Brainpower: Do consumers trust brands as storytellers?

|Gabie Kur

Brands as publishers. Every company is a media company. Brand storytelling. We’ve heard it all over the past year. The world’s most successful brands are dedicating ample resources to building audience engagement through earned and owned media.


Based on our data, brands’ earned media campaigns saw 33% higher average click-through rates than their owned media campaigns.

We attribute the higher engagement on earned media campaigns to trust: while consumers want to engage with brands’ content, they value third-party recommendations above all other forms of marketing and advertising.

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Gabie Kur

Gabie is Marketing Coordinator at Outbrain. Read more

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