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Why Paid Media Is Losing Its Edge: The Rise of Earned Media in 2025

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By Reuben Kalu

In the evolving digital marketing landscape, 2025 is shaping up to be a transformative year. Traditional paid media, once the backbone of marketing strategies, is becoming increasingly irrelevant. Instead, earned media and owned media are taking center stage, offering unparalleled opportunities for brands to connect authentically with their audiences. In this article, we’ll explore how earned media has disrupted the dominance of paid media and how you can leverage your owned media assets to turbocharge your marketing efforts.

The Rise of Earned Media
Earned media refers to the organic exposure a brand receives through word-of-mouth, media coverage, social shares, reviews, and recommendations. Unlike paid media, which requires financial investment for visibility, earned media is driven by trust and authenticity—two critical factors that modern consumers prioritize when making purchasing decisions.
According to a Nielsen report, 92% of consumers trust earned media more than any form of advertising. This trust stems from the fact that earned media is unsolicited and unbiased, making it far more credible than paid advertisements. As a result, brands that focus on generating earned media are seeing higher engagement rates and improved customer loyalty.

Why Paid Media Is Losing Relevance
Paid media isn’t entirely obsolete, but its efficacy is waning. Here are some reasons why:
1. Ad Fatigue: Consumers are bombarded with ads every day, leading to desensitization and ad fatigue. Many now use ad blockers, making it harder for brands to reach their target audience through paid media.
2. Rising Costs: The cost of digital advertising has skyrocketed, especially on platforms like Google and Facebook. Small businesses often find it difficult to compete with larger corporations with bigger budgets.
3. Declining Trust: Modern consumers are skeptical of paid ads, often viewing them as intrusive or misleading. This lack of trust significantly diminishes the ROI of paid campaigns.
4. Algorithm Changes: Social media algorithms are increasingly favoring organic content over paid promotions. This means brands that rely solely on paid media are at a disadvantage.
The Power of Owned Media
While earned media’s authenticity is its strength, owned media provides the platform to control and amplify your brand’s voice. Owned media includes channels you control, such as your website, blog, email newsletters, and social media profiles. By strategically optimizing these assets, you can create a robust marketing ecosystem that works harmoniously with earned media.

Strategies to Maximize Your Own Media Opportunities in 2025
1. Create High-Value Content
Content remains king in 2025, but not just any content will do. Focus on producing high-value, shareable content that solves real problems for your audience. This could be in the form of:
• Educational Blog Posts: Address common pain points in your industry with actionable solutions.
• Interactive Media: Infographics, videos, and quizzes can significantly increase engagement.
• Case Studies: Showcase your expertise by highlighting success stories that resonate with your audience.
2. Leverage SEO and Content Optimization
Your owned media is only as effective as its discoverability. Search engine optimization (SEO) ensures your content ranks high on search engine results pages (SERPs). Key tactics include:
• Conducting keyword research to understand what your audience is searching for.
• Optimizing on-page elements like meta descriptions, headers, and image alt texts.
• Building backlinks to establish authority and credibility.
3. Develop a Strong Email Marketing Strategy
Email marketing remains one of the highest-ROI channels for owned media. Personalize your emails to cater to the unique needs of your audience segments. Use tools like automation and A/B testing to refine your campaigns and drive higher engagement rates.
4. Engage Authentically on Social Media
Social media platforms are an extension of your owned media. Rather than treating them as one-way communication tools, use them to foster genuine engagement. Respond to comments, participate in discussions, and share user-generated content to build trust and loyalty.
5. Build an Online Community
Communities foster loyalty and provide a platform for earned media to thrive. Create forums, Facebook groups, or Slack channels where your audience can engage with your brand and each other. Encourage discussions, host Q&A sessions, and reward active participants to keep the community vibrant.
6. Integrate Data Analytics
Use data analytics to measure the effectiveness of your owned media strategies. Tools like Google Analytics, HubSpot, and SEMrush can help you track metrics such as website traffic, bounce rates, and conversion rates. Data-driven insights enable you to fine-tune your approach and maximize ROI.

How Earned Media Complements Owned Media
Earned and owned media work best when integrated effectively. Here’s how:
• Amplification: Use your owned media channels to amplify positive earned media, such as reviews, testimonials, and media mentions.
• Engagement: Encourage your audience to share your owned media content, turning it into earned media.
• Credibility: Highlight earned media on your owned channels to build trust and authority.
For instance, if your brand receives a glowing review in a reputable publication, feature it prominently on your website and share it across your social media platforms.

