Sponsored content is premium content that a sponsor pays a publisher to create and distribute. It’s a type of native advertising that is consistent with the surrounding content on a webpage.
In other words, sponsored content is an ad that looks like it’s supposed to be there – it feels like a natural fit for a platform, instead of an invasive advertisement.
Why is sponsored content a popular form of marketing?
- Sponsored content makes your brand feel credible and trustworthy by placing it alongside other things that the viewer enjoys.
- Sponsored content adds to the user experience instead of disrupting it.
- Building on the previous – paid media is often interruptive. Sponsored content is one of the few ways to pay for exposure without interrupting people
- Sponsored content isn’t restricted to 1 format or type of media. Sponsored content is mutually beneficial – a content creator (with an audience) gets funding and a product creator (who needs an audience to get customers) gets an audience. At its core, sponsored content is simple: Two brands form a sponsored content partnership – the advertiser pays for the content, and another brand, social media influencer, or publisher shares it.