Earned Media

What Is Earned Media in Native Advertising?

Earned media refers to publicity gained through organic means rather than paid advertising. In native advertising, it often involves content shared or endorsed by users, influencers, or publications due to its relevance or value.

Examples of Earned Media

• Social Shares: When users organically share a native ad or branded content on social media.
• Influencer Endorsements: Influencers promote content without compensation because it aligns with their brand.
• Press Coverage: Media outlets or blogs write about a brand’s native advertising campaign, adding credibility.

Key Points about Earned Media

• Boosts brand credibility through third-party endorsements.
• Drives organic reach, often extending the campaign’s impact without extra cost.
• Relies on high-quality, shareable content that resonates with audiences.

Earned Media Best Practices

• Create valuable, relatable content that encourages sharing.
• Engage with audiences authentically to build trust and credibility.
• Use analytics to track engagement and optimize content.

Considerations

• Hard to control, as earned media depends on user interest and perception.
• Monitoring sentiment is essential to ensure positive brand association.
• Can require time and consistency to achieve noticeable results.