How is shared media defined?

Shared media is best defined as content that encourages interaction and sharing among users, often seen in social media platforms. When individuals share content, they amplify its reach beyond the initial audience, creating a broader conversation around the brand or topic. This sharing is distinct from paid media, which involves purchasing placements, and earned media, which comes from organic mentions and coverage.

The definition as a combination of paid and earned media encompasses the nature of shared media. It captures the essence of collaboration between what a brand has sponsored and what the audience willingly shares, creating a synergy that enhances brand visibility and engagement. In the context of digital marketing, shared media embodies the interactions that occur when consumers engage with content and share it within their networks, ultimately enhancing brand presence and loyalty.

Other definitions, while related to media practices, do not encapsulate the essence of shared media. For instance, a focus solely on company-controlled channels or traditional advertising misses the interactive and community-driven aspects that define shared media. Only through sharing does content gain a new life and reach, which is crucial in today’s digital landscape.