As we just started our series regarding media values in the digital marketing world, today’s blog post will discuss the media value per post. This equivalent value is referring to the worthiness of postings, for example on Instagram.
We cannot stop emphasizing the importance of follower quality over follower quantity for influencer marketing. It is obvious that inactive followers or, even worse, bots are not of any qualitative value for a channel. Nonetheless, a certain follower number is necessary if an influencer wants to attract awareness. But one aspect is even more important: The steady growth of a channel and attracting new followers constantly.
A year ago, Instagram launched a new algorithm. Since then, pictures do no longer appear in chronological order in your feed. In contrast, the photos displayed are ranked based on the historical interactions of each individual with other users.
"People do not buy goods & services. They buy relations, stories, and magic." This quote by Seth Godin describes how we make most of our purchase decisions. We are not only led by rationality alone when deciding about the purchase of a product. But how do emotional vs rational purchases differ from each other? And how does influencer marketing trigger consumers' buying decisions?
No matter if you are a marketer or a content creator - everyone who is concerned with the marketing world comes across the terms paid media, earned media, and owned media at some point. These terms are more than buzzwords of the digital age. Media values are important factors to have in mind when planning the allocation of your marketing budget.
The term earned already indicates what the earned media value is about: It revolves around the value your brand or company earns by being mentioned by clients, brand advocates, and fans of your brand. In this article, we will discuss how the earned media value is composed and how it differentiates itself from paid and owned media.
Virality is a desirable phenomenon in the social media world. It is an effect caused by the rapid circulation of a content piece like a photo, video, or blog post. The more a piece of content is shared, the more attention it gets. In social media, every share and every mention of a channel add to the channels earned media value. Thus, the more virality a channel causes, the higher the channel’s earned media value gets.
Earned media might be the most valuable form of media values, as it suggests that people talk about your brand without being paid for it. This value can be rather erratic and sometimes shows sudden upwards spikes. Therefore, we want to take a look at brands with high earned media values in the following. What caused the high earned media value? Who mentioned the account? How did the brand channels profit from the increasing earned media value?
In our first blog post of our media values series, we introduced you to owned, earned, and paid forms of media. While earned and paid media refer to external sources of media creation, owned media is managed by the brand itself. Owned Media includes all channels owned by a company or brand, like a website, service pages, a blog, and social media channels, and illustrates a brand’s content strategy. As the interface between a company and its audience, it reflects the brand’s image.
Paid Media describes all marketing efforts that companies pay for. Therefore, Paid Media refers to all forms of advertising, such as TV and print advertisements as well as digital forms like display ads, Pay Per Click, sponsored posts on social media and retargeting. For brands, influencers can be a valuable addition to their paid marketing efforts!