Technology changes quickly, as do the laws that go along with it. One of the most prominent proposed changes is the U.S. government banning TikTok, a social media app based in China that provides short-form video content to users globally.

Even if that change goes through, it’s an important reminder for users to be mindful of the concept of owned vs. leased media. 

What is owned media space?

Owned media space refers to digital properties that a business or individual has full control of. These platforms are typically owned or operated by the entity itself. Examples of owned media include but are not limited to a company website, a branded mobile app, or email lists. 

These mediums are typically not subjected to constantly changing policies, thus not likely to be putting a business online in an unstable situation. 

Leased media spaces, on the other hand, refer to digital platforms that businesses utilize but do not own or control. These platforms operate independently, and while most businesses can leverage them to reach wider audiences, they must adhere to the platform’s terms of service and guidelines. Examples of leased media include social media platforms such as Instagram or TikTok, third-party websites, event sponsorships, and marketplace platforms. 

Why It Matters:

Understanding the distinction between owned and leased media space is crucial for businesses looking to establish a sustainable digital presence. While leased media offers opportunities for reaching new audiences and expanding your reach, it comes with inherent risks and limitations. Relying solely on leased media leaves your brand vulnerable to algorithm changes, platform policies, and potential shutdowns (as we’ve seen with the TikTok ban potential).

Investing in owned media provides greater stability and control over your digital assets. By prioritizing your website, blog, and email list, you’re building a foundation that withstands external disruptions. That’s not to say leased media should be ignored – it’s still an important component of your overall digital strategy – but it should complement, not replace, your owned media efforts.

In summary, owned media is like owning your own house – you have full control over the property and its upkeep. On the other hand, leasing media is like renting an apartment – you can make it feel like home, but you’re ultimately subject to the landlord’s rules and decisions.

Regardless of whether or not your content is considered owned or leased media, there are still best practices to adhere to keep your client base if you are on TikTok (or another platform):

Capture Those Emails: In the age of uncertainty, building a solid email list is more valuable than ever. Use this time to encourage TikTok followers to subscribe to your newsletter or mailing list. It’s a direct line of communication between you and the customers. 

Keep Focusing on Video Content: Just because TikTok might be out of the picture doesn’t mean you should abandon video content altogether. Platforms like Instagram Reels, YouTube Shorts, and even LinkedIn Video offer new opportunities to engage with your audience through short-form videos. Videos are still king in the social media age and are the most popular form of consumed content.

Old-Fashioned Networking: While digital platforms like TikTok have revolutionized ways for creators and customers to interact, there’s still an immense value in face-to-face connections. Attend industry events, join local business groups, and don’t underestimate the power of getting to know your customer’s pain points in person.

Adaptability is key when showcasing your business online; the businesses that can pivot with grace and flexibility will emerge stronger on the other side.

So, while TikTok may offer a platform for creativity and audience engagement, it’s not the only tool your business should be relying on. By investing in owned media channels like your website, blog, and email list, you’re building a digital foundation that’s resilient to external disruptions. 

Sources:

https://www.npr.org/2024/04/24/1246663779/biden-ban-tiktok-us