A creator can deliver every asset on the brief, smash performance benchmarks, spark lively comment threads, and still leave your PR team holding an empty hand.

That doesn’t mean the engagement was a bust. It simply means earned media was treated as a hopeful afterthought rather than built into the foundation of the work. We have all sat in that planning room where someone invariably asks right before wrap-up: “Can we get some press out of this?”

That question needs to be in the room on day one.

If earned media is truly part of the remit, an influencer strategy cannot begin and end with message delivery. It has to focus on narrative substance. That means looking for voices who can help uncover an untold story, bring genuine lived experience to an issue, or frame a conversation so compellingly that editors actually want to dig in. The goal is never just paying an influential voice to champion a logo. It is crafting something that holds its own weight long after the sponsored post scrolls off the screen.

Start with the Story, Not the Shortlist

Before anyone opens a spreadsheet of follower counts or starts horse-trading over deliverable tiers, pause and ask a fundamental question: What makes this interesting to someone who has never heard of the brand and does not follow the creator?

A splashy partnership announcement might occasionally make the rounds, but staking an earned media plan on a signature on a contract is a gamble at best.

A far sturdier foundation is an authentic audience friction point, an unexpected industry shift, or a tangible cultural insight that warrants a closer look. The creator’s role is to sharpen that narrative, not serve as a proxy for the lack of one.

Look at the editorial landscape. In Cision’s survey of more than 3,000 journalists globally, 86% noted they instantly pass on pitches that do not directly serve their beat or readership. A verified handle does not magically create relevance.

Here is a simple test before locking the brief: write the dream headline without using “partners with,” “teams up with,” or “taps creator.”

Strip those away. What is left?

If the story collapses without the transaction, you have an ad, not an editorial hook. That distinction separates what a brand wants to announce from what an audience will voluntarily read.

Choose Someone Who Adds Substance, Not Just Footprint

When earned coverage is on the table, vetting creators solely by reach is an easy trap. The real calculation is what they bring to the table as a subject-matter voice.

Can they break down a nuanced operational headache? Do they possess deep, credible roots in the discipline? Could an editor interview them about the broader industry landscape without them constantly glancing down at brand-approved talking points?

This is where public relations and creator strategy need to align. Organizations like PRSA have consistently pointed out that creators bring the most enduring communications value when treated as long-form storytellers, subject sources, and dynamic event speakers. Their contribution does not need to expire after a 24-hour story cycle.

Consider the contrast between paying someone to say a piece of software saved their workday versus partnering with a seasoned operator who can articulate the systemic inefficiencies plaguing their trade. The former provides an endorsement. The latter gives a reporter a credible source, a compelling human case study, and an actual reason to investigate.

That changes how we vet. Brand affinity and safety screenings are non-negotiable baselines, but we also have to evaluate whether a partner’s background withstands scrutiny. Being charismatic on camera does not make someone an authority. Credibility requires expertise, an intuitive feel for audience dynamics, and the poise to handle nuanced conversations.

Build Something an Editor Can Actually Use

Consider a B2B platform partnering with a creator who owns and runs an independent neighborhood restaurant.

A standard marketing brief asks for a slick walkthrough showing the owner balancing books on an iPad before dinner service. That is fine for a paid social campaign.

An earned-media brief pushes deeper: What does this person’s day-to-day reveal about the invisible labor required to keep a local establishment solvent?

Imagine the restaurateur chronicles the administrative grind that starts after the kitchen lights go down at midnight. The brand commissions a robust, methodologically sound study surveying independent operators on that exact administrative burden. The creator provides the tangible, human perspective; the research establishes the broader macro trend.

Suddenly, an editor has a legitimate story about the unvarnished realities of the small-business economy, backed by credible data, an articulate interview subject, and compelling visuals.

The brand has an authentic, defensible place in the conversation, but it does not need to force its way into every paragraph to make the effort worthwhile.

A word of caution on rigor: a handful of passionate comments on a sponsored post do not constitute an empirical trend. Anecdotes spark curiosity, but they are not representative data. Methodologies and funding must be transparent, and findings should never be massaged to fit a talking point.

