The benefits of earned media for app marketing success

Think about the last time you discovered a new product or app. Perhaps it was via an ad. Or, perhaps it  was because a friend recommended it, a glowing review popped up online, or someone shared it on social media. The authenticity of earned media leads to high levels of consumer trust and powerful results for app businesses. 

So, what exactly is earned media, and why is it such a game-changer for brands looking to influence purchase decisions, boost their reputation, and grow organically? 

In this blog, we’ll unpack what earned media is, its key benefits, how it compares to paid and owned media, and actionable tips to leverage it effectively. Read on to learn how to connect more deeply with your audience by making earned media work for your brand

Earned media, also known as earned content or organic visibility, refers to brand exposure gained through unpaid, third-party recognition. It includes any publicity from customers, influencers, or journalists. These endorsements reflect genuine trust and appreciation, making earned media one of the most credible and impactful forms of marketing.

Although unpaid, earned media often results from strategic efforts such as engaging content, exceptional customer experiences, or strong SEO.

In an era where customers value authenticity and connection, the advantages of earned media make it a cornerstone of any successful marketing strategy. Let’s break down why it matters and the key benefits it brings to your brand:

Establishes trust

Earned media results are  not controlled by the brand, which makes it more trustworthy than other forms of media. A feature in respected outlets like The New York Times or a review from an influencer lends your brand instant credibility. According to a PwC survey, 93% of customers remain loyal to brands they trust, and earned media helps you foster that trust.

Expands reach and increases brand awareness

When your brand is talked about organically, it often reaches people you may have yet to target directly. Social media shares, viral content, or a high-profile mention can introduce your brand to new demographics or markets, increasing visibility without the constraints of traditional advertising. This natural amplification broadens reach exponentially.

Strengthen customer loyalty

Positive earned media reinforces the connection with your existing customers. Seeing your brand praised in reviews or shared widely online validates their decision to support you. This emotional connection fosters loyalty and turns satisfied customers into enthusiastic advocates who happily share their experiences with others.

Improves SEO and online visibility

Earned media can significantly improve your digital presence. High-authority websites linking to your content through mentions or features provide valuable backlinks. These backlinks signal search engines that your site is credible, boosting your rankings and driving more organic traffic. This makes earned media a key player in a strong SEO strategy.

Cost-effective impact

While earned media requires effort—such as crafting quality content and nurturing customer relationships—it’s often more affordable than paid advertising. You’re not paying directly for the publicity, yet the trust, reach, and engagement returns can drive huge ROI.

Earned media takes many forms. Here are some key examples:

• Customer reviews and testimonials: Positive reviews on platforms like Google, Yelp, or TripAdvisor act as online word-of-mouth. These trusted endorsements  help new customers confidently choose your brand.
• Social media mentions and shares: A tweet, Instagram post, or TikTok video sharing a positive experience with your brand generates organic reach. 
• Media coverage and blog features: Whether it's a feature in an industry blog, a news article, or a spot in a local publication, media mentions can position your brand as an authority. 
• Influencer endorsements: When influencers voluntarily mention or recommend your brand, their authentic advocacy becomes powerful earned media. 
• User-generated content (UGC): UGC, such as customer photos, videos, or creative use cases, provides a window into real-life experiences with your brand. These contributions demonstrate customer enthusiasm but also build community engagement.
• Awards and recognitions: Winning industry awards or appearing on “best of” lists is another form of earned media highlighting your product’s excellence. This external validation often generates further media coverage.
• Search engine visibility and organic traffic: Although SEO itself is a controlled process, the traffic generated through high rankings on search engines is considered earned media. Appearing in the top results for a competitive query—thanks to quality content and optimization—draws organic traffic that reinforces your brand’s authority.
• High-profile campaigns and PR stunts: Creative campaigns that capture the public imagination can generate massive earned media. For example, Spotify Wrapped turns user data into shareable stories, encouraging millions to showcase their stats.

To create a successful marketing strategy, it’s crucial to understand how earned, paid, and owned media differ and how they complement one another.

Paid media

Paid media involves promotional efforts where you pay to gain exposure. It includes search engine ads, sponsored social media posts, and influencer partnerships. With high control over placement, targeting, and messaging, paid media offers immediate visibility and allows brands to reach specific audiences quickly. However, its effectiveness often depends on alignment with earned and owned media to create a cohesive customer experience.

