Embracing Earned Media in an Ever-Changing Landscape 

Taryn Lewis, a beauty and lifestyle creator whose artful transitions and playful content style have found her fame online, says that earned media is far more common for influencers; a fact they are not entirely pleased with. Many creators experience a shift in their opinion towards earned media over their careers. Lewis believes this has to do with maturity. “Beginners often welcome gifting opportunities as they’re eager to build their portfolio and establish relationships with brands. However, as creators become more established, like myself, we tend to be more discerning about our partnerships.” — SOCIALLY POWERFUL | May 2025