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. This brings up an important question: should your brand invest in 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 on a larger scale. It’s the positive exposure your brand gets through unpaid efforts. It includes organic publicity that comes from having a great product, a compelling story, or just the right kind of buzz. Some examples of earned media are press coverage (features and mentions in media publications), organic social media buzz, product reviews, and user-generated content.
The benefits of earned media
Earned media is seen as more credible than paid media because it’s an authentic endorsement from a trusted third party. When a fashion magazine raves about your new collection or a beauty TikToker gushes over your skincare product, it carries more weight because it’s not a paid promotion. These genuine reviews of your brand can build organic interest and encourage others to share their experiences with your brand.
Another benefit is that earned media often includes backlinks to your website, which can boost your search engine ranking. When reputable sources link back to your site, Google sees 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 direct costs associated with paid advertising. If your brand is featured in a major publication or has a viral moment on social media, the return on investment will be endless.
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, making it a more predictable and scalable way to reach your audience. Examples of paid media include social media ads, pay-per-click (PPC) advertising, sponsored content from influencers or publications, and display ads.
The benefits of paid media
Paid media also has incredible benefits for your marketing strategy. With paid media, you have full control over your content’s message, timing, and placement. This means you can craft the perfect ad to target specific demographics, ensuring your message reaches the right people at the right time.
Paid media also allows you to scale your efforts quickly. 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. Increasing your ad spend can also help you reach a larger audience and drive more traffic to your website.
Finally, paid media campaigns are highly trackable. You can monitor clicks, conversions, and ROI in real time, allowing you to adjust your strategy for optimal performance. This isn’t always easy to do in earned media campaigns.
So, which is better for your brand?
The truth is, there’s no one-size-fits-all answer. Both earned and paid media have their place in a well-rounded marketing strategy, especially in the fashion, beauty, and lifestyle spaces. However, the right balance between the two depends on several factors.
Brand stage: If your brand is new to the market, paid media is your best bet. You can quickly generate awareness and drive traffic to your website or social media channels. Once you’ve established a presence, earned media can start to play a bigger role. If you’re an already established name, earned media will maintain your brand’s credibility and engage your loyal audience. Paid media will then support specific campaigns or reach new segments.
Budget: If you have a tight budget, earned media is more cost-effective in the long run. Focus on building relationships with influencers, creating shareable content, and encouraging user-generated content. If you have a larger budget, combining both earned and paid media can maximize your reach. Paid media can drive immediate results, while earned media can build lasting credibility and organic engagement.
Marketing goals: For quick wins, like a product launch or seasonal promotion, paid media is often the way to go. It provides the speed and control needed to make an immediate impact. If your goal is to build a loyal customer base and establish your brand as an industry leader, earned media is invaluable. It fosters trust and long-term engagement that paid media alone can’t achieve.
The perfect mix: integrate earned and paid media
In reality, the most effective strategy involves a mix of both earned and paid media. For example, a fashion brand could run paid Instagram 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 creates a buzz that keeps the brand top of mind. This integrated approach allows you to benefit from the immediate impact of paid media while also building your brand reputation through earned media.
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 brand. By understanding the strengths and limitations of each, you can craft a media strategy that not only reaches your target audience but also resonates with them in a meaningful way.
As a public relations agency, we’re here to help you navigate the media landscape and create a strategy tailored to your brand’s unique needs. Whether you’d like to amplify your brand’s voice through earned media, leverage the reach of paid media or find the perfect mix of both, we’ve got you covered. Let’s work together to make your brand stand out in your industry!
About Rani Public Relations
We are Rani Public Relations, a boutique PR agency for fashion, beauty, lifestyle and interior design businesses. Powered by a decade of passionate PR experience and heart-centered storytelling, we turn startups into standout national brands.