In today’s digital marketing landscape, earned media has become essential to building brand credibility and fostering customer trust. Unlike paid advertisements or content you create for your platforms (owned media), earned media refers to any unpaid coverage or mentions your brand receives from third parties—journalists, influencers, customers, or even social media shares. Here’s a deep dive into what to expect from earned media and how it can significantly impact your brand:

1. Authenticity is Key

One of the most valuable aspects of earned media is its authenticity. Earned media is viewed as more credible and trustworthy because it comes from third parties—such as media outlets, influencers, or customers. Whether it’s a positive review, social media shares, or organic media coverage, these unsolicited mentions carry more weight than traditional paid ads. Studies show that word-of-mouth marketing is among the most trusted forms of advertising. Share your personal experiences with patients while staying HIPAA-compliant. Editors want fresh, firsthand insights that only you can provide. Avoid relying on AI for this—while AI can be helpful in many areas, editors prefer authentic expertise from industry leaders. They seek your unique experience, not content generated by the internet.

Earned media has a unique advantage because genuine experiences, opinions, and endorsements drive it.

2. Control is Limited

While earned media is powerful, it comes with a significant trade-off: you don’t control the message. Unlike owned or paid media, where you dictate the content, third-party outlets have the final say on representing your brand. The editor often has questions to ask the interviewee about a particular topic within their industry. This could range from glowing reviews to more neutral or even critical commentary. You’ll be fine if you know that anything you say in an interview could be shared online.

Best Practice:

Focus on influencing the conversation by consistently providing value. Share compelling stories and accurate information, and engage with your audience proactively. However, remember that the narrative is ultimately in the hands of the third party.

3. Impact on SEO

Earned media can also play a pivotal role in boosting your SEO efforts. Media coverage often comes with backlinks from reputable sites with high domain authority, driving organic traffic to your website. These backlinks can increase your site’s search engine rankings, making it more visible to potential customers. High-quality earned backlinks can improve rankings, leading to more organic exposure over time.

Example:

If a well-known media outlet or an influential blogger mentions your brand, the credibility of that mention signals to search engines that your website is trustworthy, which can boost your ranking on search results.

4. Long-Term Value

Unlike paid ads that run for a set duration, earned media has a longer shelf life. Positive media mentions, user-generated content (UGC), and influencer shout-outs can continue to drive brand awareness long after the initial coverage. The benefits of earned media are not limited to when it happens; it can resurface over time, continually driving traffic and visibility to your brand. Outstanding content from a single interview frequently gets syndicated across various platforms, reaching a broader audience. A single earned media feature can create a snowball effect, opening doors to future coverage and audience engagement. This sustained visibility can contribute to long-term brand equity.

5. Celebrity Influence on Aesthetics

When discussing earned media in the aesthetics industry, particularly concerning celebrities, their transformations are often used as educational tools. Celebrity transformations (before and afters) tend to dominate media conversations, making them relatable examples to illustrate what various procedures can achieve. By referencing these cases, brands can normalize cosmetic procedures and provide potential patients with realistic expectations. It’s important to highlight these stories respectfully and avoid a negative tone. Present celebrity procedures as positive, informative examples rather than sensationalizing or criticizing their choices. This approach builds trust with your audience and frames your brand as a credible, thoughtful source of information.

Conclusion:

Earned media is a powerful tool that can amplify your brand’s visibility, build credibility, and boost SEO without the need for paid advertisements. While it comes with some uncertainty, its long-term benefits far outweigh the risks. Focus on providing quality content, building relationships with media outlets and influencers, and leveraging earned media opportunities to grow your brand organically. By doing so, you can position your brand as a leader in your industry and cultivate trust with your audience.

Working with a PR agency can streamline this process. A seasoned agency will help you build relationships, craft compelling narratives, and secure media opportunities. Over time, as your reputation grows and these relationships solidify, you may find that press outlets begin reaching out to you directly, offering coverage as your brand becomes a trusted voice in your field.