It complements paid, earned and owned media in the "PESO model", resulting in a more holistic marketing approach.

What is Shared Media?

  • Shared media boosts credibility and reach through user-generated content, media referrals and reshares.
  • As digital platforms grow, shared media's role in digital marketing is increasingly vital.
  • Understanding and encouraging shared media helps brands maximise community engagement and authenticity.

Shared media is brand-related content created and circulated by users on a mix of integrated platforms. Unlike content directly controlled by brands, shared media spreads organically among audiences.

The PESO Model

All brand publicity fits into Paid, Earned, Shared, or Owned media (PESO). A strong marketing strategy that integrates all four, with shared media driving organic conversations and brand mentions.

What Makes Shared Media Unique?

Brands cannot control how shared media spreads, making its reach potentially vast if it goes viral. However, understanding audience motivations helps brands encourage sharing.

Why is Shared Media Important?

  • Social Currency: Users share content that bolsters their image, which, in turn, enhances your brand's appeal.
  • Social Proof: Recommendations from peers or influencers offer powerful endorsements.
  • Trust Factor: Genuine user posts act as credible reviews, fostering confidence among potential customers.
  • Community: Sharing builds an engaged audience and fosters social connections.
  • Virality: Shared media has the greatest chance to reach massive audiences rapidly through network effects.

How Shared Media Differs from Other Types

  • Paid Media: Sponsored content paid for by brands; less trusted than organic shares.
  • Owned Media: Content published on brand-controlled channels; reshared owned media becomes shared media.
  • Earned Media: Coverage or mentions from third parties or media not paid for by the brand; overlaps with shared media but takes place off social platforms as well.

Shared media is essential for visibility, social proof and lead generation. While brands can't control every share, they can encourage, track and reward user engagement — maximising the impact through referral programmes.

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*Image courtesy of contributor