Earned media is exposure you didn't pay for and don't directly control. It includes shares, mentions, reviews, user-generated content, press coverage and word of mouth. You earn it by being useful, interesting or remarkable.
It is one part of the paid, owned and earned model. Paid media is advertising, owned media is your own channels like your website and social profiles, and earned media is what others say about you.
Because it comes from third parties, earned media tends to feel more credible than ads. Track it through mention volume, share of voice, shares, reviews and referral traffic, and use social listening to catch conversations you aren't tagged in.
Questions about Earned Media
What are examples of earned media?
Common examples include customers sharing your posts, a journalist writing about your launch, a creator mentioning your product unprompted, online reviews, reposts of your content and people tagging your brand in their own photos or videos.
What is the difference between earned, owned and paid media?
Paid media is exposure you buy, like ads and sponsorships. Owned media is channels you control, like your website, newsletter and social accounts. Earned media is attention others give you for free, like shares, press and reviews.
How do you measure earned media?
Track brand mentions, shares, reposts, reviews, press pickups and share of voice over time. Social listening tools help find untagged mentions. Some teams also estimate earned media value by comparing reach to what similar exposure would cost in ads.
