More About Sponsored Posts
In 2013, when the word “influencer” became mainstream, sponsored posts started to rise. Sponsored posts are the kind of marketing effort that is done when you pay another business or an influencer to get your content published on high-traffic, high-profile websites or channels. Sponsored posts look like native content on platforms like Facebook and blend with organic content in the feed.
Depending on the social media site you’re advertising on, the post could be photos, videos, a carousel, or even simply text. Sponsored content may contain linkbacks and call to actions (CTAs) that send visitors to the brand’s website.
How do sponsored posts work? Having a simple answer to this question might be challenging. But, we can understand the basic structure of a sponsored post.
Each post has three participants:
- The Sponsor: This is the business or brand in question that funds the social media influencer for promoting its product or service.
- The Partner: The partner is the one promoting on their blog, social media accounts, and other platforms.
- The Post: Whether it’s a blog post, an article, or a shoutout in a YouTube video, the post itself acts as an asset.
It is common for businesses to seek out influencers in their respective niches and for content creators to approach brands providing their services. Following their decision to collaborate, the parties decide on the conditions of the collaboration, including the kind of content to be created, how long it will last, and the cost.
These posts usually appear in the users’ feed tagged as sponsored posts. Below is an example of a sponsored post on Instagram by the brand Pheromania.co, which sells personalized preserved roses across different countries. The post comes with a CTA that leads the user directly to the website.