Consider the following scenario: A digital marketer is running a social media campaign for a company that sells dog treats. Customers are posting pictures of their dogs devouring these treats on social media. This user-generated content is an example of which type of media?
- Paid
- Owned
- Borrowed
- Earned
Explanation:
The user-generated content of customers posting pictures of their dogs enjoying the company’s dog treats on social media is an example of “Earned” media. Earned media refers to organic publicity or content that is voluntarily created and shared by customers or the general audience. In this scenario, the positive experiences and testimonials shared by customers contribute to the brand’s visibility and credibility. The authenticity of these user-generated posts enhances the overall reputation of the company, creating a valuable form of earned media. This organic content not only serves as a testament to the quality of the product but also engages other potential customers, leveraging the power of word-of-mouth marketing within the social media sphere.