Earned media and advertising are the most common mediums used to reach and influence audiences. However, they differ in origin, audience engagement, and perceived credibility. While earned media refers to any publicity that is not paid for, advertising is any paid form of promotion. The question is, is earned media more credible than advertising? The answer is not straightforward as it depends on various factors, such as the source, target audience, and promoted content.
Advantages of Earned Media
One of the main advantages of earned media is that it is seen as more credible because it comes from a third-party source. It can be a news outlet, an influencer, or a satisfied customer. When a reputable media source writes about a brand or product, it is seen as more trustworthy than an advertisement created by the brand. That is because media outlets and influencers have a reputation to uphold. Their credibility can be impacted if they are seen as promoting products or services that need to be better. In addition, media sources and influencers often have a large and engaged following, which can help spread the word and increase the message’s credibility.
Another benefit of earned media is that it is more likely to be shared and spread organically. People are more likely to trust information that their friends and family share, and they are also more likely to share it with others. As a result, it can help to build a network of trust and credibility, which is essential for brands looking to build their reputation.
Challenges of Earned Media
However, earned media also has its downsides. For one, it can be challenging to control the message. A news outlet or influencer may write a story or post outside the brand’s messaging, which can harm the brand’s reputation. In addition, earned media can be time-consuming and challenging to secure, especially if the brand needs to be more well-established and well-known.
Advantages of Advertising
On the other hand, advertising has its own set of advantages. For one, it allows brands to control the message and ensure that it is aligned with their brand identity and messaging. In addition, advertising can reach a large audience quickly, which is particularly important for brands just starting or looking to make a significant impact.
Another advantage of advertising is that it can be targeted to specific audiences. Brands can use various targeting methods, such as geographic, demographic, and behavioral targeting, to ensure their message reaches the right people. Therefore, it can increase the impact of the advertising and ensure that the right people receive the message.
Challenges of Advertising
Despite these benefits, advertising is often seen as less credible than earned media. It is because advertisements are paid for and are seen as biased and self-promoting. In addition, people are becoming savvier and can often recognize an ad when they see one. This can make them more skeptical of the message and less likely to trust the brand.
Differences Between Earned Media and Advertising
Both earned media and advertising have advantages and disadvantages, and the answer to the question of which is more credible depends on the specific circumstances. For well-established brands with a strong reputation, earned media can be a great way to reach and influence audiences. However, advertising may be the better option for brands starting or looking to make a significant impact. Ultimately, the best approach will depend on the brand’s specific goals, target audience, and resources.
In general, the key to creating credible media is to be transparent and honest about the source and intent of the message. Whether it’s through earned media or advertising, brands need to build trust with their audience by providing accurate information and delivering on their promises. By doing so, they can help to establish a reputation for credibility and reliability.
It is also crucial for brands to understand their target audience and what type of media they are most likely to trust and engage with. For example, a younger audience may be more likely to trust influencer recommendations, while an older audience may be more likely to trust traditional media sources. By understanding their audience, brands can tailor their approach and choose the media type that will be most effective for them.
In addition, brands should strive to create high-quality content that provides value to their audience, whether it is through earned media or advertising. This helps build trust and credibility and ensures that their message is well-received.
Whether earned media or advertising is more credible is complex, and there is no simple answer. Both media types have advantages and disadvantages, and the best approach will depend on the brand’s specific goals, target audience, and resources. Ultimately, the key to creating credible media is transparency and honesty and providing value to the audience. By doing so, brands can help to build a reputation for credibility and reliability and reach their target audience in the most effective way possible.
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