By Berta Ventura, on 15 August 2024
Earned media refers to the publicity a company or brand receives through organic means, rather than paid advertising or owned media (like your website or social media channels). It includes any content created and shared by others about your brand - social media mentions and shares, press coverage, customer reviews, testimonials, and word-of-mouth recommendations are some of the most common examples. Unlike paid media, earned media is not bought or controlled by the brand, making it not only cost-effective but, more importantly, a genuine and trustworthy source of promotion.
Importance of Earned Media
Credibility and Trust
Earned media is often perceived as more credible and trustworthy by consumers because it comes from third-party sources rather than from the brand. When people see others talking positively about a brand, they are more likely to trust and engage with it, as opposed to if the brand is talking positively about itself.
Cost-Effective
Unlike paid media, earned media does not require direct financial investment for placement. This makes it a cost-effective way to increase brand visibility and reach.
SEO Benefits
Earned media can significantly boost your search engine rankings. High-quality backlinks from reputable sources improve your domain authority, making it easier for potential customers to find you online.
Wider Reach
When your brand is mentioned by influencers, bloggers, or satisfied customers, it can reach a much broader audience than your owned channels alone.
Examples of Earned Media
Social Media Mentions and Shares
One of the most common forms of earned media is social media mentions and shares. When users share your content, mention your brand in their posts, or engage with your social media profiles, it amplifies your reach and credibility. For instance, a viral tweet or an Instagram post from an influencer can significantly boost your brand's visibility.
Press Coverage
Press coverage, such as news articles, blog posts, and interviews, is another powerful form of earned media. When reputable publications feature your brand, it not only enhances your credibility but also drives traffic to your website. For example, a positive review in a leading industry magazine can lead to a surge in interest and sales.
Customer Reviews and Testimonials
Customer reviews and testimonials are invaluable earned media. Positive feedback on platforms like Google Reviews, Yelp, and TripAdvisor can influence potential customers' decisions. Moreover, featuring customer testimonials on your website can build trust and demonstrate the value of your products or services.
Word-of-Mouth Recommendations
Word-of-mouth marketing remains one of the most effective forms of earned media. When satisfied customers recommend your brand to their friends and family, it creates a ripple effect that can significantly expand your customer base. Encouraging customers to share their experiences and providing exceptional service can amplify these organic referrals.
How to Maximize Earned Media
Create High-Quality Content: Consistently produce valuable, engaging, and shareable content that resonates with your audience. High-quality content is more likely to be shared and discussed, generating earned media.
Engage with Your Audience: Actively engage with your audience on social media and other platforms. Respond to comments, participate in discussions, and show appreciation for mentions and shares. Building strong relationships with your audience can encourage them to advocate for your brand.
Leverage Influencers: Collaborate with influencers and industry leaders who can help amplify your message. Influencer partnerships can lead to increased mentions and shares, driving earned media.
Monitor and Respond to Mentions: Use social listening tools to monitor mentions of your brand across various platforms. Responding promptly and positively to mentions can foster goodwill and encourage more organic promotion.
