Most influencer marketing activity still heavily sits within the paid media spectrum, and while paid media plays an important role within the influencer marketing mix - we should consider it part of the strategy. There is more to take into account, after all.
1 EARNED MEDIA
Hubspot defines earned media as per the below. Unpaid influencers and brand advocates play a significant role in the creation of earned media through (digital) word-of-mouth.
How can we apply the earned media element to influencer marketing?
2. PAID MEDIA
This definition has shifted over the years, especially now that influencer content is often supported by paid media. In its most common form, paying influencers to create content is considered paid media.
1 OWNED MEDIA
Brandwatch defines owned media as follows:
A successful influencer marketing strategy utilises earned, paid & owned media. By taking this approach you can combine the different levels of trust, reach and awareness in order to build a robust, but more importantly, integrated strategy. Remember, influencer marketing is most effective when it's part of the overall marketing mix - instead of being treated as stand-alone advertising solution.