The power of authenticity: why earned media ideas triumph in paid channels
In an era where trust in traditional advertising is waning, providers are increasingly turning to 'earned media' to cut through the noise.
Earned media, the publicity achieved through promotional efforts other than paid advertising, such as public relations, social media mentions, shares, reposts, reviews, recommendations, or coverage by third-party sites, is seen as more authentic and trustworthy. This is particularly pertinent for education and training providers where trust and authenticity are paramount.
The effectiveness of earned media ideas when applied to paid channels is noteworthy. By infusing the authenticity and credibility of earned media into paid advertising, providers can strike a chord with their audience who might otherwise be disenchanted with traditional advertising. This could be as simple as including positive stakeholder reviews or user-generated content into advertisements.
Why does this work? It's all down to authenticity and consumer trust. People generally place more faith in recommendations from their peers, influencers, or reputable third parties than in paid advertisements. Therefore, it stands to reason that incorporating earned media ideas into paid campaigns can bolster stakeholder trust in the brand.
“This is particularly pertinent for education and training providers where trust and authenticity are paramount.”
One particularly effective form of earned media is user-generated content. This could be anything from a student's Instagram post featuring your campus to a video review by a parent on YouTube. Because user-generated content is seen as more genuine and relatable, it can resonate deeply with people. Incorporating this type of content into paid advertising can yield excellent results.
On the flip side, transplanting ideas from paid media into earned channels often yields less fruitful results. The reasons for this are multiple, but primarily they come down to a perceived lack of authenticity and an inherent bias. Ideas originating from paid media are often viewed as more skewed because they are directly controlled by the organisation. Consequently, they may be less trusted or less effective when used in earned channels.
Paid media ideas are typically professionally produced and may lack the authenticity and personal touch of earned media. This could render them less effective in earned channels.
Organisations have less control over earned media. They can't regulate who shares their content, what they say about it, or how it's interpreted. This lack of control can make it more challenging to effectively incorporate paid media ideas into earned channels.
The evidence suggests that earned media ideas, when cleverly woven into paid channels, can be a powerful tool in your advertising arsenal. By harnessing the authenticity and trustworthiness of earned media, providers can foster a deeper connection with learners and other stakeholders and achieve greater impact in their advertising campaigns.