Owned media

Owned media refers to the channels you control, such as your website, blog, and social media accounts. It’s where you craft your brand’s voice and tell your story. Owned media provides a platform for nurturing customer relationships while supporting other media strategies. For example, you can use owned media to highlight positive earned media (like reviews) or promote paid campaigns, ensuring consistent messaging across all touchpoints.

The most effective marketing strategies seamlessly integrate paid, earned, and owned media to create balance and maximize impact. Together, these approaches cover every stage of the customer journey—from building awareness to fostering loyalty.

Paid media drives immediate traffic to owned platforms, where audiences engage with your brand’s content. This engagement can spark earned media, such as shares, reviews, or mentions. Earned media builds trust through authenticity, while owned media reinforces your brand’s values and messaging. Paid media then amplifies these efforts, ensuring they reach a broader audience.

By leveraging owned media to create valuable content, paid media to distribute it, and earned media to validate it, you establish an autonomous system that maximizes your resources and drives meaningful results.

While earned media is a powerful way to build credibility and expand reach, it comes with unique challenges that require careful navigation. It is inherently unpredictable because it relies on third parties to share their experiences. A positive review or endorsement can generate significant engagement, but a single negative mention can quickly escalate and harm your brand’s reputation. With no control over these mentions' timing, tone, or content, brands must be vigilant in managing both the risks and rewards of earned media.

Developing relationships with journalists, influencers, and bloggers is a time-intensive process that demands persistence. This challenge is particularly acute for newer brands attempting to establish credibility in a crowded marketplace. Even when coverage is secured, the need for more control over how and when stories are told adds complexity and makes earned media a resource-heavy undertaking.

The competitive media landscape amplifies these difficulties. Journalists and content creators are inundated with pitches, making it hard for brands—especially those without dedicated PR resources—to stand out. As a result, securing earned media requires substantial investment in public relations efforts to gain visibility.

Finally, one of the most significant challenges of earned media is measuring its impact. While its benefits—such as increased credibility and visibility—are evident, connecting earned media directly to measurable outcomes like sales or app downloads remains complex. Despite these hurdles, when managed effectively, earned media can play a critical role in building long-term trust and loyalty.

Successfully utilizing earned media requires a strategic approach that blends creativity, consistency, and meaningful engagement. Here are actionable tips and best practices to maximize its potential:

1. Build a clear earned media strategy

Start with a solid foundation. Define your goals, whether it’s boosting brand awareness, increasing positive reviews, or reaching a new audience. Understand where your target audience spends time, what content they prefer, and which influencers or publications they trust. Tailor your efforts to align with these insights, ensuring your messaging resonates authentically.

2. Foster relationships with influencers and journalists

Earned media thrives on relationships. So, invest time in building genuine connections with influencers, bloggers, and journalists who align with your brand values. Avoid generic outreach and craft personalized pitches that demonstrate an understanding of their audience and interests. Regularly engage with their content, share it when relevant, and nurture long-term collaborations.

3. Encourage UGC and reviews

Encourage customers to share their experiences through photos, videos, or testimonials. Social media contests, loyalty rewards, and public acknowledgment of their contributions can motivate participation. Repost UGC on your platforms to amplify its reach and show appreciation for your audience.

4. Leverage social media for engagement

Actively interact with your audience by responding to comments, addressing feedback, and participating in conversations relevant to your brand. Create shareable, high-value content, like infographics, videos, or polls, to spark engagement. Consistent interaction like this builds trust and encourages organic mentions.

6. Monitor and analyze

Measuring the impact of earned media can be challenging, but it’s essential. Use analytics tools to monitor website traffic, social media mentions, and referral sources. Then, identify engagement, sentiment, and conversion trends to refine your strategy. While some results, like word-of-mouth, may be harder to quantify, consistent measurement ensures you capture valuable insights.

Quantifying the value of earned media presents challenges, but Adjust’s advanced analytics and measurement solutions make it easier to connect the dots. By measuring critical metrics like reach and impressions across channels—mobile, web, and connected TV (CTV)—marketers gain a clear understanding of audience exposure and campaign effectiveness.

Adjust’s Datascape consolidates data from various sources into a unified view of performance. While primarily designed for paid and owned media, Datascape provides valuable insights into how overall strategies influence conversions and return on investment (ROI). These insights help marketers evaluate the broader impact of their efforts, including the ripple effects of earned media, and refine their campaigns for greater impact.

Schedule a demo with Adjust today and discover how to measure, analyze, and optimize your campaigns for maximum impact.