#TalkWorthyNotClickbait

[laurafaritos]

HDMS053. You Can’t Buy This Kind of Buzz — But You Can Earn It

We all have that one product we didn’t even know we needed — until someone else swore by it. No ad. No influencer. Just a random person or a friend saying, “Trust me, you need this.” That, my friends, is earned media. And it works.

This week, we stepped into the world of earned media — aka when people talk about your work without you asking them to. It’s powerful, unpredictable, and free. In this post, I’m breaking down what I learned about how brands like e.l.f. and OOFOS are embracing earned media to build awareness — and how comedians and creators like us can do the same… without needing to “go viral” on command.

If you’ve been focusing only on what you say about your work, it’s time to start thinking about what people say when you’re not in the room. This module introduced us to the third major pillar of customer acquisition: earned media — and honestly, it’s giving “word of mouth, but make it digital.”

Earned media is what happens when people talk about your product without being paid or prompted. Think TikTok reviews, quote tweets, audience selfies after a show, or your friend texting you “you have to try this.” It’s free, powerful, and arguably way more trustworthy than anything you could say about yourself in an ad or newsletter.

We saw this in action with e.l.f. Beauty, when a mom filmed herself at Walmart raving about a $5 concealer. It wasn’t sponsored. It wasn’t branded. It was just real — and it blew up because it resonated with the audience. The company didn’t make that moment, but they’d earned it through consistent values, pricing, and accessibility.

OOFOS, the recovery footwear brand we’ve been studying, is also learning to lean into earned media. Their team knows that earned media isn’t about direct sales — it’s about building awareness, getting people to know the brand exists before they’re ready to buy. The downside? It’s harder to track and control. But the upside? You don’t need to pay for reach when people are voluntarily spreading the word.

The big takeaway? You can’t control earned media — but you can influence it.

Let me be real: no amount of strategy or schooling can beat the power of someone saying, “You HAVE to see her live.” Some of my best career moments weren’t the result of a perfect pitch or polished promo — they were sparked by DMs, tags, or someone casually mentioning me in a group chat.

Case in point? I used to think I hated coffee. Like, deeply. I’d refuse it every time. But one day I was at the salon, exhausted, and my hairstylist handed me a cup of something magical: Nescafé Gold Espresso, brewed into milk with a little sugar. It changed my life. I went from “I don’t drink coffee” to “I will fight someone for this.” No ad could’ve done that — but a trusted recommendation + perfect timing? Game over.

That’s the power of earned media. It feels organic. It feels honest. And it sticks. That’s the energy I want to replicate in my creative work — not just making stuff, but creating moments people want to talk about. Whether it’s a standout bit from a live show, a line from a podcast episode, or a behind-the-scenes clip that makes someone laugh unexpectedly — I want to be share-worthy, not just post-worthy.

And as someone who's neurodivergent, I’ve learned that I remember things best when they come from people I trust — not polished content. If I’m like that, I know my audience probably is too.

You don’t need a New York Times feature or a viral TikTok to benefit from earned media. For comedians and creators, earned media can look like:

A fan posting your joke on Threads with “I can’t stop thinking about this”

Someone telling their friend, “You have to come to this show next time”

An audience member tagging you in a blurry selfie with “She KILLED tonight”

A fellow creative recommending your podcast because it made them feel seen

That’s all earned media. And if you’re not paying attention to it, you’re missing out on free proof that your work is resonating.

Here’s how to build your earned media muscle without chasing clout:

💡 1. Create “shareable moments” on purpose

Plan for the parts of your show or content that are likely to be repeated. Punchlines. Visual gags. One-liners that hit. If you’re creating podcast clips, ask yourself: “Would someone DM this to a friend?”

💬 2. Make it easy for people to talk about you

Have your social handles visible at live shows. Use a consistent hashtag. Include a callout like “Tag me if you come!” or “Tell me which joke broke you.”

🎯 3. Amplify earned media when you see it

When someone shares a post, responds to your story, or mentions you in a review, re-share it and say thank you. That gratitude creates a feedback loop — and it encourages others to do the same.

🧠 4. Measure it your own way

No, it’s not always trackable through dashboards. But you can keep a folder of screenshots, testimonials, and sweet DMs. Use them as social proof later — or just as motivation when imposter syndrome hits.

You don’t need to be famous. You need to be talked about. And that starts with creating work worth remembering — then giving people the tools to carry it forward.

Earned media isn’t something you buy — it’s something you deserve. When people talk about your work, unprompted and unpaid, that’s the highest compliment. And the best part? It’s often more persuasive than any ad you could run.

So whether you’re a comedian, podcaster, or chaotic little creative trying to build something real: start thinking about what makes people want to share your work. Create for connection, not just conversion. And remember — buzz doesn’t always come from shouting. Sometimes, it starts with a whisper that spreads.

I hope this post was as helpful to you as it was to me!!

Tchau tchau <3