Earned Media vs Paid Media: Which Is Better?
Getting your brand noticed is both an art and a science. Countless brands are fighting for the same customers you are, so you need the right media strategy to stand out. But which is more valuable: earned media or paid media? Let’s break down what these terms mean, their benefits and which is right for your brand.
What is earned media?
Earned media is like word-of-mouth marketing. It’s the positive exposure your brand gets through unpaid efforts. Think press coverage, organic social media buzz, product reviews and user-generated content. Journalists, creators and customers feel compelled to talk about your brand because you have a great product.
The benefits of earned media
Earned media is like an endorsement from a trusted friend. When a wellness magazine mentions your brand or a beauty TikToker loves on your skincare launch, it tends to carry more weight because it’s not a paid promotion; it’s a genuine review of your brand. These reviews can build organic interest in your brand and encourage others to share their experiences too.
Another benefit is that earned media usually includes backlinks to your website, which can boost your search engine ranking (SEO) and answer engine optimization (AEO). When reputable sources link back to your site, Google and AI search engines see your brand as more trustworthy — thus helping you climb the search results. Also, while earned media can take time and effort to secure, it doesn’t have the major costs that come with paid advertising.
What is paid media?
Paid media, on the other hand, is exactly what it sounds like: media exposure that you paid for. Paid media gives you control over the message, the timing and the placement of your brand. Some examples include social media ads, pay-per-click (PPC) advertising, sponsored content from influencers, paid campaigns with publications or display ads.
The benefits of paid media
Paid media can also benefit your marketing strategy. With paid media, you have full control over the messaging and have access to a built-in ad audience. That means you can craft the perfect ad to target specific demographic and reach the right people at the right time.
Another benefit of paid media is the ROI. Earned media can take time to build, but with paid media, you can see results almost instantly. If you’re launching a new product or have a limited-time offer, paid media can drive the quick awareness and actions you need. These campaigns are also highly trackable. You can monitor clicks and conversions in real time, which isn’t always easy to do in earned media campaigns.
So, which is better for your brand?
The answer is both! A beauty brand could run paid TikTok ads targeting a specific demographic, while also sending press releases and samples to editors and influencers. The paid ads generate quick awareness and sales, while the earned media builds credibility and buzz that keeps the brand top of mind. An integrated approach will give you the immediate impact of paid media while also building your brand reputation through earned media.
To find the right balance between earned media and paid media, consider these factors:
Timing: For long-term goals, like building brand awareness or changing public perception, earned media is invaluable. For quick wins like seasonal promos, you need the speed and control over messaging that paid media offers. If you’re running a big holiday campaign, your brand could leverage affiliate press coverage (earned media) and paid influencer campaigns (paid media) to maximize sales.
Brand stage: If your brand is new to the market, paid media can help drive website traffic quickly. Once you’ve built a presence and solid sales, earned media can start to play a bigger role. If you’re an already established brand, earned media will help you grow brand awareness. Paid media can then support specific launches or reach new customers.
Budget: If you have a tight budget, earned media will be more cost-effective in the long run. Focus on building organic relationships with journalists, creating shareable content and encouraging customers to share reviews. But if you have a larger budget, explore both earned and paid media to maximize your reach.
Our final thoughts
The choice between earned and paid media isn’t about picking one over the other; it’s about finding the right balance for your unique brand. As a public relations agency, we’re here to help you navigate the media landscape and create a strategy tailored to your brand’s needs. Whether you want to share your story through earned media, take advantage of paid media’s reach or find the perfect mix of both, we’ve got you covered. Let’s work together to make your brand stand out in wellness, lifestyle and CPG industries!
