Earned media refers to the publicity or exposure a brand or individual receives through organic means, rather than paid advertisements. It’s called “earned” because the coverage or attention is earned through various PR efforts, rather than being purchased. Essentially, it involves third-party endorsement or promotion, which can build credibility and trust in the brand.
Types of Earned Media:
- Media Coverage: This is one of the most common forms of earned media. It includes press mentions, news articles, interviews, and features in newspapers, magazines, TV, radio, and online publications. For example, a company might earn media coverage if a journalist writes a positive article about their new product or service.
- Social Media Mentions: When customers, influencers, or followers share or mention a brand on social media without being paid to do so, it’s considered earned media. This could be organic user-generated content (UGC), reviews, testimonials, or simply people tagging the brand in their posts.
- Word of Mouth (WOM): This includes recommendations, conversations, or referrals from customers, clients, or individuals. A satisfied customer telling their friends or family about a brand is a form of earned media that can have a significant impact on new customer acquisition.
- Influencer Endorsements (Non-paid): When influencers or thought leaders share or mention a brand without being compensated, it’s considered earned media. This often happens when an influencer genuinely likes a product and decides to talk about it, without a formal sponsorship or partnership.
- Customer Reviews: Positive reviews on websites like Google, Yelp, Amazon, or industry-specific platforms are also considered earned media. It helps build brand credibility and trust among potential customers.
- Awards & Recognition: If a brand wins an award or is recognized for achievements in its industry (e.g., Best Company Award, or a product being named “Best of the Year”), that coverage is earned media.
- SEO & Organic Search Results: When a brand appears on the first page of search engine results or ranks high organically for relevant keywords, it’s considered earned media. It’s earned because the brand’s website or content has demonstrated value and relevance to the audience.
Benefits of Earned Media:
- Credibility & Trust: Since earned media comes from third-party sources (journalists, influencers, customers), it tends to be seen as more authentic and trustworthy than paid ads or sponsored content.
- Higher ROI: It doesn’t cost money directly, which makes it an excellent cost-effective way to build visibility and brand awareness.
- Wider Reach: Earned media can spread quickly through social sharing or media coverage, reaching larger or more diverse audiences organically.
- Long-Term Impact: Unlike paid ads, which stop as soon as the budget runs out, earned media can continue to have a lasting impact if the coverage or mentions are still being shared or referenced.
- SEO Benefits: Positive media coverage or social mentions can help improve search rankings and boost organic traffic.
Earned Media vs. Paid & Owned Media:
- Paid Media: This includes anything you pay for, such as digital ads, TV ads, and sponsored posts.
- Owned Media: This refers to the channels you own and control, such as your website, social media profiles, and email newsletters.
- Earned Media: This is publicity you get from others, through media coverage, customer reviews, social mentions, and influencer endorsements.
Challenges of Earned Media:
- Lack of Control: Unlike paid media, you don’t have full control over how the message is presented, so the coverage or mentions may not always align with your brand’s intended message.
- Unpredictability: Earned media is unpredictable, and it can be difficult to measure its impact or secure consistent coverage over time.
- Time-Intensive: Building a strong earned media presence often requires consistent and ongoing effort in terms of media relations, relationship-building, and cultivating brand advocates.
Example of Earned Media:
Imagine a tech company releases a new innovative smartwatch. They send press releases to media outlets, and a prominent tech journalist writes a feature about it in a major publication. That article, which wasn’t paid for by the company, is considered earned media. Additionally, social media users start posting photos of themselves wearing the smartwatch and sharing positive reviews. These social media mentions and the press article contribute to the brand’s earned media.
Earned media is powerful because it’s built on organic engagement and third-party endorsement. It’s often a result of a strong PR strategy but can also be influenced by great products, customer experiences, and word of mouth.
Would you like tips on how to generate more earned media or examples of successful campaigns?