Everything You Need to Know About Sponsored Posts

Sponsored posts are any type of social media post that a brand has paid to have promoted on a platform, from ads to influencer collaborations.

What Are Sponsored Posts?

Put simply, sponsored posts refer to a type of social media post that a brand has paid to have promoted on a given platform.

Depending on the social media platform, there are generally two types of sponsored post available to brands:

• Boosted posts: Brands can pay to have their social media posts promoted above other content on the platform.
• Paid sponsorships: Brands may pay specific users (usually influencers) to make promotional posts for them.

In this post, we will be focusing on paid sponsorships – where brands partner up with digital-savvy social media influencers.

Why Sponsored Posts?

In a social media marketplace saturated with competing content, your brand needs to set itself apart from the rest. Influencers hold authority within their online communities; this gives product recommendations a more genuine feel. It’s part of the reason that 61% of consumers trust influencer recommendations.

Sponsored posts are ideal for brands seeking to:

• Get themselves on the radar of new customers
• Reach new and niche audiences
• Increase the volume and value of their orders
• Boost conversions
• Establish social proof

Numerous studies have shown the efficacy of sponsored posts in boosting customer engagement and improving purchase outcomes:

• 80% of consumers have purchased something after seeing it recommended by an influencer
• Sponsored posts have been found to generate 11x the ROI than banner ads

Examples Of Sponsored Posts

Chances are, when scrolling down your social media feeds, it won’t take you long to stumble across a sponsored post. The technique has grown in popularity across every social media platform, used effectively by brands from various industries.

Kind

Snack brand, Kind, engaged TikTok influencers to create sponsored posts to promote its Simple Crunch bars. The campaign was launched with a branded hashtag competition: #KindSimpleCrunchContest.

Capital One

Credit company Capital One sponsored surfer and travel influencer, Chris Burkard, to promote its cards in posts about his globe-trotting trips.

How to Run Sponsored Posts

The first step in running sponsored posts is selecting and engaging with the right influencers. The content creation is typically championed by the influencer, recommended to give influencers as much creative control as possible.

How To Run Sponsored Posts On Instagram

• Ensure the influencer’s account is added as a partner on ‘Approved Business Partners’.
• Use Instagram’s branded content features.

How To Run Sponsored Posts On TikTok

• Influencers must indicate that they’re posting “Branded content.” This can be done by enabling the “Branded content toggle.”

Elevating Sponsored Posts

Brands can turn their best performing influencer-generated content into ads, increasing the reach of the campaign using Instagram’s branded content tools.

What Are The Rules For Sponsored Posts?

Sponsored posts resemble organic content but must include clear disclosures that the post is sponsored. It’s essential to adhere to guidelines provided by platforms like the FTC.

• Ensure influencers include clear disclosures, such as hashtags like ‘#ad’ or ‘#sponsoredpost’.

How Much Do Sponsored Posts Cost?

The cost of sponsored posts can vary based on the influencer's follower count, engagement rate, and industry niche.

How Do I Create An Effective Sponsored Post?

• Avoid ‘advertising’: Leverage the influencer's creativity.
• Understand your objectives: Set clear goals for your sponsored post strategy.
• Choose your influencers carefully: Review influencers' past content and engagement with their audience.

Sponsored posts are a powerful tool for brands to grow and achieve their marketing goals.