Earned media is often viewed as more credible than paid media because:

The reason earned media is often viewed as more credible than paid media is that it comes from independent third parties. This independence adds to the authenticity and trustworthiness of the information being disseminated. When a brand receives coverage from a journalist or an influencer who is not directly tied to the brand, it suggests that the information is an objective viewpoint rather than a paid advertisement designed to promote the brand's interests. This third-party validation can enhance the legitimacy of the brand within the eyes of consumers.

In contrast, paid media involves direct financial investment by a brand for advertising space or promotion, which might lead consumers to question the motivations behind the message. Credibility is often more robust when it appears to be organically generated rather than paid for. Thus, earned media leverages the strength of unbiased endorsement, which is why it is frequently deemed more credible.