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Earned Media Examples: How Brands Amplified their Reach

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In today’s digital age, marketing has evolved beyond traditional advertising methods.

Brands are now harnessing the power of earned media to captivate consumers and build trust.

From viral social media posts to rave online reviews, these authentic and spontaneous forms of content are proving to be invaluable assets for businesses.

Join us as we delve into the world of earned media examples, where creativity, collaboration, and consumer influence take center stage.

earned media examples

Earned media examples are numerous and range from social media mentions, online reviews, and retweets to articles, podcasts, and product recommendations from friends and family.

Earned media is the most trusted form of content among consumers, as it is seen as the most credible source of information.

It is also cost-effective, with most of it being free.

Companies like Thrive Causemetics, Fabletics, Blue Apron, Adidas, and Instant Pot have all successfully utilized earned media to expand their reach, engage new demographics, and gain brand recognition and exposure.

Overall, earned media has a long-lasting impact and is a key area of investment for many marketers.

Key Points:

  • Earned media examples include social media mentions, online reviews, retweets, articles, podcasts, and product recommendations from friends and family.
  • Earned media is considered the most trusted form of content by consumers.
  • Earned media is cost-effective, as most of it is free.
  • Thrive Causemetics, Fabletics, Blue Apron, Adidas, and Instant Pot have all used earned media successfully to expand their reach, engage new demographics, and gain brand recognition and exposure.
  • Earned media has a long-lasting impact.
  • Earned media is a key area of investment for many marketers.

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💡 Did You Know?

1. In 2002, when Volvo launched its “Your Concept Car” campaign, they received over 3,000 potential car designs from fans. The campaign successfully generated massive earned media as automotive enthusiasts shared their excitement online, showcasing the power of user-generated content.

2. In 2009, a video titled “Dancing Matt” went viral, featuring a man named Matt Harding performing an unusual dance in various locations around the world. The video gained immense earned media coverage and led to a partnership with a popular chewing gum brand, turning Matt into a global sensation.

3. The film “The Blair Witch Project” relied heavily on earned media for its success. The film’s marketing campaign created a fictional backstory, making people believe that the footage was real. Its mysterious and creepy nature sparked intense curiosity and discussion, resulting in massive earned media coverage and a record-breaking box office return.

4. The ALS Ice Bucket Challenge, a massive social media movement in 2014, generated over 17 million videos of people pouring buckets of ice water over themselves. This viral trend, initiated to raise awareness and funds for amyotrophic lateral sclerosis (ALS), generated billions of earned media impressions globally, including participation from numerous celebrities and public figures.

5. Oreo’s “Dunk in the Dark” tweet during the 2013 Super Bowl blackout became a legendary earned media moment. As the stadium went dark, Oreo quickly tweeted a clever image with the caption “Power out? No problem. You can still dunk in the dark.” This real-time marketing stunt generated massive attention and earned media coverage, showcasing the effective utilization of social media during major events.

1. Definition Of Earned Media: The Most Trusted Content Among Consumers

Earned media is highly valued by consumers as it is seen as the most trustworthy type of content. It encompasses mentions, reviews, and retweets about a brand or product that the brand does not have control over. This content is generated by customers, social media users, influencers, or other third parties who willingly discuss the brand or product. In contrast to paid media, which is sponsored or promoted by brands, and owned media, which is created by brands on their own platforms, earned media is considered more authentic and reliable.

To summarize:

  • Earned media is the most trusted type of content by consumers.
  • It consists of mentions, reviews, and retweets that the brand has no control over.
  • Customers, social media users, influencers, or third parties voluntarily generate this content.
  • Earned media is perceived as more genuine and credible compared to paid and owned media.

“Earned media is like gold in the world of marketing.”

2. Examples Of Earned Media: Social Media Mentions, Online Reviews, And Retweets

Earned media can take various forms, and some prominent examples include social media mentions, online reviews, and retweets. When a customer shares their positive experience with a brand on social media, it generates valuable earned media. Similarly, when users post reviews on websites like Yelp or Amazon, it influences other potential customers. Retweets on Twitter can help expand the reach of a brand’s message as users share it with their followers. These examples of earned media demonstrate its power to amplify a brand’s reach through genuine customer engagement.

