Earned Media is Trusted More Than Paid Media
The public relations industry has been evolving for decades. However, in recent years, it has completely transformed. Gone are the days of simple media relations.
Traditionally, public relations is considered earned media. When an influential person or media outlet talks about a product or service, that is earned media. You did not have to pay for that publicity or appearance.
Advertising, however, is a form of paid media. Media outlets like TV, radio and print immediately come to mind. A newer form of advertising is through an influencer. Think of this as a spokesperson. The celebrity or influencer is being paid to speak about the product or service.
Now, studies have shown that earned media is trusted more than paid media. This is because you are more likely to take a recommendation from a person that has tried the product and enjoyed their experience with it.
For example, you’re watching a YouTube video and a Maybelline commercial shows up prior to the video starting. That paid media is telling you to try out their new mascara. Then, the video starts and a make-up artist is telling you that their new favorite mascara is from the brand NYX. Then you watch them use that NYX mascara and rave about it.
Which are you more likely to trust? A paid commercial, or a real person detailing their experience with the product?
Influencers have taken over social media. People are becoming full-time content creators. This has changed the way people look at advertisements and is blurring the line between paid and earned media.
Remi Bader is a TikTok influencer that achieved her fame by trying on clothing and giving realistic expectations to plus-size women. She starts her videos out by telling her followers if she personally bought the clothing, or if it was gifted as PR.
To date, Bader has gained 2.1 million followers. She has always called out her sponsorships and advertisements. She connects to her followers by being authentic and realistic.
This is the way of earned media now. Companies are using Instagram and TikTok users to promote their products.
By Belle, Social Media / PR Assistant | March 7, 2022
Sources:
https://publicize.co/digital-marketing/4-major-differences-pr-advertising/
https://www.indeed.com/career-advice/career-development/public-relations-vs-advertising
