X is down. Formerly known as Twitter, in Brazil, its downfall took many users by surprise as they could no longer use the network via the app or official website .
After the decision by Minister Alexandre de Moraes, of the STF (Supreme Federal Court), which determined the suspension of the platform in the country, many people found themselves without access to the social network which, for many, was one of the main communication and marketing tools.
But what happens when a third-party platform like X simply “goes down” and leaves you stranded? That’s where the “rented home” versus “owned home” metaphor comes into play.
What happened when X fell?
The Supreme Court's decision to suspend the operation of X in Brazil facebook data highlighted a larger problem: the dependence of companies and users on third-party platforms to communicate and promote their businesses. The lack of a legal representative in Brazil led to the decision to block X by the country's main operators, such as Vivo, TIM and Claro.
While users were still reporting access to the platform at the turn of Friday into Saturday, the blocking process was ongoing, creating a sense of uncertainty about the future of the social network in the country.
This situation serves as a warning to those who rely exclusively on third-party platforms like X to maintain a digital presence. Just as someone who lives in a rented house can be evicted at any time, those who build their digital presence on third-party platforms are always at the mercy of the rules and changes imposed by these companies.
Rented vs. Owned Home: Where Are You Building Your Digital Presence?
The metaphor of “rented house” and “owned house” is often used in digital marketing to illustrate the difference between relying on third-party platforms and owning your own platform.
When we talk about “rented housing”, we are referring to social networks and other platforms that, although great for reaching large audiences, put your business in a vulnerable position. These platforms can change their algorithms, policies or even close their operations, as we saw with X in Brazil.
On the other hand, building your own “home” — that is, having a website — gives you complete control over your digital presence. A website is your own space, where you set the rules and don’t have to worry about sudden changes that could affect your business.