When Australian influencer and podcaster Matt Hey unveiled his Christmas Tree on TikTok, he was confident that it would capture people’s attention. More than 40 Labubu dolls were extravagantly hung from the tree, in place of traditional baubles and tinsel. Here’s what these viral luggage accoutrement tell us about modern communications according to Dan Young, group MD – consumer PR, social & influence at Ogilvy PR.
The initial video sparked millions of views and widespread commentary online. Mainstream media and lifestyle publications quickly ran with the story, interviewing Hey and fuelling the online debate. The initial coverage triggered further media analysis focusing on issues like personal choice, holiday timing, and internet trends. As the tree trended, coverage in local and international media included interviews, feature stories and references in broader discussions about Millennial spending, festive consumer behaviour and collectibles in Australia.
@alright.hey and y’all thought the theme was gonna be red and green 🙄 #labubu #christmas #christmastreeinspo #labubuchristmas ♬ original sound – Alright Hey
This story is reflective of a new earned media reality, and it reflects a huge opportunity for brands that want to maximise their investment in consumer communications.
The evolution of the traditional earned media landscape
The earned media landscape has evolved into a media ecosystem where a creator video can drive ABC coverage, feedback on a brand’s social content can become a Daily Mail headline, and a Reddit thread can inspire mainstream news stories. The separation between media channels exists only in agency pitch decks. The most effective earned campaigns are orchestrated across all touchpoints.
Once pre-eminent, media releases are now just one tool that can mark the beginning of the news cycle. In this environment, traditional media, social channels and creator content can co-exist fuelling each other in an escalating loop of reach and engagement. Stories have the ability to cascade across channels, gaining momentum and diverse audiences as they move.
The numbers tell the story. According to ACMA, 46 per cent of Australians aged 18-24 identify social media as their main news source compared to 38 per cent of 25–34-year-olds. 60 per cent of Gen Z prefer user generated content to streaming services for entertainment and 50 per cent of Gen Z and Millennials feel a stronger personal connection to social media creators than to TV personalities or actors.
Facebook remains a dominant social platform for news among older Australians: 1.2 million users in the 65+ bracket used Facebook actively in 2025, mainly to access news links, group discussions, and community updates. And while traditional media remains influential among older demographics (ACMA has reported that more than half of older Australians aged 75 and over reporting reading a print newspaper in the previous week), to an increasing number of Australians, there is no meaningful distinction between an ABC article, an Inspired Unemployed video and a brand’s Instagram story. They’re all content competing for three seconds of attention and the impress of a thumb to stop the scroll. These trends highlight a shift in audience trust, as viral messages and short format video can be perceived by some demographics as more credible and unbiased than the output from media institutions and brands.
Meanwhile, traditional media outlets increasingly mine social platforms for content. News.com.au publishes articles based entirely on Reddit discussions, and journalists find story ideas from viral TikToks and Instagram posts. The Labor Party recognised this shift when it invited 13 content creators to the 2025-6 Federal Budget preview and had the PM appear on the Abbie Chatfield and The Squiz podcasts prior to the 2025 election.
The interplay between traditional media, social media and creators provides creative opportunity for brands seeking to build awareness and exert influence through earned communications. Audiences become participants in brand storytelling, rather than mere targets, and brands can achieve reach, frequency and influence that far exceeds what can be achieved via traditional earned media alone.
Activating for a social first media landscape
These developments present huge opportunities for brands, but many will need to review their current approach to earned communications and the way that specialist resources are deployed to capitalise on the opportunities presented by this new multi-faceted earned media landscape.
Brands may need to revaluate their communication frameworks, team structures, approval processes and operations to make themselves more adept at activating the types of stories that provoke strong reactions and generate social chatter, like the one sparked by Matt Hey.
Effective listening across traditional, social media and creator communities is a prerequisite for brands that want to activate effectively in this way, along with a pre-defined framework for culture first planning and reactive engagement, which balances brand with the need for agility.
The integrated future: convergence over separation
A key shift is to recognise that traditional media outlets have become one of many channels with cultural influence. Traditional media remains important but rather than lead the media agenda it has become one of many participants in it. Journalists are now sourcing some stories from viral posts and from trending influencer content. They source consumer reaction to new products and corporate stories from social comment feeds and online communities, giving everyday Australians a prominent voice, perhaps becoming even more trusted than a corporate spokesperson or expert commentator.
The convergence of earned and owned media channels isn’t theoretical – it’s happening now. The question isn’t whether to integrate traditional media, social and creator strategies – it’s whether you’ll do it before your competitors do.
