What happens if your primary channel disappears overnight?<\/em><\/p>\nWe\u2019ve seen it happen before. Vine<\/strong>, once the star of short-form content, was shut down with little warning.<\/p>\n Marketers who had built huge audiences there lost everything their followers, reach, and momentum in a matter of weeks. It\u2019s a reminder that no matter how well a platform performs, if you don\u2019t own the audience, you\u2019re always at risk<\/strong>.<\/p>\nSo, we asked marketers directly:<\/p>\n
Has the potential TikTok ban affected your confidence in relying on social media as a marketing channel?<\/strong><\/p>\nHere\u2019s what they told us:<\/strong><\/h3>\n\n24.8%<\/strong> said the TikTok ban decreased<\/em> their confidence in social media<\/li>\n60.6%<\/strong> said it had no impact<\/em><\/li>\n14.6%<\/strong> said it increased<\/em> their confidence<\/li>\n<\/ul>\nAt first glance, the fact that 60% of marketers reported no impact<\/em> may seem reassuring. But when nearly 1 in 4 professionals<\/strong> say their trust in social channels has been shaken by just one regulatory event, it speaks volumes.<\/p>\nWhat\u2019s more telling? Many marketers aren\u2019t just watching TikTok, they\u2019re starting to reevaluate their reliance on social platforms altogether. They\u2019re asking: What\u2019s my fallback if the algorithm shifts, costs spike, or a platform gets pulled from my toolbox entirely?<\/p>\n
This question became a recurring theme in our research and it\u2019s where the shift toward owned channels<\/strong> begins to take shape.<\/p>\n\n
\nBuild your audience with GetResponse<\/u> Don\u2019t let platform changes dictate your marketing success. Create lead magnets, landing pages, and signup forms that convert social followers into email subscribers\u2014no algorithm changes or platform bans can take that away. <\/p>\n<\/div>\n
Marketers are Losing trust in social media\u2019s stability<\/strong><\/h2>\nEven when platforms aren\u2019t being banned, marketers know social media can change without notice. One day your posts go viral, the next, you\u2019re technically invisible without paid ads.<\/p>\n
So we asked:<\/p>\n
How much do you trust social platforms like TikTok, Meta (Facebook\/Instagram), and X (formerly Twitter) to remain stable marketing partners over the next year?<\/strong><\/p>\nHere\u2019s what they said:<\/strong><\/h3>\n\nOnly 14.5%<\/strong> said they trust social platforms \u201ca lot\u201d<\/li>\n44.1%<\/strong> said they trust them \u201ca little\u201d<\/li>\n28.6%<\/strong> said \u201cnot much\u201d<\/li>\n12.8%<\/strong> said \u201cnot at all\u201d<\/li>\n<\/ul>\nThat means more than 40% of marketers<\/strong> don\u2019t feel they can rely on social platforms to maintain stability, and fewer than 1 in 6 say they have strong trust in them.<\/p>\nThis matters, because social media isn\u2019t just a place to post anymore, it\u2019s where brands spend thousands (or millions) on ads, influencer partnerships, and audience-building strategies. If confidence in these platforms is this low, it\u2019s a sign that many marketers are starting to consider more dependable alternatives<\/strong>.<\/p>\nAnd while they\u2019re not abandoning social completely, they\u2019re clearly thinking twice before building their entire strategy on it. Especially when performance can drop not because of bad content, but because an algorithm changed.<\/p>\n
Next, we looked at how marketers are responding to that loss of trust. Are they shifting focus? Moving their budgets? Rethinking their channel mix?<\/p>\n
Spoiler alert: The answer is yes, and it\u2019s already happening.<\/p>\n
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Found these insights helpful? Share them on LinkedIn and help more marketers make smarter channel decisions.<\/p>\n<\/div>\n<\/div>\n<\/div>\n
Marketers are already shifting focus away from social<\/strong><\/h2>\nIf trust is shaky, the logical next question is: are marketers actually doing anything about it?<\/p>\n
The answer is yes, and not just in theory. Many have already begun moving time, money, and attention toward more stable, owned channels.<\/p>\n
When asked if concerns like the TikTok ban, privacy issues, or data leaks have influenced their marketing focus, here\u2019s how marketers responded:<\/p>\n
\n34.6%<\/strong> said they\u2019ve already increased<\/em> focus on other channels<\/li>\n27.6%<\/strong> said they plan to increase<\/em> their focus<\/li>\n37.8%<\/strong> said they have not changed<\/em> their approach<\/li>\n<\/ul>\nThat means more than 60% of marketers are shifting or preparing to shift<\/strong> away from social media dependency. That\u2019s not a marginal trend it\u2019s a strategic pivot.<\/p>\nSo what channels are they leaning into instead?<\/p>\n
We asked marketers where they\u2019re redirecting their attention. Their answers make it clear; it\u2019s a rebalancing of priorities, driven by performance, ownership, and long-term viability.<\/p>\n
