Earned Media refers to the exposure a brand receives organically, without direct payment, through channels outside of its control. This can include social media mentions, reviews, news articles, and any content created and shared by users or third parties that highlights the brand or its products.
The distinction of Earned Media lies in its authenticity and trustworthiness. Since it's not paid for by the brand and isn't self-promoted content, audiences tend to trust Earned Media more, seeing it as an unbiased endorsement of a brand's value. This trust is crucial in today's marketing landscape, where consumers are increasingly skeptical of traditional advertising and more influenced by peer opinions and independent reviews.
Let’s look into the definition of Owned Media and Paid Media first:
You can see more differences in this table:
Earned Media holds a pivotal role in today's digital marketing strategies for several compelling reasons:
Earned Media is perceived as the most authentic form of marketing because it is essentially a third-party endorsement of a brand. When customers, influencers, or media entities talk positively about a brand, it lends credibility and builds trust among wider audiences. This trust is crucial in an era where consumers are increasingly skeptical of direct advertising and value transparency and authenticity.
Unlike owned or paid media, which have inherent reach limitations, Earned Media can exponentially increase a brand's visibility. A single share, review, or mention can cascade through networks, potentially reaching millions of consumers. This organic amplification can significantly boost a brand's presence with little to no direct cost.
While Earned Media is not entirely free—as it may require an investment in high-quality content creation, public relations, and community management—it does not involve the direct costs associated with paid advertising campaigns. The ROI from Earned Media, given its ability to build trust and extend reach organically, can be significantly higher than traditional paid advertising efforts.
Though having different strengths and focuses, all these three can only reach their potential when used in combination to make a well-rounded marketing strategy. Still wondering how to make that happen? Please refer to these tactics:
Showcase positive reviews, testimonials, and user-generated content on your website, app, or social media profiles or use it as part of your ad creatives to lend authenticity to your paid campaigns. Highlighting earned & paid media on owned channels not only boosts credibility but also encourages more customers to share their experiences, creating a cycle of positive feedback.
Highlight and share user-created content, such as positive reviews and testimonials, on your own channels to boost trustworthiness. Incorporate this authentic content into your paid advertising efforts to foster greater interaction.