Furthermore, the mechanics must be buttoned up before pitching begins. That means confirmed interview availability, clear photo assets, and transparent commercial disclosures. An editor’s interest evaporates fast if basic access requires a week of approvals. Make the story frictionless to report, not just easy to share.

And let’s be unequivocal about labels: a paid partnership does not transform into earned media simply because the aesthetic feels candid. Earned media is coverage an editor chooses to assign on editorial merit. Full stop. A creator can serve as an articulate expert, but they cannot be positioned as an unattached bystander, and regulatory guidelines on commercial disclosures must be ironclad. The integrity of the program relies on total transparency.

Measure the Outcomes Beyond the Feed

When earned visibility is an explicit campaign goal, evaluating the work requires distinct scorecards for creator metrics and PR outcomes.

Engagement rates, reach, and video completion rates assess content resonance. For earned outcomes, the lens must shift to where the story landed, who read it, and whether the strategic context was preserved.

Returning to the restaurant example: the benchmark for earned success is not the creator’s view count. It is whether coverage in a respected industry trade reached actual operators, prompted meaningful site traffic, or sparked conversations around the core business challenge. A passing mention in an advertising trade about a “creative activation” is a vastly different and far less durable outcome than an in-depth feature in a business publication examining the problem you set out to solve.

Look at the downstream impact: Did the piece bring qualified traffic? Did it drive informed inbound interest? Did it shift the way prospective clients understand the operational challenge?

This mindset mirrors AMEC’s framework for outcome-based measurement. The objective is to understand whether the narrative moved the needle on a real priority, rather than cataloging vanity metrics and declaring victory.

Give the Work Room to Travel

Earned media can never be promised as a guaranteed rider on an influencer agreement. But what we can do as strategists is build the work so thoughtfully that the story commands attention on its own terms.

Bring communications into the room early. Choose partners who contribute hard-earned perspective. Back claims with research that holds up to scrutiny. Give reporters unfettered access to articulate voices without trying to dictate the resulting column inches.

The sponsored post is simply the asset you bought. The earned media is the enduring narrative you built around it. When designed with intention, a partnership doesn’t have to choose between driving immediate brand visibility and contributing something substantive to the broader industry dialogue. It can easily do both.

By Ava Lund

For decades, earned media followed a familiar formula. Secure coverage in a respected publication, reach the right audience, and build credibility through third-party validation.

That formula still works. The “traditional” media landscape does not.

Audiences no longer rely solely on newspapers, trade publications, or broadcast outlets to stay informed. Now they turn to podcasts during their commute, newsletters in their inbox, YouTube, TikTok and Instagram creators they trust, and industry experts who have built media brands of their own.

This shift changes more than where stories appear. It changes where influence lives. As audiences spread their attention across more channels, PR teams need to rethink how they define media, build relationships, and measure success.

Journalist Influence No Longer Lives Exclusively in Traditional Media

The definition of earned media has expanded far beyond the newsroom.

Podcasts, newsletters, and creator-led platforms now shape industry conversations alongside traditional publications. Many attract highly engaged audiences that rival established media outlets within specific sectors.

The shift reflects a broader change in audience behavior. People no longer wait for editors, producers, or algorithms to decide what deserves attention. Instead, they choose the voices they trust and follow those experts across multiple platforms.

For brands, media opportunities now extend well beyond a reporter interview or a feature article. The most effective communications strategies recognize influence wherever audiences seek information.

Attention Matters More Than Reach

Audience size still matters, but attention has become dramatically more valuable.

Podcasts illustrate this shift clearly. According to Edison Research’s Infinite Dial 2025 report, 55% of Americans age 12 and older listen to podcasts each month, the highest level on record.

The appeal goes beyond convenience. Audiences seek context, expertise, and conversation, qualities that short-form content often struggles to deliver. Podcasts give leaders room to explain ideas, challenge assumptions, and share experiences in their words. Listeners gain a fuller picture than they would from a quote in an article or a social media post.

That depth creates a powerful advantage. While social content competes for seconds of attention, podcast audiences often spend 30 minutes or more with a single episode. Those extended conversations build credibility, strengthen trust, and create stronger audience connections.