Examples of Successful Earned and Owned Media Strategies
1. Glossier: This beauty brand leveraged user-generated content (earned media) on social platforms and amplified it through its owned media channels, including email newsletters and blog posts.
2. Spotify Wrapped: Spotify’s year-end feature encourages users to share their listening habits on social media (earned media), driving massive organic reach. The feature’s landing page on Spotify’s website (owned media) further strengthens engagement.
3. Apple’s “Shot on iPhone”: Apple’s campaign used customer-generated photos (earned media) and showcased them on its website and billboards (owned media), creating a seamless synergy between the two.

The Risks of Overlooking Earned and Owned Media
Brands that fail to adapt to the shift from paid to earned and owned media risk falling behind their competitors. Over-reliance on paid media can result in:
• High Costs with Low Returns: Diminishing ROI makes paid media an unsustainable long-term strategy.
• Missed Opportunities: Authentic engagement and trust-building opportunities are often lost.
• Decreased Credibility: Consumers may perceive your brand as overly promotional and inauthentic.

Conclusion: Turbocharge Your Marketing in 2025
In 2025, the most successful brands will be those that prioritize earned and owned media over traditional paid strategies. By focusing on authenticity, value, and engagement, you can build trust, foster loyalty, and drive sustainable growth.
Take the first step by optimizing your owned media assets and crafting a strategy to generate earned media. The result? A marketing approach that not only keeps pace with the times but also positions your brand as a trusted leader in your industry.

Call to Action:
Ready to elevate your marketing game? Partner with us to unlock the full potential of earned and owned media. Contact [Your Company Name] today for tailored strategies that deliver real results.

 

 


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General News

Globacom Donates ₦1Bn to Lagos State Security Trust Fund

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In its bid to contribute its quota to the consolidation of security in Nigeria’s commercial capital, Lagos, telecommunications giant, Globacom, has thrown its weight behind the Lagos State Security Trust Fund (LSSTF) with a donation of ₦1 billion.

The generous donation was announced at a Private Sector Breakfast Meeting with CEOs, convened at the instance of the Executive Governor of Lagos State, Mr Babajide Sanwo-Olu, on Friday, January 30, 2026 and shows the company’s commitment to fostering public safety which would in turn, culminate in enhanced prosperity and social re-engineering in the state.

The donation, which is the biggest private-sector intervention from the telecommunications sector to the Fund in recent years, again shows that Globacom is a responsible, responsive and people-oriented corporate citizen.

Globacom disclosed that the intervention emphasized deeper collaboration between government and the state’s business community especially in relation to security, innovation and economic resilience—an agenda which the digital solutions company has unabashedly supported through sustained social investments.

The Executive Secretary/CEO of the Fund, Dr. Ayo Ogunsan, in his display of appreciation described Globacom’s largesse as “a powerful demonstration of corporate citizenship and a strategic investment in the stability of Lagos State,” saying since LSSTF was established to bridge funding gaps in security infrastructure, it desired voluntary contributions from corporate bodies and well-meaning collaborators.

Dr. Ogunsan promised that the ₦1 billion donation will significantly enhance the Fund’s capacity to address critical priorities for 2026, including multipurpose security helicopters and drones, Armoured Personnel Carriers (APCs), water cannons, digital communication equipment and Smart CCTV systems. These assets, he added, were germane to proactive policing, rapid response and intelligence-led operations across the state.

He therefore encouraged Lagosians to support businesses that invest in the safety and development of the state, saying, “When companies step forward to secure our environment, residents should reciprocate by patronizing them. Their support directly impacts the protection of lives, property and economic activity.”

A statement from Globacom explained that the donation was an expression of the company’s staunch belief in Nigeria’s future. “At Globacom, we see security not as a government burden alone, but as a shared responsibility. When people feel safe, enterprise grows, creativity flourishes and hope becomes practical. Our support for the LSSTF is about protecting the everyday dreams of millions of Lagosians,” he noted.

With this donation to the LSSTF, Globacom has furthered its tradition of investing directly in the conditions like safety, confidence and stability which help commerce to thrive. Consequent on the support, LSSTF is gingered to raise the bar of security thereby concretizing Lagos State’s position as Nigeria’s safest and most vibrant commercial hub.

This recent financial intervention from Globacom is in tandem with its avowed commitment to social responsibility that is practical, timely, scalable and aligned with national priorities.

