What characterizes earned media?

Earned media is characterized primarily by unpaid coverage or consumer sharing. This type of media refers to the exposure a brand receives through word-of-mouth, social media mentions, articles, blog posts, reviews, or any other form of visibility that is not directly paid for by the brand. It often results from positive consumer interactions, such as a customer recommending the brand to others or a journalist writing a favorable article about it.

The distinguishing feature of earned media lies in its credibility; it tends to come from third-party sources, which can enhance the brand's reputation and trustworthiness in the eyes of potential customers. Unlike paid advertising, which is explicitly bought, earned media reflects organic awareness and interest, making it a valuable aspect of a comprehensive marketing strategy.