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Why Paid Media Is Losing Its Edge: The Rise of Earned Media in 2025

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By Reuben Kalu

In the evolving digital marketing landscape, 2025 is shaping up to be a transformative year. Traditional paid media, once the backbone of marketing strategies, is becoming increasingly irrelevant. Instead, earned media and owned media are taking center stage, offering unparalleled opportunities for brands to connect authentically with their audiences. In this article, we’ll explore how earned media has disrupted the dominance of paid media and how you can leverage your owned media assets to turbocharge your marketing efforts.

The Rise of Earned Media
Earned media refers to the organic exposure a brand receives through word-of-mouth, media coverage, social shares, reviews, and recommendations. Unlike paid media, which requires financial investment for visibility, earned media is driven by trust and authenticity—two critical factors that modern consumers prioritize when making purchasing decisions.
According to a Nielsen report, 92% of consumers trust earned media more than any form of advertising. This trust stems from the fact that earned media is unsolicited and unbiased, making it far more credible than paid advertisements. As a result, brands that focus on generating earned media are seeing higher engagement rates and improved customer loyalty.

Why Paid Media Is Losing Relevance
Paid media isn’t entirely obsolete, but its efficacy is waning. Here are some reasons why:
1. Ad Fatigue: Consumers are bombarded with ads every day, leading to desensitization and ad fatigue. Many now use ad blockers, making it harder for brands to reach their target audience through paid media.
2. Rising Costs: The cost of digital advertising has skyrocketed, especially on platforms like Google and Facebook. Small businesses often find it difficult to compete with larger corporations with bigger budgets.
3. Declining Trust: Modern consumers are skeptical of paid ads, often viewing them as intrusive or misleading. This lack of trust significantly diminishes the ROI of paid campaigns.
4. Algorithm Changes: Social media algorithms are increasingly favoring organic content over paid promotions. This means brands that rely solely on paid media are at a disadvantage.
The Power of Owned Media
While earned media’s authenticity is its strength, owned media provides the platform to control and amplify your brand’s voice. Owned media includes channels you control, such as your website, blog, email newsletters, and social media profiles. By strategically optimizing these assets, you can create a robust marketing ecosystem that works harmoniously with earned media.

Strategies to Maximize Your Own Media Opportunities in 2025
1. Create High-Value Content
Content remains king in 2025, but not just any content will do. Focus on producing high-value, shareable content that solves real problems for your audience. This could be in the form of:
• Educational Blog Posts: Address common pain points in your industry with actionable solutions.
• Interactive Media: Infographics, videos, and quizzes can significantly increase engagement.
• Case Studies: Showcase your expertise by highlighting success stories that resonate with your audience.
2. Leverage SEO and Content Optimization
Your owned media is only as effective as its discoverability. Search engine optimization (SEO) ensures your content ranks high on search engine results pages (SERPs). Key tactics include:
• Conducting keyword research to understand what your audience is searching for.
• Optimizing on-page elements like meta descriptions, headers, and image alt texts.
• Building backlinks to establish authority and credibility.
3. Develop a Strong Email Marketing Strategy
Email marketing remains one of the highest-ROI channels for owned media. Personalize your emails to cater to the unique needs of your audience segments. Use tools like automation and A/B testing to refine your campaigns and drive higher engagement rates.
4. Engage Authentically on Social Media
Social media platforms are an extension of your owned media. Rather than treating them as one-way communication tools, use them to foster genuine engagement. Respond to comments, participate in discussions, and share user-generated content to build trust and loyalty.
5. Build an Online Community
Communities foster loyalty and provide a platform for earned media to thrive. Create forums, Facebook groups, or Slack channels where your audience can engage with your brand and each other. Encourage discussions, host Q&A sessions, and reward active participants to keep the community vibrant.
6. Integrate Data Analytics
Use data analytics to measure the effectiveness of your owned media strategies. Tools like Google Analytics, HubSpot, and SEMrush can help you track metrics such as website traffic, bounce rates, and conversion rates. Data-driven insights enable you to fine-tune your approach and maximize ROI.

How Earned Media Complements Owned Media
Earned and owned media work best when integrated effectively. Here’s how:
• Amplification: Use your owned media channels to amplify positive earned media, such as reviews, testimonials, and media mentions.
• Engagement: Encourage your audience to share your owned media content, turning it into earned media.
• Credibility: Highlight earned media on your owned channels to build trust and authority.
For instance, if your brand receives a glowing review in a reputable publication, feature it prominently on your website and share it across your social media platforms.

