Why media features are more valuable than influencers or digital ads

You know that thrill when you’re flipping through your favourite magazine or scrolling your go-to website, and there’s a full feature on that brand you’ve been low-key obsessing over? Let’s dive into why that kind of media feature is EVERYTHING for brands today.

The digital age has given rise to various promotional avenues for brands. From influencers with their curated aesthetics to clickable ads peppering every possible online space, brands have a plethora of choices to get their message across. But amid this digital cacophony, the traditional media feature holds its ground and, dare we say, stands out with even more gravitas.

Why? Your brand getting a nod in a magazine is wayyyy more trust-building than that influencer’s tenth #ad post of the day or an digital ad shouting for customers to buy your products. Seriously, 56% of people feel that press coverage is the real deal in trustworthiness (Alliance Business Services, 2018). So, while influencer collabs or sponsored posts might get those fleeting glances, a fab feature in the media? That’s the kind of buzz that sticks.

Here’s why:

The credibility factor

Imagine this: you’re a new brand that’s just launched an impressive product line. You’ve got influencers donning your pieces, social media ads flashing across screens, but then – BAM! – a prominent magazine does a full spread on your collection. The weight of such coverage is immense.

Unlike influencers, who are often paid for their endorsements, or digital ads, which are inherently promotional, media features offer a more neutral, yet validating, perspective.

Publications, especially those with long-standing reputations, are viewed as impartial judges. And readers are savvy; they know that for a product to be featured in a trusted magazine or website, it has to be noteworthy. This brings a level of credibility that money simply can’t buy. It’s the validation that says, “Hey, you’re not just another brand. You’re a brand worth watching.”

Broadening reach and resonance

While influencers may have a vast following, their endorsement can sometimes be lost among a myriad of other brands they promote. Digital ads, too, have a fleeting presence, often sidelined by ad-blockers or users’ banner blindness.

In contrast, when you’re featured in media, you’re not just reaching out to your established audience; you’re also accessing the publication’s massive follower base. This audience is often actively seeking quality content, making them more receptive to the brands featured.

Such media exposure introduces your brand to a whole new set of potential admirers who might not have stumbled upon you otherwise. This can be especially fruitful if you’re an emerging brand looking to cement your presence in the industry.

The authenticity card

In an era where consumers are increasingly critical of what they see online, authenticity matters. While many influencers strive for authenticity, the sheer volume of endorsements can sometimes dilute their genuine appeal.

Media features provide that genuine, unfiltered look at a brand. It’s not a polished advertisement; it’s a journalistic take. And in an age of skepticism, where people constantly question the authenticity of what they see online, this genuine portrayal can be refreshing.

Lasting impact

An Instagram post or story has a lifespan of mere hours to days. Digital ads, even less. Media features have a more extended shelf life. Think about it. Magazines stay on coffee tables for months, and online articles can be searched and found years after they’re published.

This lasting presence means your brand continues to gain visibility – without the constant need for reinvestment – long after the initial publication.

Enhancing brand image

There’s something inherently glamorous about being featured in a glossy magazine or a top-tier website. It’s a status symbol – an indication that your brand has reached a certain echelon in the industry. It’s not just an ad slot purchased on a webpage or an influencer deal negotiated behind the scenes. A media feature is an earned accolade, signalling that the brand stands out in the crowded marketplace.

This kind of recognition boosts morale internally and also elevates your brand’s perception externally.

In no way are we suggesting that influencer partnerships or digital ads don’t have their merits. They are essential tools in a brand’s promotional arsenal. However, it’s crucial to understand the distinct, irreplaceable value that media features bring to the table.

They offer brands an opportunity to be seen and heard in an environment that’s free from overt commercial interests. They elevate a brand’s status, extend its reach and most importantly, they resonate with audiences seeking authenticity.

Brands, take note: In a world where everyone’s vying for attention, sometimes the most potent way to be heard is through the trusted pages of a magazine or the thoughtful prose of an online article. And remember, with tools like Flaunter, amplifying your brand’s voice through media has never been easier.