3. How Consumers Discover Products Online: The Power Of Earned Media

According to the BMV Digital Brand Index, US consumers rely heavily on earned media as the most common way to discover products online. This finding highlights the impact of earned media on the consumer purchase journey. Consumers trust recommendations from friends, family, and influencers, making earned media a powerful tool for brands to reach new customers. With the rise of social media, consumers are increasingly turning to platforms like Instagram, YouTube, and TikTok for product recommendations, further emphasizing the importance of earned media in product discovery.

4. Credibility Of Earned Media: Consumers’ Most Trusted Source Of Information

Consumers perceive earned media as the most credible source of information. The genuine nature of content created by customers and influencers fosters trust in a brand. Studies show that a majority of consumers believe earned media over traditional advertising. This trust stems from the fact that earned media is not controlled by brands; therefore, consumers view it as unbiased and reliable.

To harness this credibility, brands can actively engage with customers, encouraging them to share their positive experiences and building a network of brand advocates. This approach helps in building trust and credibility in a brand.

  • Earned media is perceived as the most credible source of information by consumers.
  • Studies show that consumers trust earned media more than traditional advertising.
  • Earned media is seen as unbiased and reliable since it is not controlled by brands.
  • Brands should engage with customers and encourage them to share positive experiences.
  • Building a network of brand advocates helps in harnessing trust and credibility.

5. Cost-Effectiveness Of Earned Media: Most Of It Is Free

One of the significant advantages of earned media is its cost-effectiveness. Unlike paid media, which requires a financial investment, and even owned media, which requires resources to create and distribute content, earned media is often free.

Customers voluntarily create content about a brand, and brands can leverage this content without direct monetary expenditure. This makes earned media an attractive option for brands, especially those with limited marketing budgets, allowing them to generate brand awareness and engagement without significant costs.

6. ROI Of Earned Media: Every Dollar Invested Generates $5.78

Investing in earned media strategies can yield substantial returns for brands. According to the Influencer Marketing Hub, for every dollar invested in earned media, marketers generate $5.78 for their companies. This impressive return on investment underscores the effectiveness of earned media in driving customer action, such as purchases or conversions. Brands that effectively leverage earned media by fostering positive relationships with customers and influencers can capitalize on this high ROI potential and achieve significant business growth.

7. Long-Lasting Impact Of Earned Media: Discoverable Indefinitely Through Search Engines

Earned media has a long-lasting impact on a brand’s reputation and discoverability. Articles, podcasts, reviews, and other forms of content created by customers or influencers remain online indefinitely. This means that even as time passes, these pieces of content can still be discovered by potential customers through search engines. As a result, earned media has the potential to continue influencing consumers long after its initial creation, ensuring a lasting positive impact on a brand’s online presence.

  • Earned media creates a long-lasting impact on a brand’s reputation and discoverability.
  • Content created by customers or influencers remains online indefinitely.
  • Potential customers can discover this content through search engines.
  • Earned media continues to influence consumers even after its initial creation.

“Earned media has the potential to continue influencing consumers long after its initial creation, ensuring a lasting positive impact on a brand’s online presence.”

8. Growing Investment In Earned Media: 38% Of B2B Marketers Plan For 2022

The importance of earned media is continuing to grow, specifically among B2B marketers. In 2022, 38% of B2B marketers plan to make earned media a key area of investment. This trend reflects the recognition of earned media’s ability to drive brand awareness, engagement, and conversions in the B2B space. With the increasing importance of influencer marketing, social media, and online reviews, B2B marketers are realizing the tremendous potential of earned media in reaching their target audience and achieving marketing objectives.

9. Adblocker Usage: 61% Of People Trust Recommendations From Friends And Family

With the increase in adblocker usage, brands are encountering difficulties in reaching their target audience through conventional advertising channels. Nonetheless, earned media offers a solution to this predicament. Consumers tend to place more trust in recommendations from friends and family than traditional advertisements. This reliance on earned media as a reliable source of information emphasizes the importance for brands to utilize customer testimonials, reviews, and influencer partnerships. By doing so, brands can ensure that their message reaches the desired audience, even in the face of adblocker usage.