The company’s interventions in the past decades have spanned relief efforts for flood-affected communities, support for displaced persons, advanced youth skills through structured training programmes, and investments in education, culture and digital inclusion.


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WIEG to host Nigeria’s first International Investment Summit in Lagos

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World International Economic Group (WIEG) Nigeria has announced plans to host its inaugural International Investment Summit on Feb. 25 and 26 at the Four Points by Sheraton Hotel, Oniru, Victoria Island, Lagos.

WIEG to host Nigeria’s first International Investment Summit in Lagos

WIEG

The summit, themed “Nigeria’s Next Frontier: Unlocking Sustainable Investments for Economic Transformation,” is aimed at connecting investment-ready Nigerian enterprises with global capital while addressing long-standing challenges facing micro, small and medium enterprises (MSMEs), cooperatives and women-led businesses.

Speaking at a pre-summit press conference on Friday at Compact Communications Ltd., GRA Ikeja, Lagos,  Mr. Bassey Essien, WIEG’s Project & Event Consultant  said the summit would serve as a structured platform linking policy, finance and enterprise growth.

Essien identified limited access to structured funding, poor investment readiness and weak documentation as major barriers confronting Nigerian businesses, despite the availability of domestic and international capital.

“Enterprises that succeed understand the importance of preparation. Some invest as much as N200 million in professional feasibility studies to meet the standards of banks and institutions such as the African Development Bank. That level of preparation enables access to collateral-free funding,” he said.

According to him, weak policy continuity, inadequate post-intervention monitoring and fragmented regulatory frameworks have continued to undermine business growth in the country.

“Policies often change with governments, and there is little tracking after interventions. More importantly, many businesses are not prepared in ways financiers require,” Essien noted.

He explained that the summit would convene policymakers, investors, development finance institutions and pre-screened MSMEs and SMEs operating in priority sectors, including the creative industry, agriculture, energy transition, finance and aviation.

Essien described the creative sector as a major contributor to Nigeria’s economy, accounting for about 2.5 per cent of the Gross Domestic Product, but said weak financing structures, piracy and poor intellectual property (IP) protection had limited its growth.

Highlighting the summit programme, he said Day One would feature conferences on macroeconomic issues, policy reforms and enterprise growth, while Day Two would focus on sector-specific deal-making roundtables.

“These deal rooms will be organised by sector — from aviation maintenance, repair and overhaul (MRO) to renewable energy — with lawyers, financiers and policymakers present to fast-track transactions,” he said.

Essien added that the Nigerian Investment Promotion Commission (NIPC) would be present to ensure post-event monitoring and tracking of investment deals concluded during the summit.

He disclosed that the creative economy segment would be supported through partnerships with the Association of Movie Producers of Nigeria (AMP) and financial institutions to fund viable projects in Nollywood, music and fashion.

“Intellectual property regularisation is critical. Once ideas are properly documented and protected, investors gain confidence,” he said.

On energy and aviation, Essien said the summit would spotlight renewable energy solutions to reduce dependence on generators and promote the establishment of commercial MRO facilities to curb the high cost of aircraft maintenance abroad.

He also announced the participation of B Lab Africa, a U.S.-certified organisation focused on environmental, social and governance (ESG), diversity, equity and inclusivity standards, noting that the initiative would help small businesses improve governance and access global funding.

Essien revealed that investment commitments estimated at about 500 million dollars were expected to emerge from the summit.

“This is a private-sector-led, non-partisan initiative that places no financial burden on government. It is focused on job creation, empowering women-owned enterprises and improving investor confidence through transparent and secure processes,” he said.

He urged Nigerian entrepreneurs and SMEs to prioritise proper documentation, professional advisory services and IP protection to position themselves for sustainable growth.

“We are creating a structured pathway from policy to capital to enterprise growth,” Essien added.


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What If the Problem Isn’t Just the Government

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By Blaise Udunze

Recent reports in the media space highlighting threats of “naked protests” by market women across several states if the federal government fails to address the issue of hardship underscore the depth of hunger and poverty gripping the nation. No doubt, there is hardship in the country, of which Nigeria’s poverty crisis is often framed as the government’s failure, poor policies, weak institutions, corruption, and economic mismanagement.

What If the Problem Isn’t Just the Government?

