Websites or Social Media: Where to Invest in Your Brand's Digital Strategy?

That online presence is a relevant factor for the success of any brand is indisputable. The question that sparks heated discussions in strategy, communication, and marketing teams is: "Where to invest more: in the website or in social media?"

Each approach has its advantages and disadvantages, and understanding the peculiarities of different channels is essential to balance investment with an effective digital strategy.

Maria Reis da Cunha
Jan 30 2024 • 5 min reading
Websites or Social Media: Where to Invest in Your Brand's Digital Strategy?

Social Media

With social media, brands benefit from direct and immediate communication with their followers. The focus is on creating communities based on the idea of a close relationship with the brand. These communities are nurtured by regular, strategic, and continuous sharing of engaging content. It's no longer just about selling services and products but promoting values, stories, and experiences that resonate with followers' interests, thereby nurturing a sense of community and consequently expanding the brand.

Key Advantages:

  1. Direct Engagement: Social media allows direct and instant interaction with followers, providing immediate feedback.

  2. Quick Sharing: Content can be quickly shared, increasing the brand's visibility. This content has the potential to go viral, significantly expanding the brand's reach in a short period.

  3. Community: Social networks offer a unique opportunity to humanize the brand by sharing stories and values, establishing an emotional connection with followers and, consequently, a sense of community.

Major Challenges:

  1. Direct Engagement: Likes and comments pose both an advantage and a risk for a brand. Dissatisfied followers have the power to "destroy a brand in public."

  2. Constantly Changing Algorithms: The dynamic nature of algorithms is one of the major challenges, significantly impacting content visibility and the organic reach of the brand. It requires constant adaptation and meticulous monitoring of digital strategies.

  3. Ephemerality: The rapid pace of publishing and sharing new content, along with the inherent instantaneous nature of social media, creates a highly volatile, competitive, and ephemeral environment where content quickly dissolves in saturated feeds.

  4. Information Overload: Imagine a room with 300 people, each wanting to convey their message to others. However, everyone is shouting and talking over each other, making it nearly impossible to assimilate relevant content, rendering this communication method ineffective.

  5. Platform Dependency: By exclusively investing in social media presence, brands become vulnerable to the policies and regulations of these platforms, losing control over their own digital space. In a way, they become "digital tenants" on foreign lands, meaning their digital strategies are subject to the policies and regulations of third parties.


Websites play a crucial role, serving as the brand's "digital home," reflecting its identity in a robust, more comprehensive, and expansive manner. Considered a company's greatest digital asset, websites provide a controlled and personalized space where the brand is truly free to present its identity and content.

Key Advantages:

  1. Response to Searches: Entering a website results from a user's active search for content of interest. It's a unique opportunity for the brand to be "relevant" at that moment, emerging as a solution or response to user searches. The website acts as an informative hub, attracting visitors based on their interests and offering content, products, services, and an immersive brand experience.

  2. Relevant Content Over Time: Unlike the ephemeral nature of social media, website content is built to remain relevant for longer periods. It allows for the creation of more in-depth content, providing detailed information to users, offering greater control and freedom to the brand.

  3. Focus on Conversions and Transactions: Websites generally serve as the conversion funnel, allowing leads to convert, and transactions take place. Brands direct their campaign targets to their website. On this topic, also read the article "we love funnels around here."

  4. Total Control of the Digital Asset: A website gives the brand total control over this digital asset. From design to specific functionalities, companies have the freedom to shape a unique and authentic online presence. Additionally, websites prove to be effective tools in establishing the brand's credibility. When a company lacks a website, the question arises, "Does it even exist?"

Major Challenges:

  1. Production of Relevant Content: To be relevant in terms of content, a website requires regular updates with detailed content. User expectations include finding informative and detailed information on the site, and producing relevant content can pose an operational challenge, especially for small businesses with limited resources.

  2. Less Interaction: Compared to social media, the lack of instant interaction can be less rewarding. The nature of websites, which protects companies, makes it challenging to develop an immediate sense of community or receive instant responses from visitors.

  3. Higher Initial Investment: Unlike social media, which takes only a few minutes to create, developing an effective website requires more graphic and technical expertise and, therefore, a higher investment. This can be a challenge for smaller businesses with embryonic digital strategies or more limited budgets.

An effective brand's digital strategy involves an integrated approach to investing in a good website and activating the most relevant social media for the target audience, leveraging their distinct advantages. It is no longer a "choice" between investing in social media or websites. A hybrid approach with truly integrated cross-channel links is the key to maximizing the effectiveness of a brand's digital presence.

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