1,000+ Marketers Reveal the Most Trusted Marketing Channels

It’s 2025 and there’s this sense within the advertising business that we’re strolling on shifting sands.

Google’s AI Overviews got here out of nowhere, and considerably diminished click-through charges for blogs and Search engine marketing-optimized content material. In some instances, publishers have reported visitors drops of as much as 56% when AI Overviews seem.

TikTokers bought a small style of what a ban in the U.S. would really feel like. Though the ban was lifted shortly, it reminded manufacturers and creators simply how weak and risky social platforms could be.

In the meantime, cost-per-click continues to rise. In 2025, the common CPC on Google’s Search Community has climbed to $2.69, reflecting rising competitors and tightening advert stock throughout platforms.

Natural attain on Instagram and Fb is falling quick. Instagram engagement alone has declined by 28% year-over-year. Prefer it or hate it, these platforms profit extra once you spend on their advert platforms to advertise your stuff.

On this business, it’s at all times been a case of adapt or get left behind. So how are entrepreneurs adapting to this new actuality? The place are they putting their belief, time, and most significantly their budgets?

To seek out out, we surveyed over 1,000 advertising professionals.

Our respondents had been primarily Advertising and marketing Managers (42%), Digital Advertising and marketing Managers (26%), and E-commerce Managers (33%) professionals with direct affect over price range choices and channel methods.

[TL;DR] Key findings summarized

Listed here are the important thing findings of our analysis summarized:

Confidence in social media is fading

Entrepreneurs are shifting technique

Electronic mail delivers management and good ROI

What’s holding some individuals again from utilizing e mail?

Rented vs. Owned: The place are you actually constructing what you are promoting?

In advertising, there’s a long-standing concept that not all channels are created equal some you personal, and others you solely hire. In a matter of reality, we’ve been sharing this quote on our weblog for years now:

“Don’t Construct Your Content material Home On Rented Land”

-Joe Pulizzi

Whereas technically, nothing you personal is free, and even owned channels like an internet site could be taken down in some instances. It’s protected to say that some channels provide you with extra management and are method much less risky than others.

Owned channels are platforms the place you management the content material, the viewers, and the entry like your e mail record, web site, or SMS subscriber base. You resolve when to indicate up, learn how to present up, and no algorithm can take that visibility away.

Rented channels, alternatively, are platforms you don’t management. Social media channels like TikTok, Instagram, or Fb provide you with attain however solely on their phrases. They will change the algorithm, throttle your visibility, hike your advert prices, or in excessive instances, even vanish out of your technique in a single day (see: TikTok’s current brush with a U.S. ban).

In addition to the short-lived TikTok ban, creators, and companies keep in mind the short-lived brief content material platform named Vine. To not point out shadow-bans, unjustified decreases in natural attain and so forth. Your small business may be residing off these platforms and rapidly, you get evicted with no discover. 

That’s why entrepreneurs are beginning to ask themselves a troublesome however obligatory query:

Am I constructing on land I personal or land that might be taken away tomorrow?

To discover how advertising groups are serious about this shift, we broke down our examine outcomes  query by query. From social media belief ranges to price range allocation and ROI, right here’s what over 1,000 entrepreneurs advised us about the place they’re targeted now and what channels they’re betting on subsequent.

How TikTok’s ban shook entrepreneurs’ confidence

Social media has at all times felt fast-paced however these days, it’s beginning to really feel unstable.

When the U.S. authorities introduced a possible TikTok ban in early 2025, it despatched shockwaves by way of the advertising world. For manufacturers that rely closely on the platform for attain, engagement, and trend-driven campaigns, it raised an pressing query: What occurs in case your major channel disappears in a single day?

We’ve seen it occur earlier than. Vine, as soon as the star of short-form content material, was shut down with little warning.

