Paid Media vs Earned Media: Why Owning the Conversation Always Wins

Marketing comes down to two key elements: paid media (you pay to be seen) and earned media (you earn the attention). The 2024 election between Kamala Harris and Donald Trump serves as a masterclass in the power of these two strategies.

Harris had a $1 billion war chest to spend on ads, but Trump dominated the conversation by turning every podcast appearance, viral moment, and piece of earned media into a megaphone for his message. And while most businesses can’t afford billion-dollar campaigns, they can learn a thing or two from Trump’s playbook for leveraging earned media to drive unparalleled reach and impact.

Understanding Paid Media vs Earned Media

• Paid Media: Think Google Ads, Facebook Ads, or TV spots. You control the message and get immediate visibility—but the minute you stop paying, your exposure disappears. Kamala Harris’s campaign bought their way into voters’ feeds and inboxes with precision-targeted ads.
  
• Earned Media: This is all about capturing attention organically—through PR, viral moments, customer reviews, and media appearances. It’s the kind of attention money can’t buy. Trump’s podcast strategy (including appearances on shows like The Joe Rogan Experience) allowed him to earn hundreds of millions of impressions for free.

Now, let’s dig into why earned media matters more than ever and how businesses can replicate this strategy.

The Trump Effect: Turning Earned Media into Dominance

Donald Trump didn’t just dabble in earned media—he owned the news cycle. From controversial soundbites to endless podcast appearances, Trump mastered the art of making his message impossible to ignore.

Case Study: The Podcast Blitz By appearing on podcasts with massive audiences like Joe Rogan’s, Trump bypassed traditional media gatekeepers and reached millions directly. Rogan’s podcast, for example, has over 13 million downloads per episode, offering exposure most paid campaigns can only dream of.

In one particularly viral clip, Trump turned a conversation about fast food into a relatable moment, connecting with audiences far beyond his political base. His strategy proved that authenticity sells, and earned media often carries more weight than polished paid campaigns.

Owning the Narrative: Trump didn’t just respond to the news; he became the news. Every outrageous statement, rally clip, or meme generated millions of impressions—at no cost. When you own the conversation, the media has no choice but to cover you, and that’s what businesses need to aim for: being so impactful that people can’t stop talking about you.

Paid Media: The $1 Billion Campaign

Kamala Harris’s campaign shows the raw power of paid media. With $1 billion at their disposal, her team created a finely tuned advertising machine, targeting swing voters across TV, digital, and social media platforms.

What Paid Media Gets You:

• Precision: You can target specific demographics with pinpoint accuracy.
• Speed: Need visibility now? Paid ads can deliver traffic instantly.
• Control: You decide how, when, and where your message is shown.

However, paid media has limitations. It’s expensive, and the impact often vanishes once the campaign ends. For businesses, relying solely on paid ads can become a never-ending expense without long-term returns.

Why Earned Media Matters in 2025 (And Beyond)

With AI like Alexa and Siri shaping search results and social algorithms prioritising organic content, earned media is more important than ever. Even in Australian politics, where 2025 is set to be a heated election year, candidates and brands alike will need to master this strategy.

When you’re consistently visible across platforms—through podcasts, thought leadership, or customer testimonials—you create a compounding effect. Every piece of earned media reinforces your authority, making your paid campaigns more effective too.

The Numbers Don’t Lie: Paid vs Earned Media in Business

• Stat #1: Earned media delivers 4x more trust than paid media, according to Nielsen.
• Stat #2: A podcast interview can generate 56% higher audience engagement than a paid Facebook ad.
• Stat #3: Companies that integrate earned media into their strategy see an 18% higher ROI compared to those relying solely on paid campaigns.

How to Apply This to Your Business

Here’s how you can turn these lessons into action:

1. Get on Podcasts
   Show up where your audience is already listening. Share your story, insights, and expertise. Podcasts are intimate, high-trust platforms that let you connect with audiences directly.
   
2. Create Shareable Content
   Don’t just push ads—create value. Write blogs, record videos, or host webinars that people want to share. One viral piece can outwork thousands of ad dollars.
   
3. Leverage UGC (User-Generated Content)
   Encourage your customers to share their experiences. Reviews, testimonials, and social media shoutouts are powerful forms of earned media.
   
4. Amplify with Paid Media
   Use paid ads to boost your best earned media moments. For example, turn a popular podcast appearance into a retargeting campaign.
   

The Hybrid Strategy: Paid + Earned Media

The best marketing strategies combine both paid and earned media. Here’s why:

• Paid media gives you instant visibility.
• Earned media builds trust and authority.
• Together, they create a sustainable growth loop.

Be Unignorable

The Harris vs Trump election taught us one thing: you can’t buy your way to relevance. 

If you want to dominate your market, you need to own the conversation. Show up authentically, create value, and be so good that people can’t ignore you.

So, what’s your strategy? Are you throwing money at ads, or are you building a brand people can’t stop talking about? Book a free strategy session with ETRAFFIC and learn how we can help you maximise your your ad spend today!

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