Definition:
A sponsored post is a publication created or distributed in exchange for money, products, services or another benefit in order to promote a brand, product, service or initiative. It may appear on a blog, digital publication, social network, newsletter or another editorial channel.
The content may be written by the publisher, brand or creator, but the commercial relationship must be clearly identified. The label used and its placement depend on the channel and applicable rules, and they should allow the audience to recognise the advertising nature before or when they begin consuming the publication.
Table of contents
The sponsored post strategy
A strategy begins by defining the objective, audience, message, channels, budget and metrics for the campaign. The choice of publisher or creator should consider subject relevance, the actual audience, credibility, editorial quality and brand safety, rather than relying only on follower counts or claimed traffic.
The agreement should specify the benefit, responsibilities, dates, approval process, usage rights, publication period and form of advertising disclosure. It is also useful to establish which data will be shared and how reach, engagement, visits, registrations, sales or other outcomes will be measured.
When a post contains links resulting from a commercial relationship, they should be qualified in accordance with search engine guidelines, normally with the rel=sponsored attribute. Buying publications to pass link authority may be considered manipulative; a sponsored collaboration does not guarantee improved SEO.
Advantages of sponsored posts
A well-selected collaboration can provide different benefits for each party, although the outcome depends on fit, execution and measurement:
- Access to an audience: The brand can present its proposition to a community already gathered around a subject or creator.
- Editorial context: The product or service can be explained in greater depth than in short advertising formats.
- Content production: The agreement can generate text, images or videos that may be reused when usage rights permit it.
- Income for the publisher or creator: The benefit compensates for access to the audience and the work involved in production and publication.
- Longevity: Some publications remain accessible after the campaign, although their reach and the currency of their information may decline.
These advantages do not by themselves imply virality, sales or a positive reputation. Audiences may reject a collaboration that lacks relevance or transparency, and a permanent publication needs review if the product, price or conditions change.
Sponsored post platforms
Specialist platforms connect advertisers with publishers, website owners and creators. They may facilitate discovery, contracting, payment, delivery and tracking. Historical examples in this market include:
- Coobis: A marketplace for commissioning content and distribution through digital publications and social channels.
- Publisuites: A platform for campaigns with publishers, writers and creators, together with other content services.
- SocialPubli: A platform focused on campaigns between brands and social media creators.
A collaboration can also be agreed directly with a publisher or influencer. In either case, the audience, publication policy, commercial disclosure, content rights and measurement method should be reviewed.