Building the Favoriot Brand: My Journey Through Alternative Media Channels

Starting a small startup like Favoriot comes with its own set of challenges, one of the biggest being visibility. When traditional media channels like TV and radio are often too costly or selective, it’s time to get creative. Here’s my personal account of how we used alternative mediums, primarily social media channels, to build and promote the Favoriot brand.

The Dilemma: Traditional Media vs. Budget Constraints

Getting featured on mainstream media is a dream for many startups, but the reality is harsh. Either you’re compelling enough to get picked up organically, or you pay a premium to make it happen. For a small startup, both options are challenging. This is why we turned to the more budget-friendly and engaging world of social media for our marketing needs.

Our Alternative Media Arsenal

We realized that for every traditional media channel that seemed out of reach, there was an alternative platform online that could be just as effective:

  • Podcasts Instead of Radio: We started our own podcast series, sharing industry insights, interviewing experts, and discussing our journey. It’s a fantastic way to create a more personal connection with our audience.
  • YouTube Instead of TV: We launched a YouTube channel, using it as a platform to showcase product demos, customer testimonials, and behind-the-scenes footage of life at Favoriot.
  • Digital Posters: We replaced expensive billboards with visually striking digital posters on platforms like Instagram and Pinterest.
  • Blogs Instead of Newspapers: Our blog serves as a hub for sharing valuable content, from how-to guides to industry trends, keeping our audience informed and engaged.

Zeroing In: Focusing on High-Impact Channels

We started by casting a wide net across various platforms, but soon noticed that some channels yielded better results in terms of engagement and followers. After some analysis, we narrowed our focus to TikTok, YouTube, Facebook, and LinkedIn. These platforms provided the right audience and the engagement metrics we were looking for.

More Than Just Sales: Building Trust and Brand Recognition

Our goal was not just to drive sales, but to create a brand that people could know and trust. We are continuously sharing updates, celebrating milestones, and telling stories that resonate with our audience. Whether they make a purchase now or later is secondary; we want Favoriot to be a brand that people remember and recommend.

Lessons Learned

  • Be Adaptable: Not all channels will work for you. Don’t hesitate to pivot when needed.
  • Content is King: Good quality content can make a significant difference in engagement.
  • Consistency is Key: Keeping a consistent posting schedule helps keep the brand fresh in the minds of the public.


Building the Favoriot brand using alternative media channels has been an enlightening journey. It has taught us that you don’t need a big budget to make a big impact. By using the resources available to us wisely and focusing on building a strong, trustworthy brand, we’ve succeeded in carving out our own space in the market. And this is just the beginning.

The Power of Direct Customer Outreach: Why Mailing Lists Trump Social Media Followers in Startups

In the early stages of a startup, it’s easy to get enamored with the idea of building a massive social media following. Don’t get me wrong; a strong social media presence is important. However, the thrill of seeing your follower count rise can distract from a more intimate and arguably more effective form of communication: the mailing list.

The Social Media Dilemma

While it’s true that social media platforms offer incredible reach, the dynamic is inherently different. The audience is far less captive; your posts are just one among hundreds or thousands that your followers scroll through each day. There’s also the taxing task of growing your follower base organically, which requires consistent posting, engagement, and time—a daunting endeavor for a startup hustling to get off the ground.

The Mailing List Advantage

Emails offer a direct line of communication to your audience. When someone opts to subscribe to your newsletter or leaves their email to download an eBook, they’re expressing an explicit interest in what you have to say. For my startup, Favoriot, this direct approach led to a more global audience. By offering free eBooks filled with tips, tutorials, and articles on IoT (Internet of Things), we not only gained an audience but also provided value upfront. This strategy led to a global following, including overseas customers who subscribed to our platform.

Value Before Selling

One key to successful mailing lists is providing genuine value before ever making a sales pitch. People are savvy; they know when they’re being sold to and can easily be put off by overt sales tactics. On my LinkedIn, for instance, my newsletter isn’t just about Favoriot. It’s about my journey in entrepreneurship and my general insights into IoT. This balanced approach helps establish trust, rapport, and credibility—all crucial for a startup looking to build a loyal customer base.

Cutting Out the Middleman

What’s more, once you’ve built a substantial mailing list, you gain independence. Unlike social media platforms, where algorithms and policies dictate your reach, your mailing list is yours to control. In my experience, I no longer need third-party mailing software to send out thousands of newsletters.

A Global Objective

My objective is clear: to gain more followers and customers, particularly from overseas markets. The key is to strike a balance, sharing valuable information without making the reader feel like they’re merely a potential sale. People want to know who you are, what you stand for, and how you can add value to their lives or businesses.

In Conclusion

While it’s tempting to pour all your efforts into building a social media following, remember that emails offer a more direct, intimate line of communication with your audience. Done right, a mailing list can be a powerful tool for customer acquisition, retention, and global reach—all while adding genuine value to your subscribers’ lives.

So if you’re in the early stages of your startup, or even if you’re more established but haven’t yet explored the power of mailing lists, now is the time to start. Trust me, your future self—and your growing customer base—will thank you.