Earned Media

Description

In digital marketing, earned media is the exposure a brand receives through word-of-mouth, social media shares, mentions, reviews, and other forms of organic engagement. Unlike paid media, which involves advertising spend, or owned media, which includes channels a company controls (like its website or social media profiles), earned media is essentially free publicity generated by third parties. It's often seen as more credible and authentic because it comes from real users rather than the brand itself. The rise of social media has exponentially increased the potential for earned media, as users can easily share their experiences and opinions with a wide audience. This type of media can significantly boost a brand's visibility and reputation, but it also means that the brand needs to consistently deliver quality products or services to maintain positive public perception.

Examples

• A customer posts a glowing review of a new smartphone on Twitter, and the tweet gets retweeted and liked by thousands of other users. This organic spread of positive feedback is an example of earned media.
• A popular YouTuber creates an unboxing video of a newly released gadget and gives it a favorable review. The video goes viral, generating millions of views and significantly increasing the product’s visibility and credibility without any financial investment from the brand.

Additional Information

• Earned media is considered highly valuable because it is perceived as more trustworthy than paid advertising.
• While earned media is free in terms of monetary cost, it requires a significant investment in customer satisfaction and product quality to generate positive organic publicity.