What is Earned Media? Definition, Examples

 

Quick Answer: Earned media is when people talk about your brand because they find it newsworthy, valuable, or relevant—not because you paid for placement.

Types of earned media

Press Coverage

Press coverage refers to any unpaid media attention a brand, person, or organization receives from news outlets such as newspapers, magazines, TV, radio, or online publications. This includes feature stories, interviews, news articles, and reports based on a company's activities, achievements, or newsworthy events. Press coverage is a key component of earned media because it comes from third-party sources rather than direct brand promotion.

Backlinks

Backlinks, also known as inbound links, are hyperlinks from one website to another. When a reputable site links to a brand’s website, it signals to search engines like Google that the content is valuable and authoritative, improving SEO rankings. High-quality backlinks from credible sources help a site gain domain authority and attract organic traffic. Unlike paid placement methods, earned distribution helps brands generate dofollow backlinks, which build authority to your domain. 

Word-of-Mouth

Word-of-mouth refers to organic conversations and recommendations about a brand or product between people, both online and offline. It happens when customers talk about their experiences with a product or service, influencing others’ opinions. This is one of the most powerful forms of earned media because people trust peer recommendations more than advertising.

Search Engine Rankings

Search engine rankings refer to the position a website or webpage holds in search engine results pages (SERPs) for a given query. Google and other search engines rank pages based on relevance, quality, and authority, considering factors like backlinks, content quality, user engagement, and keyword optimization. Higher rankings mean more organic traffic, making SEO a crucial earned media strategy.

Earned vs. Owned vs. Paid Media: What’s the Difference?

Media	What It Is	Examples
Earned Media	Free, organic coverage from third parties	Press mentions, backlinks, shares
Owned Media	Content you control	Website, blog, newsletter
Paid Media	Sponsored or paid placements	Google Ads, influencer marketing

Earned, owned, and paid media are the three pillars of a brand’s media strategy, each serving a distinct role in visibility and engagement.

Earned media refers to organic exposure a brand receives through press coverage, social media shares, word-of-mouth, and backlinks—essentially, any attention gained without direct payment.

Owned media includes content and platforms a brand controls, such as its website, blog, email newsletters, and social media profiles, offering a direct way to engage audiences.

Paid media, on the other hand, involves advertising and sponsored placements, including display ads, social media ads, influencer partnerships, and promoted content.

While earned media is the most credible and impactful, it can be unpredictable, whereas owned media provides stability and paid media offers instant reach. The most effective marketing strategies integrate all three to maximize brand awareness, trust, and audience engagement.

Why is Earned Media Important in 2025?

Earned media is more powerful than ever as a tool for growth because of fundamental shifts in consumer behavior, digital trust, and the decline of traditional advertising effectiveness.

1. Consumers Trust Earned Media More Than Paid Ads

People have become skeptical of traditional advertising. Studies show that consumers trust editorial content and organic recommendations far more than paid placements. Ad blockers are everywhere, and consumers are tuning out sponsored content, making it harder for brands to reach audiences through paid channels.

👉 Today, brands that earn mentions from respected publishers build credibility faster than those relying on ads.

2. Google’s Algorithm Now Prioritizes High-Quality, Earned Content

Over the last decade, Google has refined its algorithm to prioritize content from authoritative sources. Backlinks from reputable sites (earned media) are now one of the strongest ranking factors in SEO.

👉 A single organic mention from a trusted site can drive more sustainable traffic than thousands of dollars in paid search ads.

3. The Decline of Third-Party Cookies Makes Earned Media Even More Critical

With Google phasing out third-party cookies, brands can no longer rely as heavily on targeted ads and retargeting. Earned media doesn’t rely on third-party data—it builds brand awareness organically and keeps working over time.

👉 Brands that invest in creating shareable, newsworthy content will stay ahead as privacy restrictions make paid marketing more challenging.

4. AI and Content Overload Make Credibility More Valuable

With AI-generated content flooding the internet, consumers are looking for signals of trust. Earned media from respected publishers, journalists, and real industry experts stands out in a sea of low-quality AI-generated articles.

👉 Being cited in trusted media sources now carries even more weight because audiences are actively seeking real expertise.