Earned media might be just what you need to reach that ‘Aha!’ moment. Just imagine what a single viral post can do for your brand–I know, I’ve been there. It’s true that paid ads can give you much quicker results, but earned media can have a lasting impact on your brand. Here, I’ve listed some earned media examples that you can leverage to boost your marketing campaigns.
Key Takeaways
- Earned media is the organic exposure a brand receives through word-of-mouth, social media mentions, shares, customer reviews, and press coverage.
- Examples of earned media include social media mentions, influencer endorsements, content sharing, press coverage, podcast appearances, reviews and testimonials, word-of-mouth marketing, etc.
What is Earned Media?
Earned media is the organic exposure a brand receives through word-of-mouth, social media mentions, shares, customer reviews, and press coverage. Unlike owned media (content you create) and paid media (advertisements), earned media is generated by what others say about your brand. This third-party validation is incredibly powerful because people believe it to be more trustworthy and credible.
Examples of Earned Media
There are many examples of earned media, some of which include:
#1. Social Media Mentions
This is the most popular of earned media examples. One memorable instance of social media mentions was the #EndSARS movement. This grassroots campaign against police brutality gained massive engagement on social media platforms. Celebrities, influencers, and literally everybody shared their experiences and support for the movement. The number of tweets, retweets, and posts drew international attention and led to widespread media coverage, both locally and globally.
#2. Influencer Endorsements
Influencer endorsements can significantly impact your brand. Take the partnership between the skincare brand Nivea and popular Nigerian actress and influencer Adesua Etomi-Wellington for example. Adesua’s organic posts about Nivea products on her social media channels led to increased brand visibility and credibility. Her genuine endorsement and her large following boosted Nivea’s sales and presence in the Nigerian market.
Read Also: How To Become a Digital Creator on Facebook: Mistakes I Made (And How to Avoid Them)
#3. Content sharing
When someone retweets a post or shares your content, you garner earned media. You can encourage content sharing by adding prominent share buttons to your product pages and blog posts. Be sure to include many different social sites and the option to send via email or WhatsApp.
Also, you can encourage sharing by creating videos that have the potential to go viral.
Read Also: Interactive Facebook Posts: Level Up Your Marketing Strategy
#4. Press Coverage
Paystack, a Nigerian fintech company, gained significant press coverage when it was acquired by Stripe for $200 million. Before this acquisition, Paystack had already been featured in numerous local and international media outlets for its innovative solutions in the payment processing space. The press coverage helped establish Paystack as a leader in the African fintech industry, attracting more customers and investors.
#5. Podcast appearances
When a member of your team appears on a podcast, in a video on the radio or on any other platform, your brand will gain huge earned exposure.
To help with this, you can pitch your expertise to relevant podcasters and offer them exclusive insights or sneak peeks. Putting forward your most charismatic and knowledgeable team members will keep them returning for more.
#6. Word-of-Mouth Marketing
Word-of-mouth is most likely the most organic form of earned media. This type of marketing has played a crucial role in the success of brands like Indomie Noodles. Many Nigerians grew up eating Indomie, and the brand has become a household name. Parents recommend it to their children, friends share recipes, and social media buzz around new flavors often leads to increased sales. This genuine, organic promotion has made Indomie a household brand.
#7. Search engine snippets
Although SEO doesn’t technically count as earned media, Google’s featured snippets are an excellent example.
These snippets come in the form of paragraphs, tables, lists, and videos, and just like other earned media, they can expand your reach, drive traffic, and improve your brand’s credibility. Voice assistants often read out these snippets, too.
#8. Customer Reviews and Testimonials
Jumia, one of Africa’s leading e-commerce platforms, has leveraged customer reviews and testimonials to build trust and credibility. Positive social media and e-commerce reviews have helped Jumia attract new customers. For instance, during the Jumia Black Friday event, many satisfied customers shared their successful shopping experiences online, leading to increased traffic and sales for the platform.
#9. Trade publications
Depending on what category your products fall into, you may earn a spot in a relevant trade publication. While these publications usually have a smaller reach than mainstream media, they tend to reach highly valuable readers. These can include consumers deeply interested in your niche as well as retail professionals who may bring your brand bigger business deals.
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Importance of Earned Media in PR
Earned media is very important in public relations for several reasons. First, it builds credibility and trust. People tend to trust recommendations from others more than they trust advertising. Second, it’s cost-effective. Unlike paid advertising, you don’t have to spend money to generate earned media. Third, earned media can reach a broader audience organically, often more so than paid campaigns. Lastly, it significantly influences consumer decisions, as people are more likely to buy a product recommended by others.
How to Earn Media Coverage
You need to be strategic to secure earned media coverage. Creating shareable content is key; emotional, funny, or inspirational content tends to get shared the most. It’s also important to build relationships with journalists and influencers. We engage with them on social media and attend industry events to make connections. Encouraging customer reviews by providing excellent service and follow-ups can yield positive results. Leveraging social media for organic reach is another strategy. We’ve maintained a strong online presence by posting engaging content and interacting with followers.
