What is Earned Media and How Does it Impact Influencer Marketing?

Updated:

What Is Earned Media And How Does It Impact Influencer Marketing

Discover the crucial role of earned media in influencer marketing strategies. Learn how to generate and leverage earned media for maximum impact.

Earned media is a marketing strategy that relies on gaining publicity through promotional activities instead of paid advertising.This type of media refers to when your brand is mentioned by customers, influencers, or media outlets without having to pay for the coverage. Influencer marketing heavily relies on earned media as influencers use their social media accounts to promote products or services to their target audience. This can lead to word-of-mouth marketing and product reviews, increasing a brand’s reputation and visibility. Unlike paid media, which includes social media ads or paid influencer promotions, earned media isn’t something that’s paid for, it’s earned by delivering quality content that resonates with the audience. This organic form of media can be measured by tracking social media mentions, media performance, and overall impact on marketing efforts. Avoid blurry photos or those where you are with a group of friends and cannot distinguish who you are.

Definition of earned media

Definition of earned media: Earned media is a form of owned and earned media that isn’t paid for or directly controlled by the brand. It includes mentions, shares, and reposts on social media channels and other media channels. Unlike paid promotion, which is paid for by the brand, earned media is the result of organic efforts to promote your brand, such as content marketing and influencer marketing campaigns. This type of earned media can help increase brand awareness and credibility, as it comes from third-party sources and not the brand itself. Earned media is often more trusted by consumers, as influencers aren’t directly paid to talk about your brand. While paid content and paid social can also be effective, they are separate from earned media in a media plan.

Owned media refers to content that is created and controlled by the brand, but it isn’t earned media either. It isn’t paid for, like social media shares or mentions that make up earned media. To measure earned media, you could be paid content promotion and other forms of earned and paid media to see what is working best for your brand.

Relationship between earned media and influencer marketing

Relationship between earned media and influencer marketing In the world of digital marketing, earned media plays a crucial role in the success of brands and influencers. Influencer marketing is a form of earned media where influencers create content that mentions your brand and share it with their audience. This type of marketing is considered more authentic and trustworthy compared to traditional media or paid marketing efforts. Earned media helps brands reach a wider audience and gain positive earned media through influencers as well. On the other hand, paid media refers to paying the influencer to promote your brand through their own channels. The three types of media—owned, earned, and paid—all play a role in a comprehensive digital marketing strategy.

Benefits of incorporating earned media in influencer strategies

Incorporating earned media into influencer strategies can bring numerous benefits to your marketing efforts. When influencers promote your brand or products organically, it’s earned media that can establish credibility and trust with your audience. Unlike paid media efforts, which can sometimes feel forced or inauthentic, earned media content is viewed as more genuine and therefore holds more value for your audience. Some common examples of earned media include customer testimonials, reviews, and social media mentions from influencers.

Influencers are often seen as industry experts or trendsetters, so when they endorse your brand through earned media partnerships, it can significantly amplify your brand’s reach and credibility. By utilizing earned media in your influencer strategies, you can also use owned media to further leverage the content created by influencers. This not only enhances your brand’s online presence but also drives more traffic to owned channels like your website.

Importance of cultivating earned media in influencer campaigns

Benefits of incorporating earned media

We have seen so far what earned media is; let’s now look at its importance in influencer marketing agency campaigns. Although many companies use paid channels to promote their products or services, it is equally important to focus on cultivating earned media in partnerships with influencers. Recall that earned media refers to publicity gained through promotional efforts other than advertising, which can include social media posts, blog mentions, reviews, and more. This type of media is often more credible and trustworthy to consumers than paid channels, as it comes from third parties rather than directly from the brand itself.


Behind paid media efforts, cultivating earned media is essential to building brand credibility and trust. When influencers share their genuine experiences with a product or service, they can have a powerful impact on consumer perception. In addition, earned versus paid media often reaches a larger and more engaged audience, as followers are more likely to trust the recommendations of someone they follow.
Working with influencers to generate earned media can be a cost-effective way to expand a brand’s reach and increase awareness. By integrating earned media marketing into influencer campaigns, companies can create authentic connections with their target audience and achieve more meaningful engagement than traditional advertising methods alone.

Strategies for maximizing the impact of earned media in influencer marketing

When it comes to influencer marketing, earned media can be a powerful tool in reaching a wider audience and gaining credibility. To maximize the impact of earned media, it is essential to strategize and plan ahead. One effective strategy is to collaborate with influencers who have a strong following and engage regularly with their audience. By working with influencers who are respected and trusted within their niche, brands can increase their chances of gaining exposure and generating interest. Additionally, it is important to focus on creating authentic and engaging content that resonates with the influencer’s audience. This will not only help in building credibility but also increase the chances of the content being shared and reaching a wider audience. Another strategy is to monitor and track the performance of the earned media efforts. By analyzing the data and metrics, brands can gain valuable insights into what is working and what needs improvement, allowing them to optimize their campaigns for better results.

Share this article

Bladimir Sánchez

Bladimir Sánchez

Bladimir Sánchez is the father of four and grandfather of two. He has been writing for 7 years, and his hobby is reading. In love with his wife for 35 years, he has in God and her the support he needs to overcome any hardships.

ready to join the list?

Contact us