Earned media refers to the publicity or exposure a brand, product, or service gains through word-of-mouth, viral sharing, media coverage, reviews, or mentions on social media.
This differs from paid advertising or owned media channels that the brand controls.
Essentially, it results from third-party endorsements or organic amplification by consumers, influencers, journalists, or other external sources.
Because earned media is generated by outside parties rather than the brand itself, it is considered more valuable than paid or owned media.
This is because earned media is seen as more reliable and trustworthy than media that is paid for or controlled by the brand.
It is imperative for us to guide pan-African entrepreneurs through the strategic importance of earned media in consolidating their brands and entrepreneurial efforts sustainably and highlighted below:
Credibility and trustworthiness: When compared to bought or owned media, consumers have a higher level of confidence and credibility in earned media.
This is because earned media originates from independent sources, such as journalists, influencers, or satisfied customers.
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By providing positive evaluations, recommendations, and endorsements, these sources have the potential to enhance the legitimacy of a business and influence consumers’ purchasing decisions.
Cost-effectiveness: Compared to paid advertising, earned media can be somewhat more economical.
Unlike bought media, which requires spending money on placement and promotion, earned media results from organic amplification and word-of-mouth, often incurring no direct costs to the business. As a result, it is an effective way to build brand awareness and reach a wider audience without a substantial financial outlay.
Greater amplification and reach: Earned media can connect with a wider audience beyond the brand’s current customer base, which is a key benefit.
Enhancing a brand’s visibility and expanding its reach to new audiences can be achieved through positive mentions, shares, and endorsements on social media platforms, review websites, or traditional media outlets. This ultimately leads to increased brand awareness and exposure.
Earned media provides a type of validation and social proof for the company. This is the fourth and last benefit obtained from earned media.
The legitimacy, quality, and value proposition of the brand are validated in the eyes of consumers through the use of positive reviews, testimonials, and media coverage about the brand.
Potential customers can feel more at ease and be more motivated to engage with the company or make a purchase if they are presented with social proof.
The pan-African entrepreneurs must also be aware of the various forms of earned media that influence their market spaces.
There are many different types of publicity and exposure that a company gains through organic or third-party channels, and these all fall under the category of earned media. Earned media can be categorised as follows:
Press/mainstream coverage: This includes mentions of the brand or its products or services in publications such as newspapers, magazines, online outlets, blogs, and broadcast media.
It also covers news articles, features, interviews, and other forms of coverage. Improving a brand’s exposure, trustworthiness, and reputation can be achieved through positive news coverage.
Mentions on social media: Social media platforms serve as channels through which users, influencers, and other brands can share, comment on, or discuss content related to the brand.
There is a link between positive mentions, shares, tags, and user-generated content that leads to greater brand exposure, engagement, and advocacy.
Customer reviews and suggestions: Feedback, testimonials, and recommendations from customers significantly influence consumers’ purchasing decisions.
Establishing trust, credibility, and social proof for a business can be achieved through the dissemination of positive ratings on review websites, e-commerce platforms, social media, and blogs.
Endorsements from Influencers: Influencers and content creators with a significant and engaged following can boost a business’s visibility and reach by receiving endorsements, sponsored content, product reviews, and mentions on their social media channels, blogs, or videos.
Word-of-mouth referrals: Personal recommendations and referrals from satisfied customers, friends, family members, or colleagues can enhance brand recognition and consideration.
Word-of-mouth involves using personal recommendations and referrals. Because they are perceived as trustworthy and authentic, word-of-mouth endorsements hold considerable influence.
Modern-day entrepreneurs should recognise the strategic importance of leveraging earned media to ride the awareness wave and gain the benefits that come with such third-party endorsement. Here are some ways to gain traction and engage through earned media.
Create exceptional content: Develop content that is high-quality, valuable, and shareable, and that connects with the audience you’re targeting.
This could include articles that inform, videos that entertain, graphics that are visually attractive, infographics that offer insightful information, and interactive quizzes and polls.
Leverage partnerships with Influencers: Work with content creators and influencers who have a following relevant to your industry or niche and are actively engaged with their audience.
Creating authentic and engaging sponsored content, product reviews, or brand endorsements on influencers’ social media channels, blogs, or YouTube videos can be achieved through collaboration with these individuals.
The third step is to encourage user-generated content (UGC), which involves motivating your customers and followers to create and share content related to your brand, products, or experiences.
Develop campaigns, contests, or challenges that prompt people to post photographs, videos, testimonials, or reviews on social media platforms, using branded hashtags or tagging your official account. This approach helps foster greater engagement with your business.
Establish relationships with journalists and media outlets: Build relationships with journalists, bloggers, reporters, and media outlets that cover topics relevant to your sector or of interest to your target audience. It would be beneficial to provide them with insightful information, ideas for stories, expert analysis, or unique access to new items or forthcoming events.
Coordinate attention-grabbing events, experiential activations, or publicity stunts that are unique, one-of-a-kind, and memorable.
This relates to the fifth point, which is to host events and stunts.
Charity events, pop-up stores, meet-and-greets with influential people, and product launches are all examples of events that can attract media attention and create buzz on social media.
Until then, think, eat, sleep, and dream about branding!
- *Dr Farai Chigora is a businessman and academic. He is the head of business science at Africa University’s College of Business, Peace, Leadership, and Governance. His doctoral research focused on Business Administration (Destination Marketing and Branding Major, UKZN, SA). He can be contacted for feedback at [email protected] or via WhatsApp mobile: +263772886871.
- *Dr Tabani Moyo is an extra-ordinary researcher with the University of North West, South Africa’s Social Transformation School. He holds a Doctorate in Business Administration (Research focus on new media and corporate reputation management, UKZN), chartered marketer, fellow CIM, communications and reputation management expert based in Harare. He can be contacted at [email protected] @TabaniMoyo (X)