Newsletters offer a similar advantage. Publishers have doubled down on one channel they can fully control: what they send to your inbox.  Newsletters have evolved from a supporting product into a core part of many media strategies, giving publishers a direct line to readers without relying on algorithms or shifting platform rules. 

Reuters Institute research shows that media organizations continue to invest in products that strengthen direct audience relationships as traffic from search and social platforms becomes less predictable.

A mention in a respected industry newsletter may generate less reach than a national headline, but it often reaches the exact audience a brand wants to influence. In a fragmented media environment, relevance carries as much weight as scale.

Trust Has Shifted From Institutions to Individuals

One of the most significant changes in earned media involves who owns the audience.

Journalists, analysts, and industry experts increasingly build independent media brands through newsletters, podcasts, YouTube channels, and paid communities. Many attract loyal audiences that rival traditional media outlets within specific industries.

These creators succeed because audiences trust individuals whose expertise they value and whose perspectives they understand. Trust often begins with the person behind the content rather than the institution that publishes it.

This shift expands the scope of media relations. Strong relationships with reporters remain essential, but independent creators now shape industry conversations, influence opinions, and drive awareness across highly engaged communities.

The Future of Earned Media Runs on Trust

The future of earned media is not about replacing traditional publications. It is about recognizing that influence now exists across a much broader ecosystem.

Traditional outlets continue to provide authority and credibility, while podcasts offer depth, newsletters create direct audience relationships, and independent creators build trust within highly engaged communities.

The strongest PR strategies will combine these channels rather than treat them as separate opportunities.

As media habits evolve, earned media success will depend less on where a story appears and more on whether audiences trust the source behind it. Brands that adapt first will earn attention in the places that matter most and build credibility with the audiences that shape their future.

By Ava Stepanian

What Gen Z is Craving

Not long ago, the quintessential drink for young adults was an espresso martini or spicy margarita. On weekends, most young people went out to bars or clubs, dancing until closing time with a mixed drink in hand.  

Today, due largely to rising costs and a growing desire for meaningful social connections, young adults are ditching the clubs (at least some of the time), and instead hosting intimate, at-home gatherings with close friends and a bottle of wine. While 15% of people in their twenties still report partying every weekend, a clear trend is emerging, with much of the younger generation craving more personal and cost-conscious social experiences. Compounded by the rise of digital fatigue, this shift has resulted in wine representing more than just a beverage; it has become associated with a certain lifestyle that much of Gen Z, which includes people born between the years 1996 and 2007, is craving.

The Decline of Party Culture And Rise of Intimate Gatherings at Home

Gen Z has become known as the “dry generation,” with 61% of people globally between ages 18 and 30 reporting that they are going out to bars and clubs less frequently. Financial stress, wellness culture, and mental health awareness have influenced what younger consumers are drinking and how they are consuming. When Gen Z does choose to drink, there is often an emphasis placed on prioritizing cost, moderation, and mindfulness.

According to WellPower, there are plenty of reasons why Gen Z doesn’t feel fulfilled by clubbing culture, unlike their older counterparts. With the cost of living rising faster than wages, many people in their twenties are skipping clubs to avoid the financial hangover that often comes with a night out. Between cover charges, drinks, and rideshare fees, the average person spends between $55 and $120 on a night out at a high-end club. Hosting friends at home offers a more affordable way to socialize without sacrificing the experience. TimeOut shared one 22-year-old’s story, who was quoted as saying, “I […] cannot afford to be a party girl right now.”  

Emphasizing mental and financial wellbeing, there is a desire among younger consumers for:

  • Low cost social activities
  • Quieter, more conversational environments 
  • Curated experiences 
  • Social settings focused on connection 

Gen Z craves a sense of community and searches for events and settings where they can have more intimate experiences. For a generation constantly overwhelmed by endless streams of information and digital stimulation, these meaningful and mindful experiences are exactly what many Gen Z-ers are seeking. The appeal of wine often lies in the social experience it creates for younger consumers, rather than the alcohol content. A bottle of wine shared with friends at happy hour or at home creates an intentional experience. 

