Jordan Ogren

July 2, 2021

Don't be stupid and build on rented property.

Why do you build an audience?

So, you can distribute your content to them, have a conversation with them, and eventually get them to buy from you.

It's about building a connection with them that you own.

The issue is when you think you're building an audience that you own, but really, you're building on rented property.

If you want to talk with your Facebook followers, you can, but only 5.2% will likely see your content.

Compare that with email, which gets your content in front of around 20% of your audience. 

(For my emails, I get around 30% opens.)

Even LinkedIn, compared to Facebook, offers more ownership of who gets to see your content.

That's why I want to share this visual I created, which shows the hierarchy of platform ownership. 

Note: Every social media platform has minimal to no ownership. But I do think some give you more ownership in terms of the connection you have with your audience.


(Please don't judge my drawing ability)

The goal is to have your audience in the lower parts of the pyramid.

If you find that most of your audience is at the top of the pyramid, you're limiting your ability to have access to your audience.

The same audience you've busted your balls for (pardon my Mandarin) you can't even talk to.

No matter where you are in your career or how big your business is, it's critical not to put your eggs in the top baskets.

Focus on building your email list and website subscribers (blog) instead of putting all your time into getting more {insert social media} followers.

What are your thoughts on the topic of ownership? Do you view building on rented land as bad as I do?

I would love to hear your thoughts on this one!

🧠 // JO