Entrepreneurs who had constructed big audiences there misplaced every thing their followers, attain, and momentum in a matter of weeks. It’s a reminder that irrespective of how nicely a platform performs, if you happen to don’t personal the viewers, you’re at all times in danger.

So, we requested entrepreneurs straight:

Has the potential TikTok ban affected your confidence in counting on social media as a advertising channel?

Right here’s what they advised us:

• 24.8% stated the TikTok ban decreased their confidence in social media
• 60.6% stated it had no affect
• 14.6% stated it elevated their confidence

At first look, the truth that 60% of entrepreneurs reported no affect could seem reassuring. However when practically 1 in 4 professionals say their belief in social channels has been shaken by only one regulatory occasion, it speaks volumes.

What’s extra telling? Many entrepreneurs aren’t simply watching TikTok, they’re beginning to reevaluate their reliance on social platforms altogether. They’re asking: What’s my fallback if the algorithm shifts, prices spike, or a platform will get pulled from my toolbox fully?

This query grew to become a recurring theme in our analysis and it’s the place the shift towards owned channels begins to take form.

Entrepreneurs are Shedding belief in social media’s stability

Even when platforms aren’t being banned, entrepreneurs know social media can change with out discover. In the future your posts go viral, the subsequent, you’re technically invisible with out paid advertisements.

So we requested:

How a lot do you belief social platforms like TikTok, Meta (Fb/Instagram), and X (previously Twitter) to stay steady advertising companions over the subsequent 12 months?

Right here’s what they stated:

• Solely 14.5% stated they belief social platforms “loads”
• 44.1% stated they belief them “just a little”
• 28.6% stated “not a lot”
• 12.8% stated “under no circumstances”

Meaning greater than 40% of entrepreneurs don’t really feel they’ll depend on social platforms to keep up stability, and fewer than 1 in 6 say they’ve robust belief in them.

This issues, as a result of social media isn’t only a place to put up anymore, it’s the place manufacturers spend 1000’s (or tens of millions) on advertisements, influencer partnerships, and audience-building methods. If confidence in these platforms is that this low, it’s an indication that many entrepreneurs are beginning to take into account extra reliable alternate options.

And whereas they’re not abandoning social fully, they’re clearly pondering twice earlier than constructing their complete technique on it. Particularly when efficiency can drop not due to unhealthy content material, however as a result of an algorithm modified.

Subsequent, we checked out how entrepreneurs are responding to that lack of belief. Are they shifting focus? Transferring their budgets? Rethinking their channel combine?

Spoiler alert: The reply is sure, and it’s already occurring.

Entrepreneurs are already shifting focus away from social

If belief is shaky, the logical subsequent query is: are entrepreneurs truly doing something about it?

The reply is sure, and never simply in idea. Many have already begun transferring time, cash, and a focus towards extra steady, owned channels.

When requested if issues just like the TikTok ban, privateness points, or knowledge leaks have influenced their advertising focus, right here’s how entrepreneurs responded:

• 34.6% stated they’ve already elevated give attention to different channels
• 27.6% stated they plan to extend their focus
• 37.8% stated they haven’t modified their method

Meaning greater than 60% of entrepreneurs are shifting or making ready to shift away from social media dependency. That’s not a marginal development it’s a strategic pivot.

So what channels are they leaning into as an alternative?

We requested entrepreneurs the place they’re redirecting their consideration. Their solutions make it clear; it’s a rebalancing of priorities, pushed by efficiency, possession, and long-term viability.

That brings us to the subsequent query: when entrepreneurs transfer away from social, the place precisely are they going?

The place entrepreneurs are placing their budgets now

When entrepreneurs begin shifting focus, their budgets observe. So we requested them straight: over the previous 12 months, which advertising channels have you ever invested in probably the most?

Right here’s what they advised us:

• 34.3% stated e mail advertising
• 30.1% stated their web site or weblog
• 24.0% selected Search engine marketing
• 19.4% invested in paid search
• 18.4% targeted on social media promoting
• 13.4% prioritized influencer advertising

Electronic mail and web site topped the record throughout the board. That’s a transparent signal that entrepreneurs are attempting to personal their viewers, they usually’re funding this effort.

