Why Social Media is Borrowed Distribution (And How to Build Channels You Own)

In today’s digital age, social media is often the go-to platform for businesses, creators, and influencers to connect with audiences. However, relying solely on social media for distribution is risky. Social platforms are like borrowed land—full of opportunity but subject to change without notice. If you want to grow a sustainable and secure online presence, you need to build distribution channels you control.

In this article, we’ll explore why social media should be used as a stepping stone to grow systems of distribution you own—like email lists, podcasts, SMS, and private communities—and how you can start shifting your strategy today.

What is Borrowed Distribution?

Borrowed distribution refers to any platform or system where you don’t have full ownership or control. Social media platforms like Instagram, Facebook, TikTok, and YouTube fall into this category. While they’re excellent for reaching new audiences, the algorithms and policies that control your reach can change overnight. These platforms decide who sees your content, when they see it, and how often.

If your entire distribution strategy relies on social media, you’re at the mercy of these platforms. Imagine waking up one day to find that your account has been shadowbanned, or that a platform has changed its algorithm, cutting your reach in half. Your audience is there, but you can't access them the way you once did.

The Goal of Social Media: Less Dependency, More Ownership

The primary goal of social media isn’t to make you dependent on it—it’s to help you drive traffic to the platforms that you control. Yes, you want to build a following on social, but the key is to move those followers into owned systems of distribution. Think of social media as a way to attract attention and start conversations, but not where those conversations end.

Why You Need to Build Your Own Distribution Systems

When you build your own systems, you gain control. Here’s why that matters:

1. You Own Your Audience
   Social media platforms own the relationship with your followers. They decide how much of your content is seen. When you bring that audience into your own ecosystem (like an email list or a podcast), you own that relationship. No algorithms can get in the way of your message.

2. Direct Communication
   With owned channels, you can reach your audience whenever you want. You aren’t battling for visibility in a crowded feed. Whether you’re sending an email, publishing a podcast, or texting an offer, your message goes directly to the people who opted in to hear from you.

3. Algorithm-Free Reach
   Algorithms are constantly evolving, and they can drastically affect your social media reach. By building your own distribution channels, you’re no longer dependent on the whims of these algorithms. You set the rules.

4. Long-Term Security
   Social media platforms come and go, but an email list, a podcast audience, or a thriving private community can last for years. These are long-term assets that you can build and nurture without worrying about platform-specific changes.

How to Build Distribution Channels You Own

Now that you know why moving away from borrowed distribution is important, let’s dive into how you can start building channels you control.

1. Build an Email List

An email list is one of the most powerful tools in your arsenal. Email lets you connect directly with your audience on your terms, with no intermediary. Start by offering a valuable lead magnet—something like a free guide, a discount, or exclusive content in exchange for their email address.

Once someone opts into your list, you have a direct line of communication. You can nurture these relationships, share exclusive updates, and even sell your products or services directly through email campaigns.

Pro tip: Use your social media platforms to drive traffic to your email sign-up forms. Mention your lead magnet in posts, stories, and videos to entice your followers to join your list.

2. Start a Podcast

Podcasting is a fantastic way to build a loyal audience. Unlike social media posts that disappear from feeds quickly, podcasts are evergreen. Once someone subscribes, your episodes are automatically delivered to their device.

Podcasts allow you to provide deeper insights and value than a quick social post ever could. They build trust and loyalty, creating an ongoing relationship with your audience. Plus, your podcast episodes can serve as great content to repurpose on social media, driving more people into your owned ecosystem.

3. Leverage SMS Marketing

Text messaging (SMS) is another channel where you have complete control over your distribution. With SMS, your messages are delivered directly to your audience’s phones. It’s personal, immediate, and highly effective.

To build an SMS list, offer exclusive updates, deals, or early access to content in exchange for phone numbers. Since SMS has higher open and engagement rates than email, it’s a powerful addition to your owned channels.

4. Create Private Communities

Private communities—whether on Slack, Discord, or a membership site—allow you to foster deeper relationships with your audience. They offer a space where people can engage more meaningfully than on a public social media platform.

By offering exclusive content, early access, or special perks to members of your community, you create a sense of belonging. These communities aren’t subject to algorithm changes and offer you a stable platform for engagement.

How to Use Social Media to Build These Channels

Social media is still an excellent tool for reaching new audiences and spreading your message—it just shouldn’t be the only tool you rely on. Use social media to lead your followers to your email list, podcast, SMS, or private community. Mention these platforms in your social posts, stories, and bios. Run targeted campaigns to convert social followers into email subscribers or community members.

Social Media is Just the Start

Social media is a powerful tool for discovery, but it’s not the end game. To build long-term, sustainable success, you must focus on moving your audience from borrowed platforms to your own distribution channels. By building an email list, launching a podcast, using SMS, and creating private communities, you secure your audience’s attention—no matter what happens on social media.

Take control of your distribution. Use social media strategically to build systems you own, so that your business can thrive, no matter where the social winds blow.