In this Lightning Talk, Rodrigo Santos explains how media organizations must build direct audiences to reduce their dependency on Google and Facebook. His strategy proposes a funnel that transforms anonymous users into registered users and, ultimately, into loyal subscribers. The objective is to strengthen media sovereignty against the intermediaries that currently dominate the digital market. Prioritizing an owned relationship ensures the publisher’s relevance in an environment controlled by changing external algorithms.
To capture users, he analyzes techniques such as SEO, though he warns about the impact of artificial intelligence on search. Google’s new features are reducing traditional organic traffic to news portals through automated summaries. In light of this scenario, Santos suggests leveraging newsletters, notifications, and geolocalized content to maintain engagement. These tools allow for a personalized news experience without relying on constantly mutating external rules.
The speaker warns about the risk of “walled gardens,” where tech companies arbitrarily control access to data. The definitive solution lies in fostering subscriptions to build an owned community that is truly sustainable. Don’t miss the full analysis! Watch the video of Rodrigo Santos’s talk at Media Party 2025 (English Subtitles available).
Speaker Profile
Rodrigo Santos
Audience Director, Dos al Cubo
