The Final Information to Sponsored Content material


Creating your individual branded movies, blogs, or podcasts can require a number of bandwidth. 

For those who’ve all the time wished to experiment with this strategy, however haven’t had the time or assets to provide your individual campaigns, sponsoring content material from different firms or influencers could be the correct technique for you.

Click here to take inspiration from the best marketing and ad campaigns we've  ever seen.

As soon as relegated to print publications, sponsored content material is prospering within the on-line advertising and marketing house. We’ll clarify what sponsored content material is, give finest practices, and supply ideas for staying inside federal promoting tips.

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This kind of content material is most partaking whenever you sponsor an organization or influencer who targets your core viewers and already discusses subjects that align together with your model. When that is carried out proper, any point out of your model seems like a pure match relatively than an invasive commercial.

As a substitute of pondering they simply noticed an commercial, audiences ought to come away from sponsored content material feeling like they’ve discovered one thing attention-grabbing. This makes your model look extra credible, memorable, and — most significantly — reliable. 

On the subject of branded or sponsored content material, belief is a significant component that engages potential clients. In truth, when entrepreneurs sponsor content material from a trusted writer, they see a 50% higher brand lift than marketers who make their own content

As branded and sponsored content material positive factors steam, analysis continues to indicate that advertising and marketing your product with high quality content material might be extremely efficient. In truth, content material advertising and marketing will get three times more leads than paid search promoting.

Find out how to Distinguish Sponsored Content material

Though sponsored content material is partaking and efficient, it nonetheless often will get confused with extra conventional native advertisements.

Native promoting is when a model creates editorial content material that facilities round their product. Then, they could pay an internet site or writer to share it in a method that naturally flows inside a listing of content material on their homepage. 

Right here’s an instance of a local advert that appeared on Huffington Put up’s homepage. Other than the commercial attribution underneath the headline, the publish about senior entitlements is designed to indicate up on the web page identical to a daily information story. 

Native ad offers 12 senior discountsOnce you click on it anticipating a daily publish, you’re despatched to a branded article that purely highlights companies and reductions from Cash Nation.

Full page native advertisement offering senior discounts

Whilst you may need to contemplate a local advert that goes on to a product web page for speedy gross sales or visitors functions, main readers down a conversion path too quickly may flip off audiences.

Since folks might scroll previous or tune out once they see content material that’s clearly created by an advertiser, a bit of sponsored content material created by a trusted supply could be a stronger different.

When you’re prepared to begin sponsoring content material, it will probably nonetheless be troublesome to provide you with a listing of content material concepts or establish manufacturers that you may sponsor. To assist encourage you, listed below are a number of nice examples.

Sponsored Content material Examples

Sponsored Picture or Video Content material

Most shoppers want to see videos from brands, so it’s no shock that video and photograph content material are gaining consideration from sponsors. Listed here are three nice examples of video and photograph posts: 

Good ‘n’ Enjoyable

Canine deal with model Good ‘n’ Enjoyable used some actual canine followers to get the phrase out about its chews and supply some social proof. The photograph exhibits two completely satisfied pups excitedly staring a 3 luggage of the model’s treats. 

sponsored content: goodnfun promoImage Source

The lovable pups belong to digital creator Dulce Randall who created the sponsored publish for the model. The sponsored publish match completely in along with her content material which follows her cute Husky and Corgi on totally different adventures. 

Michelob Extremely

Michelob sponsored a Tastemade recipe video which used the beer as an ingredient in a shrimp ceviche tostada dish. The video exhibits how the beer is used as a flavoring ingredient and lists its title within the video caption. 



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Break out the grill for this exotic twist on a shrimp ceviche tostada, which isn’t complete without a refreshing Michelob ULTRA Infusions Lime and Prickly Pear Cactus. #Sponsored by @MichelobULTRA #InfuseYourSummer⁠ ⁠ INGREDIENTS:⁠ 1/2 cup olive oil⁠ 1/4 cup chopped fresh cilantro⁠ Zest and juice of 2 limes⁠ 2 teaspoons hot pepper sauce⁠ 2 cloves garlic, grated⁠ 1 tablespoon tomato paste⁠ 1 teaspoon kosher salt⁠ 1/2 teaspoon ground black pepper⁠ 1 pound medium (21 to 26) shrimp, deveined and tails removed⁠ ⁠ CEVICHE:⁠ 1 cup Roma tomatoes, small dice⁠ 1/2 cup dragonfruit, small dice⁠ 1/2 cup fresh mango, small diced⁠ 1/2 cup red onion, small diced⁠ 1/3 cup cilantro leaves, chopped⁠ 1 small Serrano, finely chopped⁠ 1/4 cup fresh lime juice⁠ 1/4 cup mango juice⁠ 2 tablespoons olive oil⁠ 1 teaspoon tomato paste⁠ 1 teaspoon Worcestershire sauce⁠ 1 teaspoon kosher salt⁠ ⁠ GUACAMOLE:⁠ 2 large, ripe avocados, cut in half and pitted⁠ 1 lime, sliced in half⁠ 1 small red onion, cut into 1/2-inch rings⁠ 4 cloves garlic, peeled⁠ 1 small jalapeño, sliced in half and seeded⁠ 3 tablespoons olive oil⁠ 2 teaspoons sea salt⁠ 1 teaspoon ground black pepper⁠ 1/2 cup cilantro leaves, chopped⁠ Tostadas⁠ Lime wedges⁠ ⁠ Steps continued in the comments below.⁠ ⁠