From a balanced viewpoint, while these factors are undeniable, they do not tell the full story in its totality. The reality is that the majority of Nigerians, being the larger populace experiencing this challenge, will definitely oppose the ideology that poverty in Nigeria is not merely a policy problem; it is also a societal one. The underlying truth is that this is shaped by citizens’ behaviours, choices, cultural norms, and civic attitudes. This will remain a lived experience of the people until this dimension is confronted honestly; reforms will continue to yield limited results.

Nigeria’s economy has witnessed growth as inflation has decelerated, with headline inflation easing to 15.15percent and food inflation retreating to 10.84 percent, the exchange rate was stabilizing, and foreign reserves ($46.7 billion) had climbed to a seven-year peak, and despite the growth figures and ambitious government targets, millions of Nigerians remain trapped in poverty. More alarming is the recent estimates suggesting that an additional two million people could fall below the poverty line this year alone.

The intrigue is that the geographic distribution of these figures tells a deeper story, and this is more revealing than the numbers; however, there is an uneven geographical spread. Of concern here, which is troubling, is why states such as Yobe, Jigawa, Katsina, Kano, and Zamfara tend to experience or be deep in poverty when compared to other states like Lagos, Port Harcourt, Aba, Enugu, and Onitsha, which are projected to experience less poverty. This disparity raises a critical question, which calls for an urgent answer to why poverty outcomes differ so starkly within the same country, because no doubt, much of the explanation lies beyond government failures.

While governance challenges exist nationwide, the explanation extends beyond Abuja.  Perhaps this is from deliberate ignorance of the people; the reality is that it lies in education, cultural practices, social norms, and individual responsibility play decisive roles in shaping economic outcomes.

One key alarming fact that has deeply entrenched poverty in many northern states, unlike other regions, is limited access to education, especially for girls, early marriage, polygamy, and large family sizes. There have been several factors that reinforce cycles of poverty by stretching limited household resources, reducing educational attainment, and limiting economic mobility, and this will continue to be a long-standing challenge or lived experience for the people if not addressed.

It is clearer that practical comparison illustrates this reality. Taking into consideration that a low-income worker in Yobe who marries four wives and raises over twenty children will inevitably struggle to provide adequate education, healthcare, and opportunities for his family, while in contrast, a similar worker in Aba is more likely to marry later, have fewer children, and invest in their education. Without much ado, over time, the children in the latter household acquire skills, productivity, and economic relevance because their parents chose to prioritise education for them, while the former remain trapped in subsistence and dependency. These differences are not subjective; they are structural and measurable.

Religion and culture further complicate the picture as record has it that Nigeria is one of the most religious countries in the world, yet religiosity often serves personal aspirations, prosperity, miracles, or divine favour rather than reinforcing civic responsibility and social ethics. Today in Nigeria, political leaders frequently reinforce this distortion and moral narrative. Only recently, it was announced that public officials in Abuja celebrate marrying off multiple children at once, some governors borrow billions to spend public funds on religious pilgrimages, while underfunding education, healthcare, and infrastructure, they send a clear message about priorities. In contrast, states that invest deliberately in education, such as Enugu with its smart school initiatives, demonstrate how leadership choices influence societal outcomes.

Still, the crisis of responsibility is not confined to any region. It is national, as proved during the discussions at Lagos State’s 12th Summit of the Association of Retired Heads of Service and Permanent Secretaries (ALARHOSPS), it was emphasized that societal progress depends not only on leadership but on citizenship behaviour. According to Professor Wusu Onipede, citizenship is defined by commitment to collective welfare, not mere residence.

The truth is not far-fetched, going by the saying that actions, positive or negative, directly impact society. What would have informed the common actions, such as stealing public assets, vandalizing infrastructure, ignoring traffic laws, or tolerating corruption, all accumulate into widespread societal harm as seen in our everyday lives. Conversely, volunteering, mentorship, and community engagement generate resilience, opportunity, and shared prosperity. With close reading, one will notice that this dynamic was captured succinctly in Professor Oluwatomi Alade’s “Triangle for Change,” which pointed to the home, the school, and the community. Parents must brace up to understand that the primary responsibility is upon them to start prioritising education, teachers who impart both knowledge and character, and communities that uphold civic values create the foundation for sustainable development because the truth is that the change does not only rest on the government. In the same manner, it will be said that neglect in any of these spheres, whether through early marriage, disregard for schooling, or normalization of polygamy, undermines national progress.

