Why is earned media important

jolomic

Earned media is something every company strives for, and there are two main reasons why. 1. Earned media is often cheaper in the long run When Parachute launched its new wool mattress in 2019, the company opted for earned media over paid media. Editors and influencers weighed in on the product, resulting in tons of articles and Instagram stories from people who tested the mattress. They spent a total of about $20,000 on PR and product gifts. According to Ariel Kaye, founder of Parachute , this earned media campaign would have needed to spend at least $2 million on Facebook ads to get the same number of impressions as his campaign. And unlike paid media, which requires you to spend more money to get more impressions over time, earned media is a gift that keeps on giving.


Press  Australia Phone Number Data articles often have links to products and companies, which improves SEO . These articles can also rank in searches and send you referral traffic over time. 2. Earned media is great for brand building The “lack of control” with earned media is an advantage, not a disadvantage. Because brands have no control over the message, consumers view it as more trustworthy. Third-party reviewers can provide unbiased opinions on products, and people can share their honest thoughts about companies and products on social media. As financial writer Morgan Housel puts it : The information age promotes many good behaviors.


       


But even more powerful is its ability to uncover bad and inefficient behavior. What was once policed ​​by a handful of reporters and critical publications is now done by billions of everyday people on the prowl, looking for something that doesn't seem right. In other words, if it's clear that real people are singing your praises and you're not paying or encouraging them to do so, then that's a sign your brand will stand out in the market. Helpful. This is especially true for direct-to-consumer (DTC) brands. please think about it. Parachute isn't the only company selling mattresses online right now. Purple, Casper, Leesa, the list goes on and on. Most consumers probably won't be able to tell these companies apart by looking at their ads.