Earned Media
What is it?
Earned Media refers to the publicity or exposure an athlete or brand receives through methods other than paid advertising or owned channels. In athlete influencer marketing, this often involves media coverage, social media mentions, shares, and user-generated content that results from the athlete's actions, performances, or influencer activities.
Example:
When Simone Biles performs an unprecedented gymnastics move during a competition, the subsequent news coverage, social media buzz, and fan discussions about her skill and the brands she represents (like her leotard sponsor) constitute earned media.
How can you use it?
Earned Media plays a significant role in amplifying the impact of athlete influencer campaigns:
Authenticity Boost: Earned media is often perceived as more credible than paid advertising, as it represents organic interest and engagement.
Viral Potential: Remarkable athletic performances or compelling personal stories can generate significant earned media, exponentially increasing reach.
Brand Association: When an athlete generates positive earned media, associated brands benefit from the positive exposure and sentiment.
Cost-Effective Amplification: While not directly paid for, strategic influencer activities can stimulate valuable earned media coverage.
Social Proof: High levels of earned media demonstrate an athlete's influence and popularity, potentially attracting more sponsorship opportunities.
Content Inspiration: Earned media can provide material for the athlete and brand to repurpose or respond to, creating a dialogue with fans.
Sentiment Analysis: Monitoring earned media helps gauge public perception of the athlete and associated brands.
Crisis Management: In challenging situations, earned media can reflect how well an athlete or brand manages controversies.
In practice, earned media in athlete influencer marketing might work like this:
A rising tennis star partners with a new, eco-friendly sports apparel brand:
The athlete wears the brand during a major tournament and performs exceptionally well.
Sports commentators mention the unique, sustainable materials of the athlete's outfit during broadcasts.
Fashion and sports magazines write articles about the innovative apparel, mentioning the athlete's partnership.
Fans share photos of the athlete's outfit on social media, tagging the brand and discussing its eco-friendly aspects.
Environmental organizations praise the athlete's choice to partner with a sustainable brand, generating additional press coverage.
Other athletes and influencers ask about the brand on social media, creating organic conversations.
This earned media significantly extends the reach of the partnership beyond what the athlete and brand directly control or pay for. It adds credibility to the brand's eco-friendly claims and positions the athlete as an environmentally conscious role model.
For athletes and brands, the key to leveraging earned media is to create compelling stories, remarkable performances, or innovative partnerships that naturally generate interest and discussion.