artificial intelligence, creators can transform their platforms into thriving ecosystems.
- Decentralization: Blockchain enables peer-to-peer interactions, reducing reliance on intermediaries. Platforms like Lens Protocol allow creators to retain ownership while monetizing their networks.
- Scalability: Ownership enables expansion into e-commerce, digital courses, or community-driven initiatives, creating sustainable income opportunities.
- Community Building: Platforms rooted in ownership foster authentic engagement. Tokenized ecosystems give users a stake in success, allowing them to participate in governance and share in prosperity.
For Black and Brown communities, these tools are particularly vital. They help bypass traditional gatekeepers, fostering systems of wealth, education, and empowerment.
Take Control of Your Content
The most powerful people in the world control the media. If you want to evolve from a brand into a media company, you must command your content and its monetization.
Relying on someone else’s platform comes with risks. The future belongs to those who build and own their domains, transforming platforms into infrastructure that empowers creators and communities. As the digital revolution unfolds, the question remains: Where is your domain?
