Earned Media
What is Earned Media in Growth Hacking?
Earned media is a form of publicity that a company or individual gains through word-of-mouth, social media shares, mentions, reviews, or other unpaid methods, rather than through paid advertising or owned channels.
Synonyms: Organic publicity, Word-of-mouth marketing, Viral marketing, Free media exposure, User-generated content
Why Earned Media is Important in Growth Hacking
Earned media is a crucial component of growth hacking strategies because it leverages the power of organic reach and credibility. When users, customers, or influencers talk about your product or service without being paid, it creates a ripple effect of authentic promotion. This type of media is often seen as more trustworthy than traditional advertising, making it highly valuable for startups and established businesses alike.
How to Generate Earned Media for Growth
- Create shareable content
- Engage with your audience on social media
- Encourage user-generated content
- Implement referral programs
- Provide exceptional customer experiences
By focusing on these strategies, you can increase the likelihood of earning media mentions and shares, which can significantly boost your growth efforts.
Examples of Successful Earned Media Campaigns
- Airbnb's user-generated content strategy
- Dollar Shave Club's viral video
- Dropbox's referral program
- Tesla's product launches without traditional advertising
These examples showcase how companies have leveraged earned media to achieve rapid growth and brand recognition without relying solely on paid advertising.
Frequently Asked Questions
- What's the difference between earned, owned, and paid media?: Earned media is unpaid publicity, owned media is content you control (like your website), and paid media is advertising you pay for.
- How can I measure the impact of earned media?: Track metrics like social shares, mentions, backlinks, and referral traffic to gauge the effectiveness of your earned media efforts.
- Is earned media more effective than paid advertising?: While both have their place, earned media often carries more credibility and can be more cost-effective for startups and growth-focused companies.
- How long does it take to see results from earned media strategies?: Results can vary, but consistent efforts over 3-6 months typically yield noticeable improvements in brand awareness and organic growth.
