Which media type is specifically about content that consumers talk about positively?

Earned media refers to exposure gained through word-of-mouth, public relations, viral marketing, and other non-paid activities that generate interest or discussion among consumers. This type of media arises when content is shared and discussed positively by consumers, influencing their peers and creating a buzz around a brand or product.

What makes earned media particularly valuable is that it is perceived as more authentic and trustworthy compared to paid alternatives. Consumers are more likely to trust information coming from friends, family, or other consumers than from advertisements. This organic conversation helps to build credibility and can lead to increased brand awareness, loyalty, and sales.

Paid media, such as advertisements, is a form of promotional content that a company pays for to reach consumers. Owned media, which encompasses content that a brand controls, like its website and social media profiles, doesn't inherently involve consumer discussion or feedback unless it prompts conversation. Shared media, while related to social sharing, primarily focuses on the distribution aspect rather than the positively influenced consumer conversation that characterizes earned media.