A publish shared by Tastemade (@tastemade) on

On this instance, Michelob was in a position to sponsor related content material and get a pure product plug with out altering Tastemade’s video recipe model. 

One other wonderful thing about this content material is that it doesn’t simply cater to beer drinkers or Michelob-specific followers. Somebody who doesn’t drink beer usually, however needs to cook dinner this recipe as proven, may nonetheless have a cause to buy Michelob Extremely. 

Within the small enterprise world, a neighborhood restaurant may sponsor a recipe video like this created by a meals blogger to indicate off a meal they cook dinner at their restaurant. You may also see a meals or ingredient vendor comparable sponsor a recipe video the place their components are listed. 


This Instagram publish from Imbibe, a weblog that informs customers of attention-grabbing alcoholic drinks, exhibits off images of Seedip, a non-alcoholic spirit.

The caption directs audiences to the account’s bio the place they’ll discover the hyperlink to a recipe that features Seedip as an ingredient. It additionally describes the drink and makes use of hashtags like #sponsored to sign that the content material was paid for.

That is one other instance of how sponsoring content material from a model that aligns nicely with yours can create a extra pure feeling marketing campaign. 

This kind of sponsored model could be useful to different firms within the meals and beverage trade. For instance, if a neighborhood wine brewery sponsored a restaurant’s social publish which highlighted a brand new line of wines, this might assist the wine model achieve consciousness and potential purchases from the restaurant’s followers.

Sponsored Podcasts

Podcasting is rising. In truth, in 2018, we found that 17% of marketers planned to add podcasting to their technique. 

Whereas large manufacturers like GE and Microsoft have already created their very own exhibits, different entrepreneurs have centered on sponsoring podcasts that relate to their subject or have an identical audience. Sponsoring a podcast permits entrepreneurs to realize consciousness from listeners with out having to place effort and time into creating their very own content material from scratch.

Listed here are two examples:

Rise and Grind

This 10-episode podcast series was sponsored by ZipRecruiter and hosted by Shark Tank’s Daymon John. The collection ran in correlation with the launch of John’s guide, additionally titled Rise and Grind.

The content material aligned nicely with each John and ZipRecruiter because it included interviews from entrepreneurs and enterprise leaders, profession and interview ideas, and motivational recommendation. ZipRecruiter is often talked about, however the content material is especially editorial in nature.

Right here’s one of many podcast’s mini-episodes, titled “Motivational Minute: Take the Shot.”


For firms in B2B or highly-professional fields, sponsoring a podcast that options executive-level ideas and recommendation permits your viewers to see how in contact your model is with its trade.

A sponsored podcast may additionally inform new audiences with comparable pursuits about your model once they tune in to listen to an interview. 

My Brother, My Brother and Me

The My Brother, My Brother and Me podcast, often known as MBMBaM, is a comedic present that touches on information and popular culture. Once they have a sponsor, they provide you with a subject that pertains to the advertiser or use product placement methods. 

Some of the notable and excessive examples was once they hosted a “Household Enjoyable Hour” sponsored by Totinos. Throughout the episode, they gave a short historical past of Totino’s, mentioned their favourite snacks from the corporate, and performed video games that included Totino’s meals. This was thought of as a model new technique on the time and was famous on sites like Vulture.


Whereas that is an uncommon instance the place product placement takes up a lot of the present, it demonstrates how content material creators can develop one thing distinctive and nonetheless centered round a product.

Sponsored Influencer Content material

Presently, 80% of marketers report that influencer advertising and marketing is an efficient technique.  Whereas many entrepreneurs have taken half in co-marketing with influencers, some have additionally sponsored their content material.

