What earned media is and why it matters | Adjust

Summary

Earned media refers to organic brand visibility gained through unpaid, third-party recognition like customer reviews, social media shares, media coverage, and influencer endorsements. It builds high consumer trust because it is not controlled by the brand. Benefits include increased credibility, wider reach, stronger customer loyalty, improved SEO, and cost-effective impact.

Examples include user-generated content, awards, and search engine traffic. Combining earned, owned, and paid media creates a balanced marketing strategy. Challenges include unpredictability, measurement difficulty, and resource intensity.

Best practices involve building relationships, encouraging UGC, and monitoring analytics. Adjust's tools help measure earned media impact on ROI.