Religious institutions, as Professor Oguntola-Laguda argues, must also evolve, which means that beyond spiritual teachings, they should emphasize practical social ethics in the areas of responsibility, productivity, gender inclusion, and civic duty. In regions where harmful norms persist, faith leaders, traditional authorities, and elders possess the influence necessary to drive change, if they choose not to use it, otherwise the society will remain impoverished.

Globally, the link between social norms and poverty is well established, and norms that condone child marriage, gender exclusion, or unchecked family sizes perpetuate intergenerational deprivation. Over the period, in other countries, it is clear that economic interventions alone cannot dismantle these patterns because countries like India show that combining education incentives, political inclusion, and social protection can reduce poverty among marginalized groups. Initiatives such as Uganda’s SASA, which is a program that demonstrates that shifting attitudes toward gender and empowerment lead to improved economic outcomes. Nigeria’s poverty strategy must similarly integrate social transformation with economic reform.

None of this absolves government responsibility. Poorly sequenced reforms, rising taxes, insecurity, weak infrastructure, and inadequate social protection continue to deepen hardship. Senator David Mark of the African Democratic Congress has criticized what he terms “vicious policies” that worsen citizens’ vulnerability. Nigerians are acutely aware of these failures. What they demand is not statistics or political rhetoric, but practical policies that reduce hardship, enable productivity, and promote inclusion.

Even at this, Nigerians must take into cognisance that government action alone is insufficient. Poverty cannot be eradicated where large families are unsustainable, education is undervalued, and corruption is tolerated at the household and community levels. Individual responsibility remains the missing link. Citizens must be discreet in their timing for marriage until they can provide adequately, manage family sizes responsibly, educate all children, especially girls and reject the glorification of excess and impunity.

Insecurity further illustrates this shared responsibility. Though one will argue that the state bears the constitutional duty to protect lives and property, law and order. What about the dwellers? Communities must actively support security efforts through vigilance, information sharing, and conflict resolution. Silence in the face of crime and corruption enables disorder because independence loses meaning when citizens disengage from safeguarding their own communities.

Another critical aspect that is akin to insecurity is that economic development also falters when citizens undermine progress through dishonesty, rent-seeking, and apathy. What people fail to understand is that entrepreneurship, accountability, and cooperation are as vital as government-led job creation. The same thing can be said of cooperatives, vocational training, and local enterprise, which can deliver immediate relief and long-term sustainability. Wealthier Nigerians must focus on genuine social investment, creating opportunities, supporting education, and building institutions that outlast personal interest or individual generosity, rather than charity or wasteful spending or fueling crimes. Social responsibility must become a social norm.

One laughable misconception people harbour about independence, which must be clarified, is that it is not simply freedom from colonial rule; it is the presence of civic responsibility. It must be understood that poverty persists not only because of policy gaps but because of harmful norms, cultural practices, and neglected duties. Anyone can argue this, but the truth is that there will always be a replay of this menace kicked against because every child denied education, every early marriage, every act of corruption reinforces the cycle.

Breaking this repeating problem, known as poverty, takes several coordinated strategies working together, not just one solution. There must be an understanding that the issues are complex and interconnected; they must be addressed from different angles at the same time. For these reasons, the government must provide stable policies, infrastructure, and social protection and the citizens, in like manner, must reform behaviours that perpetuate poverty. The same must be said of the families that must prioritize education, and also the communities must reward civic engagement and innovation. Religious and cultural leaders must promote responsibility alongside faith because these are critical platforms that have the attention of the greater number of people. The policymakers at this juncture must ensure that policies not only deliver relief but also incentivize behaviours that support sustainable development.

Without too much argument, it is glaring that Nigeria’s potential is evident in states and communities that have embraced education, civic virtue, and social reform. Judging by the developments in different states, one will conclude that Lagos demonstrates how engagement and accountability improve outcomes, while Enugu shows that investing in children yields long-term dividends. Conversely, regions where harmful norms persist remain trapped, regardless of federal spending.

Without much ado, all Nigerian stakeholders must come to the terms that Nigeria’s poverty challenge cannot be reduced to government failure alone. It is a collective problem rooted in culture, norms, and personal choices because sustainable development demands both accountable leadership and responsible citizenship. The fact remains that poverty will remain an enduring shadow, irrespective of the repeated threats of “naked protests,” but until Nigerians fully embrace their role as architects, not just beneficiaries of national progress. True independence begins when citizens accept that the future of the nation rests as much in their daily choices as in public policy.

Blaise, a journalist and PR professional, writes from Lagos and can be reached via: [email protected]


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