What Is Earned Media In Digital Marketing?

In the world of digital marketing, there are different types of media that marketers can use to promote their brand or product. One of these is earned media, which is a powerful tool that can help increase brand visibility and credibility.

Earned media refers to any publicity or exposure that a brand receives through word-of-mouth, social media mentions, or coverage in the press. Unlike paid media, which involves paying for advertising space, earned media is the result of organic exposure that a brand has received through positive buzz generated by consumers, influencers, or media outlets.

Some examples of earned media include social media mentions, online reviews, user-generated content, and coverage in the press. According to a survey conducted by Nielsen, 92% of consumers trust earned media, such as recommendations from friends and family, more than any other form of advertising.

Here are some key benefits of earned media in digital marketing:

1. Increased brand visibility: When people share positive content about your brand on social media, it can help increase your brand's visibility and reach a wider audience.

2. Credibility: Earned media can help establish your brand as a credible source in the eyes of consumers, as it is viewed as a more authentic and unbiased form of promotion.

3. Cost-effective: Compared to paid media, earned media can be a cost-effective way to promote your brand or product.

4. Higher engagement: People are more likely to engage with content that has been shared by their friends or influencers they follow, leading to higher engagement rates and potentially more conversions.

To leverage the power of earned media in your digital marketing strategy, it is important to create content that resonates with your audience and encourages them to share it. This can include creating engaging social media content, hosting influencer campaigns, and building relationships with media outlets to secure coverage.

In summary, earned media is a valuable tool in digital marketing that can help increase brand visibility, credibility, and engagement. By focusing on creating shareable content and building relationships with influencers and media outlets, brands can leverage the power of earned media to promote their products or services.