What Is Earned Media?

Key takeaways

Earned media is publicity for your brand gained through unpaid avenues, such as someone discussing your brand on social media.

• Earned media is also known as “earned content” or “free media.”

• A few examples of earned media are press coverage, reviews and recommendations, and user-generated content.

• You can strengthen your digital marketing strategy by gaining a deeper understanding of earned, owned, and paid media channels.

Learn more about earned media, including why it matters, types of earned media, and its pros and cons. If you’re considering a career in the marketing industry, enroll in the Google Digital Marketing & E-commerce Professional Certificate, where in as little as six months, you can learn about email marketing, campaign management, social media strategy, and more.

What is earned media?

Earned media refers to publicity or exposure gained through unpaid means, such as word of mouth, social media sharing, news coverage, or online mentions. It is essentially the attention and recognition a company, brand, or individual receives through the efforts of others rather than through direct advertising or promotional activities. 

Earned media is considered more credible and trustworthy because it comes from independent sources, customers, or influencers who voluntarily share or talk about a product, service, or content. It often results from delivering exceptional experiences, generating compelling content, or having a positive reputation in the market.

Why does an earned media strategy matter?

Earned media offers credibility and trustworthiness. When a customer, thought leader, or the press endorses your brand voluntarily, it can enhance your business reputation. Earned media can also increase reach and visibility as it can expose your brand to new audiences. Meanwhile, you don’t have to pay for earned media, which makes it a cost-effective marketing strategy compared to paid advertising. 

Positive reviews, social media mentions, or user-generated content can increase engagement and drive brand awareness. Plus, earned media can influence customers’ purchase decisions as a fellow consumer’s feedback or an influencer’s post acts as social proof.

What is earned media also known as?

Earned media is commonly labeled as “earned content” or “free media.” On the surface, earned media can resemble owned or paid media, particularly on social media. However, the defining factor is whether you have paid for it.

Earned media examples

You can take advantage of several types of earned media:

Press coverage

Journalists or media outlets feature a company or its offerings in news articles, interviews, or editorials.

Example: A prominent tech publication writes an article about a tech start-up’s new app and its features, functionality, and potential impact. 

Social media mentions

Individuals, influencers, or organizations discuss or promote a brand or its content on social media platforms, such as X (formerly Twitter), Facebook, or Instagram.

Example: A new parent posts on Facebook about how much his baby loves a particular brand of pacifier. His followers and friends discuss the product in the comments. 

Read more: 12 Major Social Media Trends

Reviews and recommendations

Positive reviews or recommendations from customers, industry experts, or bloggers can generate earned media.

Example: A travel blogger writes about her recent vacation experience at a luxury resort. She highlights the exceptional service, beautiful surroundings, and exquisite dining options.

User-generated content (UGC)

Customers or fans of a brand create content, such as testimonials, photos, videos, or blog posts, that highlight their experiences and opinions.

Example: A clothing retailer encourages customers to share photos of themselves wearing their favorite outfits purchased from the brand. Loyal brand enthusiasts post their pictures and videos tagging the brand.

Pros and cons of the earned media strategy

Earned media offers several benefits, but it also has its drawbacks. The pros include earned media’s cost-effectiveness and ability to enhance a brand’s reputation and build trust and credibility. Earned media can also generate significant engagement and interaction to reach a wider audience.

On the other hand, your business lacks control of earned media. Negative or misleading information can also spread through earned media channels, potentially harming a brand’s reputation. You also can’t know or guarantee when or how much earned media you will receive. While this type of digital marketing requires effort to earn, it may be difficult to measure its impact or your return on investment.

Related terms

• Direct marketing

• Brand strategy

• Media planning

• Affiliate marketing

Keep up with marketing trends using these free resources

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• Explore the terminology: Marketing Terms: A to Z Glossary

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