Understanding Paid, Earned, and Shared Content

In the area of digital marketing, businesses are constantly challenged to navigate the multifaceted landscape of content creation.

Crafting an effective strategy requires a deep understanding of the various channels available, including paid, earned, and shared content. But which avenue holds the most promise for your brand's success.

Paid posts have a huge impact on awareness and discovery

Did you know that 61% of people in 2023 have discovered new brands, products, and services from paid social posts?

Some marketers, including those in performance marketing and growth hacking circles, utilize social advertising primarily as a tool to drive immediate conversions. They flood platforms with ads featuring product images and "buy now" prompts. While it's true that social ads can lead to instant purchases, persuading individuals who are unfamiliar with your brand or not actively seeking your product is less likely, though not impossible (admittedly, we've succumbed to impulse purchases while mindlessly scrolling through Instagram late at night). Direct response ads yield better results when targeted at an audience already inclined to make a purchase.

Organic and shared posts fuel buying behavior (and not just in young people)

Organic content, in particular, stands out as the most effective in convincing people to make a purchase. Shared content follows closely, exerting a nearly equal influence on conversion across all demographics.

Interestingly, younger generations tend to be more inclined to purchase regardless of how they encounter brand content on social media. However, our research indicates that a significant portion of older consumers have also made purchases based on social posts from brands within the past year.

It's crucial not to fall into the trap of assuming that social media is exclusively for younger demographics. By dismissing older consumers, you're overlooking a substantial and valuable group of active shoppers aged 35 and above. The key to encouraging people of all ages to make purchases from your brand is by creating organic content that captures their interest and is compelling enough to share with their social circles.

Shared posts are most powerful for turning awareness into consideration

Did you know that shared posts have spurred consideration behaviors in 82% of people at least once in the past 12 months?

In the past year, shared posts have prompted consideration actions in 82% of individuals, surpassing both organic (74%) and paid (67%) posts in their impact. Transitioning from awareness to consideration marks a crucial phase in the consumer's purchasing journey.

Repeatedly emphasizing this point may seem redundant, but the decision-making process for consumers is intricate and nonlinear, and it's becoming increasingly intricate. While there are many uncertainties surrounding purchasing behavior, one thing remains certain: there's a complex network of touchpoints unique to each individual, which Google's Consumer Insights team refers to as the "messy middle" of the buyer journey.

Content shared among friends and family serves as a potent form of social validation, compelling individuals to navigate through this intricate middle phase and establish relevance with your product or service.

In conclusion, each content strategy—paid, earned, and shared—offers distinct advantages that can be leveraged to achieve business objectives. By understanding the nuances of each approach and integrating them strategically, businesses can forge meaningful connections with their audience, drive engagement, and ultimately, cultivate results.

At Brandfluence, we specialize in crafting tailored content strategies that empower businesses to maximize their potential. Contact us today to unlock the full power of paid, earned, and shared content for your business's success.