That brings us to the next question: when marketers move away from social, where exactly are they going?<\/p>\n
Where marketers are putting their budgets now<\/strong><\/h2>\nWhen marketers start shifting focus, their budgets follow. So we asked them directly: over the past year, which marketing channels have you invested in the most?<\/p>\n
Here\u2019s what they told us:<\/p>\n
\n34.3%<\/strong> said email marketing<\/li>\n30.1%<\/strong> said their website or blog<\/li>\n24.0%<\/strong> chose SEO<\/li>\n19.4%<\/strong> invested in paid search<\/li>\n18.4%<\/strong> focused on social media advertising<\/li>\n13.4%<\/strong> prioritized influencer marketing<\/li>\n<\/ul>\nEmail and website topped the list across the board. That\u2019s a clear sign that marketers are trying to own their audience, and they\u2019re funding this effort.<\/p>\n
While paid channels like social media and search still see investment, they\u2019re secondary to assets marketers can fully control. This reinforces a larger trend in the data: performance is no longer the only metric. Ownership, reliability and long-term ROI matter just as much.<\/p>\n
In the next section, we look at whether those investments are actually paying off. Are owned channels just safer or are they more profitable too?<\/p>\n
Which channels are actually delivering the best ROI<\/strong><\/h2>\nBudget is one thing. Results are another. So we asked marketers which channels have delivered the highest return on investment over the last six months.<\/p>\n
Their answers reflect a clear pattern.<\/p>\n
\n26.9%<\/strong> said email marketing<\/li>\n22.7%<\/strong> said website or blog<\/li>\n19.2%<\/strong> said SEO<\/li>\n16.1%<\/strong> said paid search<\/li>\n11.4%<\/strong> said social media ads<\/li>\n3.7%<\/strong> said influencer marketing<\/li>\n<\/ul>\nOnce again, email and owned content properties lead the pack. These aren\u2019t just safe bets. They\u2019re performing.<\/p>\n
The most trusted, high-performing channels are also the ones that give marketers the most control. Channels like influencer marketing and social ads may offer reach, but they lag behind when it comes to reliable returns.<\/p>\n
This confirms what many experienced marketers already suspect. Owned channels like email and content don\u2019t just help build long-term assets. They also drive meaningful business results right now.<\/p>\n
In the next section, we ask marketers where they feel most in control and the answers reinforce why these channels are getting more attention.<\/p>\n
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\nMaximize your email marketing ROI with GetResponse<\/u> Ready to get more from your marketing budget? GetResponse helps you create high-converting email campaigns that deliver measurable results. Plus, our automation tools help you scale your efforts without scaling your workload. <\/p>\n<\/div>\n
Where marketers feel the most in control<\/strong><\/h2>\nResults matter. But so does control. In a fast-changing landscape, marketers want to know they can execute, optimize, and scale without relying on unpredictable platforms or third-party algorithms.<\/p>\n
So we asked: which channel gives you the greatest sense of control?<\/strong><\/p>\nHere\u2019s how they answered:<\/p>\n
\n37.5%<\/strong> said email marketing<\/li>\n33.0%<\/strong> said website or blog<\/li>\n16.1%<\/strong> said paid search<\/li>\n5.9%<\/strong> said social media advertising<\/li>\n5.5%<\/strong> said SEO<\/li>\n2.1%<\/strong> said influencer marketing<\/li>\n<\/ul>\nThis is a crucial insight. Control doesn\u2019t just mean flexibility. It means ownership. It means being able to reach your audience without paying to play. It means knowing your channel won\u2019t disappear with the next algorithm change or platform policy shift.<\/p>\n
Email and websites, both owned, direct, and data-rich are top the list. Marketers trust them because they\u2019re predictable, testable, and independent of external volatility.<\/p>\n
The bottom of the list, once again, is filled with rented real estate: influencer marketing and social ads. They may have their place in a broader mix, but marketers clearly don\u2019t see them as dependable foundations.<\/p>\n
Next, we\u2019ll look at just how much attention marketers are giving to email marketing today. It turns out, most are aware of its value and already leaning into it.<\/p>\n
Email marketing is already a top priority<\/strong><\/h2>\nWe\u2019ve seen that email leads in ROI and control. But is that just theory, or are marketers actually focusing on it in practice?<\/p>\n
We asked how much attention email marketing is getting in their current strategies.<\/p>\n
Here\u2019s what they said:<\/p>\n
\n27.9%<\/strong> said they place a lot<\/em> of focus on email<\/li>\n39.6%<\/strong> said a bit<\/em> of focus<\/li>\n23.4%<\/strong> said a little<\/em> focus<\/li>\n9.1%<\/strong> said none at all<\/em><\/li>\n<\/ul>\nMore than two-thirds of marketers are actively investing their time and attention into email marketing today. And only a small fraction, just over 9 percent, aren\u2019t using it at all.<\/p>\n
