Earned media/press mentions

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Screenshot of a LinkedIn post from Steven Bartlet who has more than 1.7 million followers on LinkedIn–a huge number to spark an interest about the brand
Earned media refers to the publicity a brand receives through organic channels, such as press coverage or media mentions, rather than through paid advertising. In influencer marketing, increased earned media could be a compelling indicator of brand success. The Pulse Survey revealed one-third of marketers track press or media mentions related to czechia b2b leads influencer campaigns.

Earned media value is measured by equating the organic, positive buzz a brand receives to the monetary value they would’ve had to spend to receive the same recognition via paid ads.

When influencers generate positive attention from media outlets or across social, it signals that the campaign has resonated beyond the influencer’s immediate audience, reaching wider recognition.

Dove, for example, partnered with actress Gabrielle Union as part of their #detoxyourfeed campaign—an initiative meant to take action against toxic beauty standards. Union’s partnership with Dove has helped the company gain positive PR and showcase its values to a wider audience through an influencer and a hashtag rather than paying for ad placements.



Hone in on influencer marketing metrics to maximize your ROI
Influencer marketing can be a game-changer if you set strategic goals that align with your social media strategy and hire the right influencers for your target audience. Want to reach UK fashionistas? UK fashion influencers may be the way to go.