One of many platforms the place influencer advertising and marketing thrives most is Instagram. Listed here are a number of examples of how manufacturers are sponsoring influencer content material on the platform:

NordicTrack Sponsors Ben Gravy

sponsored content example: nordic trackImage Source

In this humorous clip, semi pro surfer & vlogger Ben Gravy paperwork how utilizing a NordicTrack stationary bike has helped him get well from a browsing damage. 

The video follows Gravvy as he hilariously goes via his new exercise routine on the bike when he cannot journey the waves. The bike helps him proceed to give attention to constructing leg power and cardio as he recovers. The Instagram reel is humorous, relatable, and exhibits the product in motion.

OTOTO Sponsors Hungry Artist NY

sponsored content example: Hungry Artist NY Image Source

Kitchen product firm OTOTO made a tasty collaboration with influencer foodie Hungry Artist NY. Since Justin (AKA Hungry Artist) is thought for his drool-inducing meals content material, OTOTO was in a position to work it is merchandise seamlessly right into a recipe for garlic scallion noodles with steak. 

On this case the featured product was a pair of OTOTO’s tongs used to flip the garlic bread and deal with the recent cookie sheet to maintain Justin from burning himself. It wasn’t pressured and utilized a easy callout that did not interrupt the circulation of the video.  

CR7 Footwear Sponsors Cristiano Rinaldo

On this publish, Cristiano Rinaldo, a soccer star and the most-followed person on Instagram, shares an image of himself stress-free in CR7 Footwear. 

Cristiano is no stranger to sponsored posts and he has mastered the artwork of pure product plugs. As a result of the photograph exhibits him lounging and studying a guide, relatively than simply his footwear, followers may really feel like they’re seeing a behind-the-scenes photograph of him, relatively than a promotion.

Since Cristiano is a serious athlete and influencer who’s beneficial attire prior to now, viewers of this publish may belief and observe his shoe endorsements, even when the footwear is not athletic. 

Whereas the sponsorship of an athlete appears best for firms that promote sporting items or clothes, this placement exhibits how a serious influencer can efficiently promote quite a lot of merchandise that are not simply restricted to their trade.

Coach Sponsors Selena Gomez

Right here’s an instance the place Coach sponsored an Instagram publish from Selena Gomez, the former most-followed person on Instagram. Within the publish’s caption, she shares particulars a couple of Coach outfit she’s sporting.

It is a good instance of sponsor and promoter alignment. Coach is a high-fashion firm and Selena Gomez usually shares her outfits and ideas about trend on her social platforms. To viewers, this may really feel like her traditional posts the place she casually shares what she’s sporting. 

On a smaller scale, this sponsored content material technique could possibly be useful for ecommerce shops or boutiques who need to promote their merchandise by paying somebody with a big following to take images with them.

Lulus Sponsors Lexi Mars

Influencer Lexi Mars has revealed a number of sponsored Instagram posts for Lulus. In these posts, she places on a number of of their outfits and exhibits off different equipment from the model. 

Like different influencers on this listing, she tags Lulus in her posts. This permits her followers to go to their account, be taught extra about their model, and doubtlessly observe them. 

Within the video publish under, she tries on attire from Lulus and captions the video as “outfit concepts for commencement.”

Just like the Selena Gomez instance, this sponsorship aligns nicely with each the clothes firm and the influencer’s manufacturers.

Lexi usually posts photos of her outfits and movies with trend ideas, so this video is not going to appear uncommon or pressured to her followers. The model of clothes can also be much like the outfits she wears in different photos, so followers who keep in mind her traditional trend selections won’t be disrupted by the advert. 

As a result of Lexi additionally highlights that these are commencement outfits, she may interact members of her following who’re graduating, as folks looking Instagram for commencement gown inspiration.

This kind of influencer technique could be useful to boutiques, bodily shops, or ecommerce outlets that need to promote their seasonal or event-related clothes.

Tractor Provide Sponsors A Canine Named Stella

On this sponsored publish from @ADogNamedStella, Stella’s proprietor movies her exploring s Tractor Supply retailer along with her household. Within the video, the canine and kids play with toys and gadgets on the cabinets and there are ample photographs taken across the retailer. The video additionally exhibits pleasant employees taking part in with the canine.

Though there are some detailed photographs of the shop, this video remains to be centered on telling the canine’s story, which makes the content material a bit extra attention-grabbing than a generic advertising and marketing video.

By sponsoring the content material of a preferred canine influencer, who has over 284,000 followers, Tractor Provide could be spreading consciousness about its merchandise to canine house owners and canine lovers that may not know they promote gadgets apart from landscaping provides. 