How Social Media is Inspiring At-Home Wine Tastings

Young adults are increasingly choosing to socialize at home rather than spend money on expensive nights out. As a result, wine has become a centerpiece for hosting at home gatherings, offering an affordable way to elevate the experience and bring people together without elevating the price. These trends reflect a broader shift in how younger consumers are approaching wine, a shift that is amplified through social media, with at-home gatherings becoming a major source of inspiration for Gen Z.

On platforms such as TikTok and Instagram, wine content increasingly focuses on shared experiences, group gatherings, and community-driven recommendations rather than traditional tasting rules. Viral videos such as at-home wine tastings, wine-centered dinner parties, and aesthetic lifestyle videos showcasing wine have gained significant traction across social media. Content creators are helping reshape wine culture by presenting wine as an accessible, social beverage, encouraging young consumers to focus less on etiquette and more on enjoyment and connection. 

These platforms have also become hubs for experimentation, with Gen Z users creating wine cocktails and sharing unexpected food pairings. Rather than focusing on formal etiquette or individual preferences, young adults are using wine as a social experience that brings people together. According to a Food & Wine article, Lois Cho notes that “[Gen Z] ask which bottles work across a whole table rather than for a single pairing,” highlighting the generation’s preference for connection, inclusivity, and shared enjoyment. As this sentiment spreads across social media content, wine culture is evolving to become more accessible, social, and centered on shared experiences.

Ultimately, wine’s rise among Gen Z is about more than just a beverage preference. It reflects a cultural shift toward quality over quantity, intentionality over excess, and purposeful experiences. As this generation continues to redefine food and beverage culture, wine has emerged at the center as a symbol of a more thoughtful and connected way of gathering.

By Ava Lund

Social media marketing is evolving faster than ever. AI tools are accelerating content creation, platforms keep changing, and audiences are quicker than ever to scroll past content that feels generic or forced.

Our team attended Social Media Marketing World 2026 to see how marketers are adapting in real time. Across sessions on AI, LinkedIn, Instagram, podcasting, and community building, one theme stood out: stronger marketing starts with a stronger human connection.

What made this year’s conference especially interesting was how practical the conversations felt. Speakers focused less on predictions and more on what marketers are doing right now to build trust, improve performance, and keep audiences engaged in a crowded digital environment.

Here are the biggest takeaways we brought back from the event.

Takeaway #1: Human Connection Is Becoming a Competitive Advantage

As AI-generated content floods social feeds, audiences are craving content that feels real.

People at the conference kept returning to the same challenge. Consumers still expect brands to participate in online culture, but they quickly tune out content that feels forced or trend-driven solely for visibility.

That conversation mirrored what we’re seeing with clients. The brands getting the most engagement right now are building trust instead of chasing every trend.

We explored this recently in our Double Forte blog on trend jacking, where we shared how brands can participate in trends without losing authenticity or credibility. The strongest social strategies balance relevance with a clear brand voice and audience understanding.

Community building also surfaced across the event. Brands creating conversations and meaningful interaction continue to outperform brands focused only on publishing volume.

Takeaway #2: AI Is Reshaping Marketing, but Strategy Still Leads

This year’s AI conversation felt different.

Marketers are no longer debating whether to use AI. They’re figuring out how to apply it strategically across workflows. Speakers shared examples of teams using AI for research, campaign planning, analytics, content ideation, and audience insights.

According to Pew Research Center, 21% of U.S. workers say AI now handles at least part of their responsibilities.

Even with those advances, strategy still depends on people. AI helps teams move faster, but marketers continue shaping positioning, messaging, creativity, and editorial judgment.

Some of the strongest conversations focused less on shortcuts and more on building systems around brand voice, customer insight, and thought leadership. That shift reflects where marketing teams are heading as AI becomes part of everyday operations.

Takeaway #3: Simplicity and Sustainability Are Replacing Content Overload

Several speakers challenged the long-standing belief that higher content volume leads to stronger performance.

Instead of pushing constant production, marketers discussed building sustainable content systems. Teams shared strategies around repurposing top-performing content, creating evergreen libraries, and batch production workflows that reduce pressure without sacrificing quality.

There was also a noticeable shift toward simpler, more conversational formats. Founder-led storytelling, behind-the-scenes content, and lo-fi video often feel more trustworthy and relatable than heavily produced campaigns.

