Shared Media
Content distributed through social platforms where brands and audiences share, comment, and engage collaboratively.
Definition
Shared media encompasses content distributed through social media platforms where both brands and audiences participate in sharing, commenting, and engaging. This includes social media posts, user-generated content, viral campaigns, community discussions, and any content that spreads through audience participation.
Unlike owned media (fully brand-controlled) or earned media (third-party coverage), shared media exists in a collaborative space where brands initiate content but audiences determine its reach and impact through engagement.
Why It Matters
Shared media is the amplification engine of modern communications. When audiences share brand content, it gains credibility and extends reach far beyond what paid or owned channels alone can achieve.
For PR and marketing professionals, understanding shared media dynamics is essential. A single viral moment can generate more visibility than months of traditional outreach. Building shareable content and engaged communities creates sustainable competitive advantages.
Examples in Practice
An artist releases a snippet on TikTok with a dance challenge hashtag. Fans create their own videos using the sound, generating millions of organic impressions through shared participation.
A brand's customer service interaction goes viral on Twitter when handled exceptionally well, with thousands sharing and commenting on the positive experience.
A PR campaign encourages customers to share their stories using a branded hashtag, creating authentic testimonials that spread through social networks.