Welcome to The Redirect Podcast by Black Truck Media + Marketing, where we dig deep into digital marketing trends that affect your brand’s presence — and how to actually do something about it.
In this episode, host Adrienne Wallace talks with Jason Dodge and Derek DeVries about something every brand should hear in 2025: how to stop depending on algorithms and third-party apps, and instead build a future-proof strategy with owned media.
The Problem with Platform Dependency
If your brand exists only on social media, you’re building on borrowed land.
Jason and Derek unpack why third-party platforms like Meta, Amazon, and TikTok might be convenient, but they come with strings attached — from constant algorithm shifts to account bans without explanation.
“You’re subject to their terms, tools, and whims. And you don’t own the audience, the reach, or even the content.” — Jason Dodge
Examples of Platform-Dependent Brands
- Gymshark — Launched through influencer content on Instagram and TikTok.
- Makeup Geek — Built from YouTube fame before larger brands dominated the space.
- Amazon/Etsy Sellers — Many lost control over their customer relationships due to a lack of data ownership.
What Is Owned Media?
Owned media is everything you control outright. No algorithms. No surprise takedowns. Just direct relationships with your audience. Shout-out to Gini Dietrich, developer of the PESO Model, which defines media types and their intersections. Gini says: If you want to truly own it—and never lose it—always publish on your site first and then use those outposts for distribution and promotion.
Examples of Owned Media:
- Your website
- Company blog
- Email newsletter and mailing list
- Podcasts hosted on your server
- Downloadable resources (eBooks, white papers)
- Content management systems (CMS)
The Risks of Relying on Third-Party Platforms
Derek breaks it down: being all-in on a platform like Facebook, Instagram, or TikTok is risky. You can lose your audience overnight.
Here’s what’s at stake:
- Algorithm Changes – You never know what’s coming next.
- Reduced Visibility – Organic reach is headed toward zero.
- Data Restrictions – You can’t fully access your own customer data.
- Platform Policy Shifts – Live videos being deleted, banned content, and more.
- No Support Unless You Pay – Tier-one support is for the top spenders.
“Meta’s literal stated goal was for organic reach to go to zero.” — Derek DeVries
Why Email and Evergreen Content Still Work
Believe it or not, email is still king. And it’s not going anywhere.
Derek and Jason share why long-lasting, research-based content — blog posts, how-to videos, tutorials — are better investments than chasing the next viral video.
Evergreen Content Ideas:
- FAQs or how-to guides related to your product or service
- Case studies and success stories
- Explainer videos or walkthroughs
- Industry insights from your subject matter experts
- Seasonal, repurposable media (ex. fall-themed content)
Why It Works:
- You control the format and delivery
- You can update it over time
- You can repurpose it into ads, email drips, and social snippets
- It feeds SEO
Making the PESO Model Work For You
Quick refresher: PESO = Paid, Earned, Shared, Owned
While Paid (ads) and Shared media (like social posts) still have value, Owned media is your safety net.
“Owned media is your insurance policy. If TikTok were to disappear tomorrow, your content and audience would vanish with it. That’s not the case with owned media.” — Derek DeVries
Tactics to Strengthen Your Owned Media Strategy
Jason, Derek, and Adrienne offered up several practical ideas you can start using today.
Actionable Tips
- Use social platforms as feeders, not the main hub. Run in-app forms to collect emails and push to your website.
- Prioritize your email list. It’s still the most direct line to your audience.
- Audit your digital presence. Make sure your Google Business Profile, bios, and website reflect the latest info.
- Vet your influencers. Are they more than just a social account? Do they have a site? A newsletter? Longevity?
- Start with your audience’s needs. Conduct internal SME interviews, run surveys, check Google Trends.
Final Thoughts
Owned media is a long game, but it’s the only game where you set the rules. Third-party platforms should be tools — not the foundation.
“Don’t put your eggs in one basket. Just because your audience was on a platform last year doesn’t mean they’ll be there this year.” — Jason Dodge
Ready to Future-Proof Your Digital Strategy?
Start by asking:
- Do I control my customer list?
- Can I still reach my audience if a platform disappears tomorrow?
- Am I creating content that serves my customers’ needs, not just my brand’s ego?
Subscribe to The Redirect Podcast for more insights like this — or visit blacktruckmedia.com to get in touch.