Audiences are responding to content that feels useful, direct, and human.

Final Thoughts

Social Media Marketing World 2026 reinforced something we think about often at Double Forte. Marketing works best when brands communicate clearly, build trust, and stay connected to the people they want to reach.

AI and emerging technologies will keep changing how brands create and distribute content. Our team helps clients navigate those shifts while keeping messaging authentic, strategic, and audience-focused.

The brands rising to the top right now are building real relationships and creating content people genuinely want to engage with.

By Ava Lund

Social platforms once promised a more personalized internet. Algorithms analyzed behavior and surfaced posts that matched individual interests. Feeds felt efficient, tailored, and endless.

That promise now faces growing scrutiny, as many users question how platforms decide what appears in their feeds and why certain posts receive priority. Public awareness of algorithmic influence has changed how audiences interact with social media.

A shift has begun. Analysts describe it as algorithm fatigue. Users no longer accept automated feeds without question. Many now seek greater control over how they discover information and which voices shape their digital experience.

Questioning the Feed

Algorithmic feeds still shape much of the modern social experience, yet confidence in those systems continues to decline. A 2022 Pew Research Center study found that only about one in ten Americans believe users have significant control over what appears in their feeds, while roughly one-third say users have no control at all.

This perception changes how people approach social platforms. Greater awareness of feed mechanics encourages users to take a more active role in shaping what they see. Some mute topics or accounts, others adjust follow lists or explore platforms that allow more direct control over content.

(Note: if you want to “cleanse your feed,” type in happy dogs, and like and comment on 5 posts. Then type in Good News and like and comment on 5 posts. Then type in “whales” and like and comment on 5 posts. Wait 12 hours. Voila’!) 

Audience behavior reflects this shift. Users now evaluate sources more carefully and pay closer attention to credibility. Passive scrolling gives way to more deliberate choices about who deserves attention.

This change alters how brands capture visibility. Attention no longer comes from algorithms alone. Credible voices, trusted publications, and expert perspectives now carry greater weight. Media relations helps brands appear in places audiences actively seek out for reliable information. When PR teams invest in thought leadership and authoritative coverage, they place their message within environments where trust already exists.

The Overload Effect

Skepticism alone does not explain the growing tension with social platforms. Feed design also plays a major role. Recommendation systems prioritize content that drives engagement, which creates a constant flow of posts, videos, and articles. 

That pace creates pressure on attention. Research from the National Institutes of Health identifies information overload as a major driver of social media fatigue. Constant updates, notifications, and competing content streams make it difficult for users to focus on what matters.

Many people respond by changing how they navigate digital spaces. Instead of sorting through endless feeds, audiences search for sources that present information in a clearer and more manageable format. The goal shifts from discovering everything to discovering the right things.

Communication strategy must adapt to that reality. Visibility now depends less on volume and more on relevance. Strong insights, credible data, and thoughtful analysis attract attention in environments where audiences expect substance. Coverage in industry publications, expert commentary, and partnerships with respected creators place brands within conversations that reward depth rather than noise. Each credible appearance strengthens authority and helps audiences recognize a brand as a reliable source.

Intentional Media Gains Value

Audience behavior reflects a broader move toward intentional media habits. Many people now choose formats that allow them to control how and when they receive information. Newsletters, podcasts, and specialized creators offer a different relationship with content.

These formats rely on active choice. Readers subscribe to writers they trust. Listeners return to podcasts that deliver expertise or perspective. Each subscription reflects a deliberate decision about whose voice deserves attention.

This environment rewards clarity and consistency. Brands that provide informed commentary, research-backed insights, and credible expertise become valuable contributors to these curated spaces. PR teams play a key role by connecting spokespeople with journalists, creators, and hosts who maintain strong relationships with their audiences.

Algorithm fatigue signals a broader shift in the digital landscape. Audiences still value online content, yet they increasingly prefer sources that offer clarity, credibility, and control. 

Organizations that recognize this change and invest in trusted voices, strong narratives, and meaningful media relationships will stand out in a crowded information environment. Brands that adapt now will shape how audiences discover and trust them in the years ahead.