Earned Media

Earned Media is a type of media coverage that is earned rather than paid for, or created by a sole agency. Such coverage is earned through word-of-mouth and sharing of content by existing customers and other organizations. It can be an effective way to increase brand awareness and build relationships with potential customer bases.

Earned media is the coverage you receive from any form of media that hasn't been paid for, which makes it much more credible and trustworthy in the eyes of customers. It can come from anywhere, such as press, television broadcasts or customer reviews. By utilizing earned media, businesses can increase brand awareness, build relationships with potential customer bases, and gain trust and credibility.

For example, if your company offers an innovative product, press coverage can bring publicity and new customers. This can also result in earned media mentions from other organizations and customers, without the need to pay for advertisement or promotion. Customers may talk about your product on social media or create content about it, which spreads the word and leads to further earned media mentions.

Let’s take a fashion brand that is selling sustainable clothing online. They could use earned media to spread the word about their product. They can use influencers and their own social media to start conversations about their brand. Additionally, they can use customer reviews to show potential customers what other people have experienced with the product. The customer reviews and social media conversations can lead to coverage from bloggers, TV and magazines, thus creating a ripple effect of free publicity.