Measuring the Impact of Earned Media
To measure the impact of earned media, we focus on key performance indicators (KPIs) such as website traffic, social media engagement, and conversion rates. Tools like Google Analytics and social media insights help us track these metrics. We also analyze the return on investment (ROI) by comparing the costs saved on advertising with the revenue generated from earned media efforts. This data-driven approach helps us understand what works and adjust our strategies accordingly. Here are some detailed steps you should take to measure the impact of your earned media:
#1. Track Audience Social Media Engagement Metrics
Social media should be a key part of any PR strategy. As journalists, media, and brands increasingly shift to and boost their presence on social platforms, the need to prove the value of these platforms is crucial.
If you’re operating brand social accounts, you’ll have access to built-in analytics tools that show social shares, comments, and likes – you can get this done with social monitoring tools.
#2. Check Brand Sentiment
Brand sentiment surrounding your earned media coverage may help you understand how you are perceived. It can also show you how any earned media is consistent with the targeted brand messaging and positioning.
Sentiment analysis tools can categorize individual pieces of content as positive, negative, or neutral, and they can show you how the story develops over time.
3. Evaluate Website Traffic and Referral Sources
Monitoring traffic from earned media sources allows you to analyze the effectiveness of your public relations and marketing initiatives. Has earned media been effective? If so, it provides actual evidence of audience interest and interaction.
Comparing traffic statistics before and after the release of earned media coverage can also help determine the immediate impact on website visits. Ongoing monitoring allows you to see the long-term effects of consistent PR efforts on increasing traffic to your website.
Google Analytics, for example, provides deep insights into many areas of website traffic, such as traffic sources, user journeys, conversion metrics, and more. Understanding how people interact with your website following exposure to earned media allows you to analyze the effectiveness of your public relations and marketing strategies.
#4. Monitor Lead Generation and Sales
Tracking conversion rates from earned media sources reveals how effectively your PR efforts translate into outcomes such as sign-ups, purchases, demo requests, or inquiries. Google Analytics can help with UTM parameters to track specific placements, while marketing automation platforms like HubSpot and Adobe Marketo feature conversion tracking capabilities.
This can help you implement strategies like compelling call-to-actions, personalized landing pages, and nurturing those in the discovery phase to maximize lead generation and improve conversion rates from earned channels.
Read Also: What is Brand Monitoring, and Why Is It Important For Your Business?
#5. Build Media Influence and Online Presence
While sales may be your ultimate goal, earned media can positively impact your reputation and how and when you appear online. It can build media influence and authority within your industry, and you can track your SEO visibility to help understand this through a platform like Ahrefs.
Brand mentions and backlinks can positively impact your SEO rankings too, while coverage can enhance your presence and exposure across various digital platforms.
Ultimately, earned media can be an effective avenue to build relationships with influencers, optimize content for search engines, and foster a positive online reputation for your brand.
Challenges and Solutions in Earned Media
There are challenges in securing earned media. One common issue is the difficulty in controlling the message. Unlike paid media, you can’t always predict how earned media will be received. We’ve faced negative reviews and misleading articles but learned to address them promptly and professionally. Another challenge is the time and effort required to build relationships with influencers and journalists. Patience and persistence are key. By consistently delivering value and being genuine, we’ve managed to overcome these hurdles.
Earned Media Examples: Conclusion
Earned media has been a cornerstone of our marketing strategy, providing immense value in terms of credibility, reach, and cost-effectiveness. We’ve grown our brand and built a loyal customer base by integrating earned media strategies into our overall marketing plans. Exploring the potential of earned media for your business can yield transformative results.
What Is Unearned Media?
Unearned media refers to media exposure that is not gained through organic means, such as advertising or paid promotions. It is content that brands pay for to reach their audience, including TV commercials, online ads, sponsored posts, and other paid media placements.
What Is The Difference Between Owned and Earned Media?
Owned media refers to content and platforms that a brand controls, such as websites, blogs, and social media channels. Earned media is publicity gained through organic means, like word-of-mouth, social media mentions, shares, reviews, and press coverage, providing third-party validation and credibility.
Here’s a summary on the differences between owned, earned, and paid media:
Is SEO Owned or Shared Media?
SEO (Search Engine Optimization) is primarily considered owned media because it involves optimizing content that a business owns, such as its website and blog, to improve search engine rankings. However, it can also contribute to earned media when high rankings lead to organic traffic and external backlinks.
Are Influencers Earned Media?
Yes, influencers can be considered earned media when they organically promote or endorse a brand without paid compensation. Their authentic mentions and reviews, driven by genuine interest or positive experiences, create credible and valuable exposure for the brand.
Related Articles
- The Power of Shared Media: Leveraging Collective Content for Maximum Impact
- Media Relations vs Public Relations: Key Differences You Need to Know
- Reputation Marketing: Building and Sustaining a Positive Brand Image
- Leveraging Different Forms of Media for Business Growth
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