The Difference Between Paid, Organic & Earned Media

AdParlor Blog Post: The Difference Between Paid, Organic & Earned Media

Where do you watch your video?

More and more of us are cutting the cord and turning to our phones, tablets and streaming services like Netflix for our media fix.

Gigantic as Netflix is however, it’s no YouTube. Globally, YouTube is the consumers leading source of video content, at 83% (Facebook is second, at 67%). That is quite the shift and doesn’t seem to be slowing down anytime soon – by 2021, Cisco projects that video content will make up 82% of all consumer internet traffic.

It’s true, Video has come a long way in a short time and why shouldn’t it?! Video assets have never been cheaper to produce. And can be deployed across all of your marketing channels and platforms: here is how to get the most out of it.


Paid Media

Once the domain of TV, radio, and print, paid media has obviously come a long way over the years.

Now you have a plethora of options and how to guides, readily available from – Performance-Based Video Campaigns, Guides to Vertical Video, Twitter Videos Ads, and Quick tips to improve Pinterest ads.
Literally everything from boosting content, to promoting live video and everything in-between!

AdParlor Blog Post: The Social Media Guide to Vertical Video


Organic Media

Think your Facebook page, Instagram feed, YouTube channel, Pinterest board, Snapchat or twitter feed.

Odds are you and your organization are already pumping out great content on these mediums. For organic content to have cut-through, it needs to resonate with your audience. It needs to be interactive and engaging. Buzzfeed’s Tasty continues to make our taste buds water with their organic presence. With short and sweet videos, their content is highly engaging, shareable and taps into the DIY trend. Use these channels to show extended versions of what you are promoting across your paid efforts. Talk about free press!

Organic Media - Tasty


Earned Media

The great thing about video content is that it gets people talking.

Earned media is quite simply the term used to refer to free views, attributed when someone links, shares, posts or otherwise talks about your content in the market. Earned Media fulfills two requirements: 1) You didn’t pay for it and 2) you didn’t do it yourself on your own branded web/social outlets. Think of it as an amplification of your voice, reaching users you would otherwise not be able to reach. News stories, social media mentions, shares and retweets, product reviews, and external blog posts all contribute to this.

Remember the excitement you had when you first saw your name on a Coca-Cola bottle? The Coca-Cola “Share a Coke” campaign gave people an opportunity to express themselves through a bottle of Coke, and to share the experience with somebody else.

This personalization campaign was so successful, not only has it returned, but it was able to reverse a decade-long decline in Coke consumption, boosting its soft drink sales by 2 percent.


How does your company leverage earned, owned, and paid media? Together, these three ways of using video assets will help your brand tell the story. It doesn’t need to be expensive, and you don’t need long form content. The secret is the right mix of placements, clever targeting and the engaging creative.

Want to learn more about creating your own video assets? Learn how AdParlor can help you quickly and efficiently generate countless, personalized creative designed to perform across placements and platforms.

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