What is earned media?

Earned media refers to content that is generated organically, primarily through consumer interactions and word-of-mouth endorsements about a brand. When a consumer talks about a brand positively, shares their experiences on social media, writes reviews, or mentions the brand in conversations, they contribute to earned media. This type of media is valuable because it reflects genuine consumer sentiment and is often perceived as more credible than paid advertising, as it arises from the audience's voluntary actions rather than being directly influenced by the brand's financial investment.

In contrast, paid media involves any content that a brand pays for, such as advertisements. Internal communications like newsletters serve the company’s internal audience and do not typically engage broader public interaction. Blog posts published by brands are typically considered owned media, as they are created and controlled by the brand itself, distinguishing them from earned media that relies on external endorsements. Thus, the definition of earned media aligns distinctly with consumer-driven promotion and advocacy rather than any paid or directly controlled content.