Not like many sponsored items, which regularly spotlight on-line companies on merchandise, this content material additionally creatively exhibits off a bodily enterprise. Sponsored content material like this could possibly be an efficient option to exhibit merchandise in a small or native store that doesn’t provide an internet retailer simply but. 

Sponsored Articles

Sponsored articles have been round for years. Whereas they had been widespread in print publications, they’ve simply made the leap to blogs and on-line information websites. 

In response to a research by Neilsen and Mode Media, shoppers spend 2.5 minutes studying a sponsored article. That’s roughly the identical period of time that they spend studying an ordinary editorial piece.

Right here’s one instance of sponsored article content material from Huffington Post.

Sleep Quantity

In a bit sponsored by the Sleep Number mattress firm, Huffington Put up readers are provided a quiz and a slideshow on the science of sleep.

Sponsored content from Sleep Number discussing Sleep

Not like the native advert from Huffington Put up that was proven above, this piece has the identical design as all the opposite editorial posts on the web site. It additionally has editorial newspegs and credibly sourced info together with a reality from the CDC.

Within the meat of the publish, there is just one point out of Sleep Quantity. Additionally they embody sponsorship language on the finish relatively than within the center or at the start. This makes the publish really feel extra editorial and fewer like an advert. 

This instance looks like it will be of worth to audiences who need to be taught extra concerning the science of sleep.

The quiz and scientific details additionally make it really feel extra partaking and credible. A person who reads this or takes the quiz may suppose that Sleep Quantity is a go-to mattress firm as a result of they’ve been affiliated with editorial content material about sleep.

Sponsoring editorial content material like this could possibly be technique for companies with an viewers base that has pursuits in studying information or blogs on-line. 

For instance, a fitness center may sponsor a bit on health ideas for the aged within the well being part of their native newspaper. With a bit like that, audiences who go to the newspaper web site or choose up the bodily paper may be taught extra about why staying match is necessary and resolve to hitch the fitness center.

FTC Sponsored Content material

Though sponsored content material could be extra helpful to a buyer than a standard advert, it is nonetheless legally thought of a type of promoting and is topic to particular tips. You’ll nonetheless must observe the Federal Trade Commission’s online advertising and marketing guidelines.

On social media platforms, acknowledging that content material is sponsored can get tough. In 2017, the FTC sent more than 90 letters and published an online announcement reminding influencers and types to obviously state once they have a “materials connection” to a model.

Because of this an organization or influencer should disclose when one other firm has given them a cost or one other useful resource in return for publishing an endorsement or sponsored content material

To keep away from any regulatory points, many influencers and types now use a hashtag corresponding to #advert or #sponsored on social platforms if there isn’t any different option to clearly disclose a sponsorship in a publish. Hashtagging appears to be a go-to on Instagram, which at the moment has over 2.5 million posts marked with “#sponsored.”

Whilst you ought to take time to learn up on all of the FTC necessities that would impression your campaigns, listed below are the largest tips to bear in mind when posting or publishing sponsored content material:

  • Be sure the content material is freed from any misleading claims or lies. For instance, a complement firm shouldn’t say their nutritional vitamins treatment a illness once they haven’t confirmed to take action.
  • Even if you’re posting on social media, clearly disclose when content is sponsored and who the sponsor is. With this disclosure, audiences will know that some features of the content material had been paid for.
  • In case your content material is in your web site or your sponsor’s, ensure the font of the disclosure is legible. The textual content and shade ought to be straightforward to see and ideally totally different from the physique copy’s model. A notice that content material is an commercial, sponsored, promoted or introduced by an organization should appear in the post itself in addition to close to the headline if a CTA for it’s featured on a homepage. 

Disclaimer: We’re not attorneys, and the above should not be taken as authorized recommendation. Seek the advice of a authorized skilled.

Ideas for Creating Sponsored Content material

When working with a sponsor to create attention-grabbing and compelling content material, listed below are a number of ideas to bear in mind:


Sponsored content material can will let you attain new audiences and achieve helpful belief from potential clients. However, not like native advertisements, you don’t must sacrifice your group’s bandwidth to create it. 

As you begin in search of somebody to sponsor, hold an eye fixed out for folks or manufacturers that align together with your mission and really feel like a pure match. 

For those who’re excited by the thought of branded content material, however aren’t involved in working with a sponsor, try these engaging examples of native promoting.

Editor’s notice: This text was initially revealed in July 2019 and has been up to date for comprehensiveness. 
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