Earned media refers to any publicity or brand exposure you don’t pay for or create yourself—like shoutouts, mentions, shares, reviews, or press coverage that happens organically. It's the digital version of good old-fashioned word of mouth, amplified by the reach of social media.
You can’t buy earned media. You have to earn it. And when you do, it often carries more weight than any ad campaign.
Here’s the breakdown:
Word of mouth isn’t just verbal anymore—it lives in the comments, DMs, quote tweets, and Reels reactions that happen every day. Social media has turned earned media into a constant stream of unsolicited brand exposure.
Here are some examples:
These are all forms of earned media coverage, and they carry immense value—because people trust people more than brands.
Earned media feels authentic because it’s not coming directly from your marketing team. It builds trust, fuels organic reach, and influences potential customers at key moments in their decision-making journey.
According to Nielsen studies, consumers trust earned media more than any other form of marketing—yes, even more than influencer posts or paid ads.
It’s also a key driver of SEO. When authoritative sources link to your content or when users mention your brand in high-volume threads, it can boost your visibility across search and social platforms.
The catch? You can’t fully control it. But you can influence it by:
Q: What is earned media in social media? Earned media on social media refers to unpaid brand exposure that happens when users, influencers, or media outlets mention or share your content without being asked or paid.
Q: How does word of mouth contribute to earned media? Word of mouth is one of the oldest forms of earned media—now supercharged by social media. When people recommend your brand or content in conversations or posts, it spreads organically.
Q: What are examples of earned media coverage? Examples include a press article about your startup, a viral TikTok by a fan, or someone posting about your product in a Reddit thread—all without you sponsoring or requesting it.
Q: Is earned media better than paid media? Not necessarily better, but more trusted. Earned media is harder to achieve but often more impactful because it comes across as unbiased.
Q: Can businesses track earned media performance? Yes. Tools like social listening platforms, PR trackers, and sentiment analysis software can help monitor brand mentions and measure the impact of earned media.
