Take control of your publishing platforms and talk directly to your audience

Independent media publishers struggle to connect with their audiences online. Social media platforms, which were once thought to be open spaces for sharing content, now use hidden algorithms that decide what we see.

To ‘take back control’ (to quote an infamous campaign...), publishers could use direct methods, like Signal, WhatsApp, Telegram, Matrix, email, and text messages. These tools help publishers create a dedicated and interested audience that isn't affected by social media algorithms.

These channels have several benefits. First, they help publishers form a closer relationship with their readers. Unlike social media posts that can get buried under lots of other content, messages sent through these platforms usually get more attention.

Second, these channels create a controlled space where publishers can talk directly with their audience, building trust and a sense of community. This direct connection can lead to more meaningful conversations and useful feedback for journalists and content creators.

However, there are some drawbacks. Depending only on services like Signal, WhatsApp and Telegram has risks. These services follow the rules and decisions of their parent companies, which might pull the plug on these apps - or change them in unwanted ways.

To reduce this risk, publishers could look into self-managed and decentralised options. For example, Matrix provides an open-source platform for secure, decentralised messaging, similar to Slack or Discord. Element is a well-known app that uses Matrix.

Similarly, email and text message lists can be managed independently, ensuring publishers keep full control over their audience data and communication methods.

Email lists, in particular, are still a strong way to reach your audience directly. They are less likely to be impacted by changes in algorithms. Text message lists, though possibly more expensive, also offer a direct and quick way to reach audiences, especially those who aren't active on social media or messaging apps.

Independent media publishers should start looking into direct messaging to build a loyal and engaged audience. While services like Signal, Telegram and WhatsApp offer quick benefits, exploring self-managed and decentralised options can provide long-term stability and control.