What the Heck is Earned Media and Why Should You Care?

If you create online videos or are even remotely interested in the online video space, you’ve probably heard the term “earned media” thrown around quite a bit—but if you think it’s something only big brands and advertisers have to worry about, you’re missing out. Earned media is awesome, and you should be doing everything in your power to make sure each and every one of your videos gets it. Here’s why:

  1. It’s free
  2. It makes videos go viral

We’ll use an example to break it down. Let’s say you create a video showcasing your epic dance moves. You want a ton of people to see it, so you spend $50 with a video distribution platform to drive more video views. A guy named Bob comes across your video while he’s browsing one of his favorite sites. He watches it, loves it and decides to share it on Facebook. Bob’s friend Sally sees it pop up in her news feed and decides to watch it as well. That’s a free video view—that’s earned media.

You paid to get your video in front of Bob = one video view. You didn’t have to pay for Sally to see it, but now you have two total views on your video. If $50 bought you 150 paid views and each one of these viewers shared your video on a social network prompting another view, you would have double the video views you paid for. I know, pretty great right?

This is how videos go viral—through a never-ending chain of sharing. To put it simply, your video needs earned media to be a viral sensation. Okay, so people have to share your content, but how do you spark this chain reaction? The first step is getting your video in front of the right people, people who are truly interested in the videos you make.

More often than not, it’s difficult to get your videos in front of the right audience if you go at it alone. Sure, you could share your video on all your social profiles and get your friends to watch, but what happens after the video gets buried on Facebook, Twitter, YouTube, etc.? You end up with a couple hundred views and that’s that. On the other hand, if you serve your videos to the people most likely to watch and share, there is a much better chance your video won’t get buried under a mountain of content.

So how can you do that in an inexpensive, effective way? You can start promoting your videos through the ViralGains self-serve platform. You choose a target audience and we’ll deliver your videos to the people within that audience who are the most socially active (i.e. the people most likely to share your content with their personal networks).

We know that these social shares and the extra views they generate are incredibly valuable to you as a content creator, which is why we strive to maximize earned media for every video we distribute. If you want to start earning extra views and shares for your videos, check out our self-serve platform by clicking on the image below!


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