5 Emerging Trends in Earned Media to Watch
The earned media landscape is evolving rapidly, with new trends reshaping how brands connect with audiences. This article explores five emerging developments that are transforming the field, from the rise of journalists' Substack newsletters to the growing influence of micro-influencers. Drawing on insights from industry experts, readers will gain valuable perspectives on these shifts and their potential impact on PR strategies.
- Journalists' Substack Newsletters Expand Media Channels
- User-Generated Stories Boost Brand Credibility
- Micro-Influencers Drive Targeted Earned Media
- AI Analytics Transform PR Measurement
- Founders Become Media Brands
Journalists' Substack Newsletters Expand Media Channels
An emerging trend in earned media is the independent content that a vast array of traditional media journalists are now publishing through their own Substack editorial newsletters. Magazine journalists are increasingly using Substack to publish content based on their own agenda and deep knowledge of their personal interests. This gives us the opportunity to become part of these extended media channels and foster closer connections by learning about journalists' interests.
User-Generated Stories Boost Brand Credibility
One trend that really excites me is the rise of user-generated storytelling. It's amazing to see real customers sharing their journeys with a brand in such an authentic and unfiltered way. It's gone beyond just reviews; now, people are crafting mini case studies on platforms like LinkedIn and Instagram, tagging us along the way, and showing others how Estorytellers has helped them write or publish their books.
This kind of earned media feels so genuine, trustworthy, and relatable. It's changing the scene by shifting the focus from polished PR to real experiences being shared. I truly believe this is the future of brand credibility—people trust other people, not just faceless companies. That's why we've started to encourage more of these stories by staying engaged, resharing them, and even featuring our clients in our own content. It creates a virtuous cycle of real connection.
Micro-Influencers Drive Targeted Earned Media
One emerging trend in earned media that I'm really excited about is the rise of micro-influencers and niche community voices. Instead of focusing solely on big-name influencers or traditional media outlets, brands are increasingly partnering with smaller, highly engaged individuals who have deep connections within specific communities or industries.
This shift matters because these micro-influencers often come across as more authentic and trustworthy to their followers. Their recommendations feel less like advertising and more like genuine endorsements. That creates a ripple effect - engagement tends to be higher, and word-of-mouth spreads more naturally.
For the industry, this means earned media is becoming more targeted and relationship-driven. It's not just about getting a big headline anymore; it's about building ongoing conversations in smaller pockets of influence that can drive lasting impact. I think we'll see PR strategies evolving to focus more on these relationships, which could lead to more meaningful and measurable results.
AI Analytics Transform PR Measurement
One emerging trend in earned media I'm watching closely is AI-powered analytics that go beyond basic reach and impressions to track genuine audience engagement. These tools measure how many people actually read, interacted with, and understood the content, giving teams a clear view into which coverage influences brand perception and customer behavior. This shift brings much-needed transparency and accountability to PR, transforming it into a data-focused function that leadership and investors can rely on to demonstrate real business impact. For those committed to optimizing earned media strategies, this is more than an upgrade; it's a necessity!
Founders Become Media Brands
One thing I'm really intrigued by right now is the rise of "founder media"—where startup founders are becoming their own media brands. We're seeing more of them bypass traditional PR routes and build direct audiences through LinkedIn, Substack, or niche podcasts. It's no longer about polished press releases; it's about raw, consistent storytelling straight from the source. This shift puts pressure on earned media professionals to rethink how they pitch—because reporters aren't just looking for statistics or soundbites, they're watching how active and authentic a founder is in their own narrative.
I had a client last year who was determined to land a Tier 1 feature before their Series A. I advised them to set that aside for a moment and just start posting consistently on LinkedIn—sharing behind-the-scenes challenges, founder insights, and product missteps. Within two months, a journalist who followed them reached out organically. No pitch was needed. That moment really crystallized for me: earned media is moving toward relationship-building over transactional pitching. At Spectup, we've started coaching founders on this—because a good story, told in your own voice, travels further than the best press kit ever will.