Whereas paid channels like social media and search nonetheless see funding, they’re secondary to belongings entrepreneurs can totally management. This reinforces a bigger development within the knowledge: efficiency is not the one metric. Possession, reliability and long-term ROI matter simply as a lot.

Within the subsequent part, we take a look at whether or not these investments are literally paying off. Are owned channels simply safer or are they extra worthwhile too?

Which channels are literally delivering the very best ROI

Funds is one factor. Outcomes are one other. So we requested entrepreneurs which channels have delivered the best return on funding during the last six months.

Their solutions replicate a transparent sample.

• 26.9% stated e mail advertising
• 22.7% stated web site or weblog
• 19.2% stated Search engine marketing
• 16.1% stated paid search
• 11.4% stated social media advertisements
• 3.7% stated influencer advertising

As soon as once more, e mail and owned content material properties lead the pack. These aren’t simply protected bets. They’re performing.

Essentially the most trusted, high-performing channels are additionally those that give entrepreneurs probably the most management. Channels like influencer advertising and social advertisements could provide attain, however they lag behind in relation to dependable returns.

This confirms what many skilled entrepreneurs already suspect. Owned channels like e mail and content material don’t simply assist construct long-term belongings. In addition they drive significant enterprise outcomes proper now.

Within the subsequent part, we ask entrepreneurs the place they really feel most in management and the solutions reinforce why these channels are getting extra consideration.

The place entrepreneurs really feel probably the most in management

Outcomes matter. However so does management. In a fast-changing panorama, entrepreneurs need to know they’ll execute, optimize, and scale with out counting on unpredictable platforms or third-party algorithms.

So we requested: which channel provides you the best sense of management?

Right here’s how they answered:

• 37.5% stated e mail advertising
• 33.0% stated web site or weblog
• 16.1% stated paid search
• 5.9% stated social media promoting
• 5.5% stated Search engine marketing
• 2.1% stated influencer advertising

It is a essential perception. Management doesn’t simply imply flexibility. It means possession. It means having the ability to attain your viewers with out paying to play. It means realizing your channel received’t disappear with the subsequent algorithm change or platform coverage shift.

Electronic mail and web sites, each owned, direct, and data-rich are high the record. Entrepreneurs belief them as a result of they’re predictable, testable, and impartial of exterior volatility.

The underside of the record, as soon as once more, is crammed with rented actual property: influencer advertising and social advertisements. They could have their place in a broader combine, however entrepreneurs clearly don’t see them as reliable foundations.

Subsequent, we’ll take a look at simply how a lot consideration entrepreneurs are giving to e mail advertising at present. It seems, most are conscious of its worth and already leaning into it.

Electronic mail advertising is already a high precedence

We’ve seen that e mail leads in ROI and management. However is that simply idea, or are entrepreneurs truly specializing in it in follow?

We requested how a lot consideration e mail advertising is getting of their present methods.

Right here’s what they stated:

• 27.9% stated they place loads of give attention to e mail
• 39.6% stated a bit of focus
• 23.4% stated just a little focus
• 9.1% stated none in any respect

Greater than two-thirds of entrepreneurs are actively investing their time and a focus into e mail advertising at present. And solely a small fraction, simply over 9 p.c, aren’t utilizing it in any respect.

That’s a powerful sign that e mail is way from useless. Actually, it’s probably the most persistently used and supported channels within the fashionable advertising toolkit.

Within the subsequent part, we’ll take a look at what’s holding again the minority who aren’t investing in e mail but, and why these boundaries may be simpler to beat than they assume.

What’s holding some entrepreneurs again from e mail

If e mail is dependable, high-ROI, and broadly adopted, why isn’t each marketer totally invested in it?

