Earned Media - What Is It, And Why Is It So Valuable?

Earned media is what others say about your brand. Any publicity generated by others outside of your organisation, that you've not commissioned or paid for is considered earned media.

It can include re-shares and retweets, referrals through word of mouth or digital, mentions on social media, articles and blogs about your business or product.

More than 35% of people online are using adblockers

Consumers are constantly inundated by ads and noise from businesses trying to promote and sell their products and services. They're increasingly tuning out to these forms of self promotion or paid media, treating them as spam.

Instead, they are turning to earned media - trusting these sources significantly more than paid media (advertising) and owned media.

82% of consumers seek referrals from people they know before purchasing. 83% trust digital word of mouth more than advertising.

The fact that what is being said about your business is coming from someone external and unrelated, makes it objective and powerful. No one is paying for this, but the positive experiences your customers have had with your brand have incited them to tell others about your business.

More interesting stats:

  • 63% of adults online talk about products and services

  • A further 81% read what other people have posted about these products

  • 25-40% of all traffic and lead generation comes from earned media.

  • Earned media can see conversion rates of 5% or more, compared to around 1% for traditional media

  • 78% are influenced by social media when making a purchase decision. Instagram being the most popular platform for earned media, with 95 million posts per day created by people who are posing with their latest purchases, strongly influencing others to try products, services, food, and drinks.

With these numbers and stats, it would make sense to consider earned media in your marketing strategy by looking for ways to:

  1. Connect with influencers. Build relationships with the industry leaders who already reach your target audience. Reach out and pitch why your content might be valuable for re sharing.

  2. Build your audience by engaging with your fans and advocates. Seek out to interact with them.

  3. Use live events and industry trade shows to share and promote your content. Participate by presenting topics to audiences who have signed up because they're interested in learning more.

Data source: Nielsen, Newswire

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