According to a Nielsen survey, 92% of consumers trust recommendations from friends, family, and independent influencers more than paid advertisements. This data highlights a shift in purchasing behavior, where spontaneous mentions are becoming more effective than traditional advertising in generating credibility and influencing consumer decisions.
For Beatriz Ambrosio, CEO and founder of Mention , the first public relations startup in Latin America, this trend reinforces the importance of so-called earned media . The term refers to all types of visibility gained without direct investment in advertising, such as press reports, consumer reviews, mentions by independent influencers, and organic user posts.
According to the expert, “We are living in the age of authenticity. Influence goes beyond social media. When a media outlet or a satisfied customer talks about a brand without sponsorship, that validation has a much greater impact than any advertising. It's credibility that translates into reputation and then into sales,” she says.
Other research confirms this trend. According to HubSpot, 75% of consumers distrust advertising. McKinsey points out that word-of-mouth marketing influences between 20% and 50% of purchasing decisions, being more effective than paid advertising. Among young people, 63% consider digital influencers a reliable source of recommendations.
In practice, this means that companies that invest in public relations strategies and earning earned media not only expand their reputation but also their sales. "Earned media creates a virtuous cycle: visibility generates trust, trust strengthens reputation, and reputation attracts new customers. It's a positive spiral that reduces acquisition costs and sustains growth," adds Ambrosio .
It is in this context that Mention , serving clients such as Insider, the NGO World Vision, and Altside, offering a technological platform to develop reputation strategies, media relations, and content production. With agile and data-driven operations, the startup democratizes access to earned media, previously restricted to large corporations, helping brands gain visibility in relevant media outlets, consolidate market authority, and generate business through organic influence.
