My latest post at Adweek uses a couple recent examples of social media movie marketing as an excuse to opine on the growing trend of using earned media in paid social ads.

A24’s promoted Twitter post for The Disaster Artist links to a Variety cover story on Franco discussing the film as well as his career to date; Lady Bird’s promoted ad links to a Glamour interview with star Saoirse Ronan about he importance of stories in Hollywood for—and created by—women.

Using earned media coverage in paid ad campaigns has grown in popularity over the last few years—and there are a handful of realities driving its usage of which brands need to be aware.