  • Adblocker usage is on the rise, posing challenges for brands in reaching their target audience through traditional advertising channels.
  • Consumers rely more on earned media (such as recommendations from friends and family) than traditional advertisements.
  • Brands should leverage customer testimonials, reviews, and influencer partnerships to ensure their message reaches the desired audience despite adblocker usage.

10. Comparison To Other Media: Difference Between Paid, Owned, And Earned Media

To understand the power of earned media, it is essential to differentiate it from paid and owned media.

Paid media refers to content that is sponsored or promoted by brands to drive awareness, traffic, and conversions. It includes display ads, social media advertising, and other forms of paid promotion.

Owned media, on the other hand, is content created and distributed by brands on their own platforms, such as websites, emails, and social media profiles.

While paid and owned media have their advantages, earned media stands out as the most trusted and credible form of content among consumers. Earned media is created by customers, social media users, and influencers, making it more genuine and unbiased. It also has a long-lasting impact as it remains discoverable through search engines. Moreover, earned media is cost-effective, with most of it being free.

By understanding the differences between these media types, brands can effectively integrate earned media strategies to amplify their reach and engage their target audience successfully.

Earned media plays a vital role in a brand’s marketing strategy. It is the most trusted form of content among consumers, driving product discovery, and influencing purchasing decisions. The credibility and cost-effectiveness of earned media make it an attractive avenue for brands to amplify their reach and engage new demographics. As consumer trust in traditional advertising declines and adblocker usage increases, brands must leverage earned media to ensure their message reaches their target audience effectively.

  • Brands can utilize earned media strategically to achieve significant growth and build long-lasting relationships with their customers.

FAQ

What is an example of earned media marketing?

An example of earned media marketing is when a brand creates an informative and captivating video that goes viral through social media and online sharing. This type of earned media can greatly increase brand exposure and reach a wide audience organically, without the need for paid advertising. Another example is when a company releases a well-crafted and newsworthy press release that attracts the attention of journalists and media outlets, leading to positive coverage and increased brand recognition. Both instances demonstrate the power of creating valuable content that resonates with the audience and garners organic attention and endorsement.

What is Netflix earned media?

Netflix earned media refers to the organic and unpaid attention and publicity that the company garners through the sharing and engagement of its content. With its captivating shows and movies, Netflix has become a phenomenon, often finding itself on the trending page as users share and discuss its content. This unpaid interaction and buzz generated by users is a testament to Netflix’s ability to master the art of earned media, leveraging it as a powerful marketing tactic. As people become more engaged and interested in Netflix, the company enjoys increased visibility and popularity, driving further growth and success.

Is Facebook earned media?

Facebook falls under the category of earned media. While businesses have control over creating and managing their Facebook pages, the content that users generate on these pages, such as comments, shares, and reviews, is considered earned media. Facebook provides a platform for businesses to engage with their audience, and the content that users create about the brand contributes to its overall reputation and reach. Due to the interactive nature of Facebook, businesses can benefit from user-generated content, which effectively serves as earned media.

However, it is worth noting that Facebook also incorporates elements of owned media. Businesses have control over what they post on their Facebook pages, allowing them to create and disseminate their own content. This combination of owned and earned media on Facebook provides businesses with a comprehensive marketing approach, where they can utilize both their owned content and the content created by others to extend their reach and enhance their brand image.

What is the most effective earned media?

While word-of-mouth is undoubtedly a powerful form of earned media, the most effective earned media can vary depending on the context and target audience. For some industries, influencer marketing could be incredibly impactful, as influencers have built trust and credibility with their followers. Their recommendations or endorsements can greatly influence consumer behavior, making it a highly effective form of earned media. Additionally, positive online reviews and testimonials can also be highly influential. People often rely on the experiences and opinions of others when making purchasing decisions, so having a strong online reputation and a steady stream of positive reviews can greatly sway consumer behavior. Ultimately, the most effective earned media will depend on the specific industry and target audience.

However, it’s important to note that the effectiveness of earned media is not solely dependent on the medium itself, but also on the authenticity and genuineness of the message. Any form of earned media that is authentic, resonates with the target audience, and elicits a positive emotional response has the potential to be highly effective.