Earned media is one type of
triple media
, and refers to media in which users and consumers themselves transmit information. The word “earned” comes from the meaning of “obtaining trust or information.”
Examples of earned media include blogs, review sites, SNS, bulletin boards, and QA sites. When using earned media, it is important to be aware of what type of users to approach and what information to spread and gain trust.
Features of earned media
In earned media, information is shared by connecting and empathizing with each other, so information tends to reach similar types of users, such as users with the same interests. In addition, if we take user reviews as an example, the information is sent by consumers who are in the same position, so it can be said that the information is more reliable for users than
paid media
.
Also, unlike paid media, earned media allows a large amount of information to be conveyed without time or space constraints, but it must be noted that companies cannot control the content of the information that is disseminated. If positive reviews go viral, meaning they become a hot topic on the internet and spread explosively, they can have a huge impact on brand recognition and product sales. However, if negative information is spread, it may have a negative impact on sales. Although the benefits are great, there are also risks that cannot be overlooked.
Reference article