Examples of Successful Earned and Owned Media Strategies
1. Glossier: This beauty brand leveraged user-generated content (earned media) on social platforms and amplified it through its owned media channels, including email newsletters and blog posts.
2. Spotify Wrapped: Spotify’s year-end feature encourages users to share their listening habits on social media (earned media), driving massive organic reach. The feature’s landing page on Spotify’s website (owned media) further strengthens engagement.
3. Apple’s “Shot on iPhone”: Apple’s campaign used customer-generated photos (earned media) and showcased them on its website and billboards (owned media), creating a seamless synergy between the two.

The Risks of Overlooking Earned and Owned Media
Brands that fail to adapt to the shift from paid to earned and owned media risk falling behind their competitors. Over-reliance on paid media can result in:
• High Costs with Low Returns: Diminishing ROI makes paid media an unsustainable long-term strategy.
• Missed Opportunities: Authentic engagement and trust-building opportunities are often lost.
• Decreased Credibility: Consumers may perceive your brand as overly promotional and inauthentic.

Conclusion: Turbocharge Your Marketing in 2025
In 2025, the most successful brands will be those that prioritize earned and owned media over traditional paid strategies. By focusing on authenticity, value, and engagement, you can build trust, foster loyalty, and drive sustainable growth.
Take the first step by optimizing your owned media assets and crafting a strategy to generate earned media. The result? A marketing approach that not only keeps pace with the times but also positions your brand as a trusted leader in your industry.

Call to Action:
Ready to elevate your marketing game? Partner with us to unlock the full potential of earned and owned media. Contact [Your Company Name] today for tailored strategies that deliver real results.

 

 


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Ugo Onwuaso is an ICT enthusiast. He believes technology should be used for general good. He holds a Master of Public Administration (MPA) degree from the Lagos state University. Dear Reader, Your support matters. But we believe that technology makes life more exciting and helps improve the lives of people around Nigeria and indeed the world. That is why, we have devoted our energy to independent reportage of technology and finance and how they affect lives. Our incisive and analytical view of how technology news affects the daily life help individuals and organizations make up their minds. Quality journalism costs money. Today, we're asking that you support us to do more. Kindly support our effort to deliver technology and finance journalism to everyone in the world. Donate as little as N1,000. Bank transfers can be made to: UBA Plc 1017156876 Communication Week Media Ltd

General News

MTN Nigeria Takes Go MAD Campaign to The Entrepreneurial Hub of Aba

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MTN Nigeria is set to bring its Go Make A Difference (Go M.A.D) campaign to Aba, Nigeria’s renowned enterprise hub, on Sunday, March 23, at Sugarland, Luxury City Hotel.

This initiative continues MTN’s mission to inspire Nigerians to take deliberate steps toward community development and digital empowerment.

Speaking with the press at the campaign launch, Onyinye Ikenna-Emeka, Chief Marketing Officer of MTN Nigeria, shared the inspiration behind the Go M.A.D initiative. “At MTN, we believe in driving progress, giving our customers the power to rise above challenges and create something extraordinary. The Go M.A.D campaign is rooted in the belief that MTN data gives you the power to take on the world, to achieve the extraordinary, and to make a meaningful difference, in your community, your family, and your workplace. It’s our way of saying: we see you, we support you, and we’re here to make your journey better.”

Following exciting stops in Abuja, Enugu, Calabar, Ibadan, and most recently Benin, the campaign now heads to Aba with a promise to spotlight the city’s rich entrepreneurial spirit and creative talent.

In Aba, attendees can expect a thrilling fusion of technology, entertainment, and culture, with augmented and virtual reality zones, a flash mob, interactive games, special guests and inspiring real-life stories. The event will also feature Kahoot trivia games, a Go MAD puzzle, a pledge wall, and giveaways of MTN-branded merchandise and digital devices.

A highlight of this event will be the Talent Showcase, dedicated to spotlighting Aba’s emerging creatives and innovators. This platform provides local talents the opportunity to share their creative skills and connect with a broader audience.

Set against the backdrop of Aba’s reputation as a powerhouse of local industry and innovation, the event will celebrate individuals, known as Go MAD Icons, who are making a difference through MTN Data by driving social impact, growing businesses, or sharing knowledge digitally. These icons will serve as powerful reminders of what’s possible when creativity meets connectivity.

As with the previous activations in Abuja, Enugu, Ibadan, Calabar and Benin, cultural expression will remain central to the experience, with performances and installations that pay homage to the Igbo culture while encouraging young people to take positive action in their communities.

MTN’s Go MAD campaign is not just a series of events; it’s a national call to action. By merging storytelling, digital experiences, and grassroots inspiration, the campaign continues to engage Nigeria’s youth and highlight how technology can be a force for change.


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Dolphin Estate Goes Pro as FXTM Hosts Lagos Monthly Crit

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Cyclists, have the opportunity to gear up for an unforgettable racing experience! On Saturday, April 19th, FXTM proudly sponsors the Lagos State Monthly Crit at Dolphin Estate, Ikoyi – an event that promises speed, endurance, and the thrill of competition.

