Rented Audience

An audience you reach through a platform you do not control, such as social media followers or ad viewers, where the platform sets the rules and can change reach at any time.

Relying only on rented audiences is risky because an algorithm change or account ban can wipe out your reach overnight. The aim is to convert them into an owned audience.

A founder with 80,000 Instagram followers realises she does not own that audience, so she runs a campaign to move them onto her email list, which she controls.