That\u2019s a strong signal that email is far from dead. In fact, it\u2019s one of the most consistently used and supported channels in the modern marketing toolkit.<\/p>\n
In the next section, we\u2019ll look at what\u2019s holding back the minority who aren\u2019t investing in email yet, and why those barriers might be easier to overcome than they think.<\/p>\n
What\u2019s holding some marketers back from email<\/strong><\/h2>\nIf email is reliable, high-ROI, and widely adopted, why isn\u2019t every marketer fully invested in it?<\/p>\n
We asked respondents who aren\u2019t currently focusing on email marketing to share their reasons. Their answers highlight common concerns, but also show that most of these barriers are solvable.<\/p>\n
Here\u2019s what they said:<\/p>\n
\n34.4%<\/strong> said they\u2019re afraid of spamming their audience<\/li>\n17.5%<\/strong> said they don\u2019t have a list to send to<\/li>\n14.8%<\/strong> said they\u2019re not sure what kind of content to send<\/li>\n14.7%<\/strong> said they don\u2019t have time<\/li>\n10.7%<\/strong> said they lack design or technical skills<\/li>\n7.9%<\/strong> had other reasons<\/li>\n<\/ul>\nThe most common hesitation is a fear of coming across as spammy. With modern deliverability tools, clear opt-ins, and segmentation, it\u2019s easier than ever to send valuable emails that your audience actually wants to receive.<\/p>\n
Other concerns, like not having a list or not knowing what to send, are tactical problems with clear solutions. And platforms like GetResponse are built specifically to make those parts easier, from list building and automation to templates and AI-powered content assistance.<\/p>\n
Most of these blockers aren\u2019t permanent. They\u2019re gaps in time, tools, or confidence. And as the rest of this data shows, the payoff of overcoming them is well worth it.<\/p>\n
Next, we\u2019ll explore how email marketing compares to other channels when it comes to getting leadership support and budget approval. The results might surprise you.<\/p>\n
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\nStart your email marketing journey with GetResponse<\/u> Overcome the common barriers to email marketing with GetResponse. We provide everything you need: beautiful templates, list-building tools, segmentation features, and automation.<\/p>\n<\/div>\n
It is easier to secure a budget for email compared to other paid channels<\/strong><\/h2>\nEven if a channel performs well, it won\u2019t get far without leadership support. So we asked marketers how easy it is to secure a budget for email marketing compared to paid channels like social media ads and search campaigns.<\/p>\n
Here\u2019s what they told us:<\/p>\n
\n34.3%<\/strong> said email marketing is easier<\/em> to get support for<\/li>\n38.5%<\/strong> said it\u2019s about the same<\/em><\/li>\n27.2%<\/strong> said it\u2019s harder<\/em>This is a key insight. Despite all the hype around newer and flashier channels, email still holds strong credibility within marketing leadership teams.\u00a0<\/p>\n
One in three marketers say it\u2019s actually easier to get buy-in for email than for paid media, and the majority say it\u2019s at least on par.<\/p>\n
That makes email not only effective and controllable, but also politically viable. When you\u2019re presenting channel strategies to your CMO or budget approver, email is more likely to get a nod than a raise of the eyebrows.<\/p>\n
This piece rounds out the bigger picture: marketers trust email not just for performance, but because it makes sense across every layer of strategy, from execution to executive alignment.<\/p>\n
Why it\u2019s time to build where you have control<\/strong><\/h2>\nThis research makes one thing clear: marketers are thinking long term. They\u2019re tired of volatility, tired of chasing reach across platforms they don\u2019t control, and tired of rebuilding every time the rules change.<\/p>\n
Email marketing, along with other owned channels like websites and blogs, stands out not just because it\u2019s familiar but because it performs. It\u2019s where marketers feel the most in control. It delivers the best ROI. And often, it\u2019s easier to get leadership buy-in compared to paid media.<\/p>\n
But this doesn\u2019t mean social media should be abandoned<\/strong>. Far from it. Channels like TikTok, Instagram, and Facebook still play a powerful role in reaching new audiences. The key is using them with purpose. Marketers should treat social platforms as discovery engines, channels for engagement, visibility, and prospecting. The goal is to guide those audiences into an environment you own, like your email list or CRM.<\/p>\nAs Gary Vee puts it, \u201cOnce you start focusing on the \u201cand\u201d, not the \u201cor\u201d, things get real good.\u201d<\/strong><\/em><\/p>\n\n\n
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