The day kicks off at 6:30 AM sharp with registration, setting the stage for an adrenaline-fueled main race starting at 7:30 AM. Over the course of four intense hours, cyclists will go head-to-head across three exhilarating categories: Professional, Junior, and Veteran. And for the champions? A cash prize starting at ₦800,000 awaits – a true reward for those who dare to push their limits.

It’s not just about the race – it’s about the experience. Expect a vibrant atmosphere with refreshments, music, and the perfect opportunity to mingle with like-minded cycling enthusiasts. Whether you’re a racer or a spectator, there’s something for everyone to enjoy.

Kelechi Ehibudu, Country Representative for FXTM, said said: “At FXTM we believe in unlocking potential and empowering individuals with ‘the freedom to succeed.’ Cycling, as a sport, perfectly captures this value – the freedom to ride, to push boundaries, and to achieve greatness. This event is part of FXTM’s global commitment to promoting fitness, well-being, and community engagement.

“We’re thrilled to bring this spirited race to Lagos. Cycling is not just a sport – it’s a celebration of determination, endurance, and the unyielding drive to succeed. It perfectly resonates with our mission to empower people to achieve their goals, both in trading and in life.”

The Lagos Monthly Crit is more than just a race – it’s a celebration of freedom, fitness, and community unity. Whether you’re competing for the prize or simply soaking in the energy of the event, this is an experience you won’t want to miss.


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QNET Denies Fraud Claims, Pledges Cooperation with EFCC Investigation

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QNET
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QNET, a globally recognized lifestyle and wellness direct-selling company, strongly refutes allegations linking it to fraudulent activities following a recent operation by the Economic and Financial Crimes Commission (EFCC) Kaduna Zonal Directorate in Minna, Niger State.

The EFCC arrested 28 individuals allegedly involved in Ponzi schemes, claiming they operated from a three-bedroom apartment in Al-Bishiri Estate and were linked to QNET.

We categorically deny any association with these individuals or their illicit activities.

While the EFCC reported recovering QNET application forms and documents during the operation, we assert that these materials are likely forged or fraudulent, as QNET’s business operates exclusively on an e-commerce platform and does not utilize physical application forms.

These items were clearly misused by unauthorized parties exploiting our brand. QNET operates a legitimate and ethical direct-selling business model, empowering independent representatives to promote high-quality wellness and lifestyle products.

As a global leader in the direct-selling industry since 1998, QNET adheres strictly to local and international regulations, maintaining the highest standards of compliance and integrity.

Statement from QNET Leadership

Biram Fall, Regional General Manager for Sub-Saharan Africa, addressed the allegations: “We are deeply concerned by the rising trend of scams falsely linked to QNET, including fake investment schemes and fraudulent job offers.

“These malicious acts not only damage our reputation but also harm unsuspecting individuals by eroding their trust and finances.

“QNET condemns all fraudulent activities and is fully committed to working with authorities to ensure justice is served.

“We urge the public to remain vigilant and verify all QNET-related opportunities through official channels to avoid falling victim to such deceptive practices.”

QNET’s Ongoing Commitment to Anti-Fraud Advocacy

Since entering Nigeria in 2022 through our local partner Transblue Nigeria Limited, QNET has prioritized financial literacy and consumer protection.

In November 2023, we launched the Say NO! campaign to educate the public about scams and Ponzi schemes, collaborating with key stakeholders such as the Lagos State Consumer Protection Agency (LASCOPA) and the Federal Ministry of Labour and Employment.

This initiative has reached thousands across Nigeria and neighboring countries like Senegal and Burkina Faso through multilingual billboards, radio campaigns, educational pamphlets, and social media outreach.

These efforts underscore our dedication to empowering communities with the knowledge to distinguish legitimate QNET services from fraudulent schemes.

Full Cooperation with Law Enforcement

QNET is committed to supporting the EFCC’s investigation into this matter. We are actively cooperating with authorities to clarify the misuse of our brand and ensure that those responsible for these fraudulent activities are brought to justice. We encourage anyone with information about this case to come forward and assist in the investigation.

Public Advisory: How to Stay Safe

To protect yourself from scams misusing QNET’s name, we advise the following:
● Verify all information about QNET through our official website: www.qnet.net.
● Report suspicious activities to our dedicated team at network.integrity@qnet.net or via our WhatsApp hotline at +233256630005.
● Learn more about identifying and avoiding scams at www.saynocampaign.org

QNET remains steadfast in upholding the highest ethical standards in direct selling.

We call on the media and the public to verify facts before associating QNET with unverified claims, as such misinformation can unfairly damage our reputation and the trust of our stakeholders.

For further details about QNET’s business, products, and anti-fraud initiatives, please visit www.qnet.net.


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