Which type of media includes user-generated content?

User-generated content falls under the category of earned media, which is content created by the audience or consumers rather than the brand itself. This type of media is typically organic and not directly controlled by the company. It includes reviews, testimonials, blogs, images, and videos shared by users that can help build brand awareness and credibility.

Earned media is valuable because it often reflects genuine consumer experiences and opinions, leading to higher trust compared to branded content. When a user creates content that mentions a brand, they are essentially endorsing it, which can greatly enhance its reputation and reach without the brand having to pay for placement or sponsorship.

This is distinct from the other types of media. Owned media refers to channels that a brand controls, such as its website or social media profiles. Shared media encompasses content that is shared among users through social networks, but it is typically user-shared rather than fully created content. Paid media involves any content that a brand pays to promote, such as advertisements. Each of these categories plays an important role in a comprehensive digital marketing strategy, but earned media specifically highlights the impact of user-generated contributions.