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Social media, billboards, magazines, digital display ads, native ads, and search ads are just a few of the different types of paid media. Paid media can work on its own or with earned media to help you increase brand awareness and conversions. However, paid media allows for more flexibility in your budget because you’ll always know how much it costs. Measuring the true cost of earned media strategies like PR is challenging because you can’t always determine how much a media placement earns you in revenue. Depending on your overarching paid media strategy, which may include traditional advertisements, tracking your results can get a little more complex.

From social buzz to press mentions, earned media examples come in many forms, and all of them can play a vital role in building brand awareness and trust. A strong earned media presence makes your ads more believable and your content more trustworthy. Visitors who find you through earned media tend to be more engaged. Many forms of earned media, like backlinks from reputable sites or mentions in high-authority domains, boost your website’s domain authority. Instead, you invest in quality experiences, useful content, or products that are worth talking about.

• To find out how Cision can help you apply these learnings to your own strategy and enhance your earned media efforts, speak to an expert.
• Tools like Google Analytics, UTM parameters, and CRM integration help track how earned media influences traffic, conversions, or brand lift over time.
• Reels and photos vied for first for Financial Services brands on Instagram this year, with video posts lagging majorly.
• Financial Services brands didn’t miss an opportunity to connect with followers on holidays like Christmas, International Women’s Day, and Mother’s Day.
• Breaking down all the key stats from the big game’s ads, including cost, reach, social engagement and more.

Monitoring audience engagement shows how well an influencer is resonating with their audience and offers a qualitative assessment of the impact and efficacy of their content in driving brand interactions. That’s why brands need to track not only likes, comments and shares, but also saves, shares, replies and user-generated content volume as leading indicators of conversion intent. Engagement metrics matter because influencer content is directly shaping purchase behavior and brand trust. But using a platform like Sprout Influencer Marketing where you can get in-depth reports like below, or requesting a performance report from the influencer, will enable you to gather one or both of these metrics. One person can see a post multiple times, so the impressions will always equal or exceed reach. Tracking reach and impressions in influencer marketing earned media is one of the simplest ways to measure brand awareness.

Benefit 2: Increased Reach and Brand Awareness

Just as PR professionals once learned to navigate social platforms like Twitter and TikTok, they now need to track what AI systems are saying about their brands. Brands must prioritize authoritative storytelling, proprietary insights and expert voices to ensure they’re surfaced in AI summaries.” That means earned media often becomes the data on which these engines are trained.

Your livelihood is

Unlike earned media, paid media is easy to obtain as long as you have the necessary budget for it. Knowing your target audience is crucial when investing in an earned media strategy because you must target journalists and publications that cater to the same audience. And finally, earned media is notoriously difficult to track, so it’s challenging to determine your true return on investment (ROI). Conversely, earned media comes from an external source, whether your customers themselves or the press, so it’s more trustworthy than other types of media. As you may know, consumers no longer trust brands as they once did, and other types of media, such as paid media, can sometimes come off as untrustworthy.

Converting Earned Media into Leads

Mentions in reputable media, whether online, print, TV, or radio, enhance your brand's prestige and reach. Therefore, having a good network of journalists is not just beneficial, but essential to the success of your earned media strategy. Well-fostered relationships can result in more frequent and quality coverage, making your brand a credible source of information.

The 5-Day MBA in Modern Day PR

The main purpose of paid and earned media is the same — to increase sales and boost profits. If you did, your pitch would likely go ignored because your topics are irrelevant to the person you pitched and their audience. Instead, you have to make the press listen to you by providing them with a story or doing something noteworthy that interests their audience — the public. As we’ve mentioned, earned media is difficult to come by, even if you have a dedicated public relations team.

While holiday-themed hashtags dominated for FinServ brands on Instagram and Twitter, these brands focused on getting down to business more on TikTok with hashtags like #MoneyTips and #MoneyTok. Financial Services brands were all about holiday and finance hashtags this year on Twitter. Financial Services brands didn’t miss an opportunity to connect with followers on holidays like Christmas, International Women’s Day, and Mother’s Day. Video and photo tweets outpaced status updates and links for Financial Services brands on Twitter this year.