We requested respondents who aren’t presently specializing in e mail advertising to share their causes. Their solutions spotlight frequent issues, but in addition present that almost all of those boundaries are solvable.

Right here’s what they stated:

• 34.4% stated they’re afraid of spamming their viewers
• 17.5% stated they don’t have a listing to ship to
• 14.8% stated they’re undecided what sort of content material to ship
• 14.7% stated they don’t have time
• 10.7% stated they lack design or technical abilities
• 7.9% had different causes

The commonest hesitation is a concern of coming throughout as spammy. With fashionable deliverability instruments, clear opt-ins, and segmentation, it’s simpler than ever to ship helpful emails that your viewers truly needs to obtain.

Different issues, like not having a listing or not realizing what to ship, are tactical issues with clear options. And platforms like GetResponse are constructed particularly to make these elements simpler, from record constructing and automation to templates and AI-powered content material help.

Most of those blockers aren’t everlasting. They’re gaps in time, instruments, or confidence. And as the remainder of this knowledge exhibits, the payoff of overcoming them is nicely price it.

Subsequent, we’ll discover how e mail advertising compares to different channels in relation to getting management help and price range approval. The outcomes would possibly shock you.

It’s simpler to safe a price range for e mail in comparison with different paid channels

Even when a channel performs nicely, it received’t get far with out management help. So we requested entrepreneurs how simple it’s to safe a price range for e mail advertising in comparison with paid channels like social media advertisements and search campaigns.

Right here’s what they advised us:

• 34.3% stated e mail advertising is simpler to get help for
• 38.5% stated it’s about the identical
• 27.2% stated it’s more durable
  

It is a key perception. Regardless of all of the hype round newer and flashier channels, e mail nonetheless holds robust credibility inside advertising management groups. 

One in three entrepreneurs say it’s truly simpler to get buy-in for e mail than for paid media, and the bulk say it’s not less than on par.

That makes e mail not solely efficient and controllable, but in addition politically viable. Whenever you’re presenting channel methods to your CMO or price range approver, e mail is extra prone to get a nod than a elevate of the eyebrows.

This piece rounds out the larger image: entrepreneurs belief e mail not only for efficiency, however as a result of it is sensible throughout each layer of technique, from execution to govt alignment.

Why it’s time to construct the place you may have management

This analysis makes one factor clear: entrepreneurs are pondering long run. They’re bored with volatility, bored with chasing attain throughout platforms they don’t management, and bored with rebuilding each time the foundations change.

Electronic mail advertising, together with different owned channels like web sites and blogs, stands out not simply because it’s acquainted however as a result of it performs. It’s the place entrepreneurs really feel probably the most in management. It delivers the very best ROI. And infrequently, it’s simpler to get management buy-in in comparison with paid media.

However this doesn’t imply social media ought to be deserted. Removed from it. Channels like TikTok, Instagram, and Fb nonetheless play a robust function in reaching new audiences. The secret’s utilizing them with function. Entrepreneurs ought to deal with social platforms as discovery engines, channels for engagement, visibility, and prospecting. The aim is to information these audiences into an setting you personal, like your e mail record or CRM.

As Gary Vee places it, “When you begin specializing in the “and”, not the “or”, issues get actual good.”

A robust advertising technique isn’t about selecting one channel over one other. It’s about integrating them right into a cohesive system. Social platforms can amplify your attain. Electronic mail can safe your relationship with that viewers.

If you happen to’re investing in social, ensure you’re additionally capturing contacts by way of lead magnets like ebooks, webinars, unique presents, or publication sign-ups. As soon as that contact is in your ecosystem, you’ll be able to nurture, retarget, and construct long-term engagement with out counting on third-party algorithms or advert spend.

If you happen to’re able to get began, we’ve put collectively a listing of the best email marketing tools that can assist you construct and develop your record with confidence.

As a result of in advertising, what you personal is what provides you leverage. And what you combine is what drives progress.