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

sponsored content creation

In case you’ve all the time wished to experiment with this strategy, however haven’t had the time or assets to supply your individual campaigns, sponsoring content material from different firms or influencers is likely to be the fitting 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 flourishing within the on-line advertising and marketing area. We’ll clarify what sponsored content material is, give finest practices, and supply suggestions for staying inside federal promoting pointers.

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The sort of content material is most participating if you sponsor an organization or influencer who targets your core viewers and already discusses subjects that align together with your model. When that is finished proper, any point out of your model looks like a pure match quite than an invasive commercial.

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

Relating to branded or sponsored content material, belief is a significant component that engages potential clients. The truth is, 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 point out that advertising and marketing your product with high quality content material could be extremely efficient. The truth is, content material advertising and marketing will get three times more leads than paid search promoting.

The best way to Distinguish Sponsored Content material

Though sponsored content material is participating and efficient, it nonetheless sometimes will get confused with extra conventional native adverts.

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 an inventory of content material on their homepage. 

Right here’s an instance of a local advert that appeared on Huffington Publish’s homepage. Except for the commercial attribution beneath the headline, the put up about senior entitlements is designed to point out up on the web page identical to a daily information story. 

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

Full page native advertisement offering senior discounts

When you would possibly wish to take into account a local advert that goes on to a product web page for speedy gross sales or site visitors functions, main readers down a conversion path too quickly may flip off audiences.

Since folks could scroll previous or tune out after they see content material that’s clearly created by an advertiser, a chunk of sponsored content material created by a trusted supply is likely to be a stronger different.

When you’re prepared to start out sponsoring content material, it may well nonetheless be troublesome to give you an inventory of content material concepts or determine manufacturers that you would sponsor. To assist encourage you, listed below are a number of nice examples.

Sponsored Content material Examples

Sponsored Photograph or Video Content material

Most shoppers want to see videos from brands, so it’s no shock that video and picture content material are gaining consideration from sponsors. Listed here are three nice examples of video and picture 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 picture exhibits two pleased pups excitedly staring a 3 baggage of the model’s treats. 

sponsored content: goodnfun promoImage Source

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

One other beauty of this content material is that it doesn’t simply cater to beer drinkers or Michelob-specific followers. Somebody who doesn’t drink beer recurrently, however desires to cook dinner this recipe as proven, would possibly nonetheless have a motive to buy Michelob Extremely. 

Within the small enterprise world, a neighborhood restaurant would possibly sponsor a recipe video like this created by a meals blogger to point out off a meal they cook dinner at their restaurant. You may additionally see a meals or ingredient vendor related sponsor a recipe video the place their elements are listed. 


This Instagram put up from Imbibe, a weblog that informs customers of fascinating alcoholic drinks, exhibits off images of Seedip, a non-alcoholic spirit.

The caption directs audiences to the account’s bio the place they will 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 properly with yours can create a extra pure feeling marketing campaign. 

The sort of sponsored fashion is likely to be useful to different firms within the meals and beverage trade. For instance, if a neighborhood wine brewery sponsored a restaurant’s social put up which highlighted a brand new line of wines, this might assist the wine model acquire consciousness and potential purchases from the restaurant’s followers.

Sponsored Podcasts

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

Whereas massive manufacturers like GE and Microsoft have already created their very own exhibits, different entrepreneurs have centered on sponsoring podcasts that relate to their discipline or have an analogous target market. 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 sequence ran in correlation with the launch of John’s e book, additionally titled Rise and Grind.

The content material aligned properly with each John and ZipRecruiter because it included interviews from entrepreneurs and enterprise leaders, profession and interview suggestions, and motivational recommendation. ZipRecruiter is sometimes 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 suggestions 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 related pursuits about your model after they tune in to listen to an interview. 

My Brother, My Brother and Me

The My Brother, My Brother and Me podcast, also called MBMBaM, is a comedic present that touches on information and popular culture. After they have a sponsor, they give you a subject that pertains to the advertiser or use product placement methods. 

One of the vital notable and excessive examples was after they hosted a “Household Enjoyable Hour” sponsored by Totinos. Through 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 many 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 by way of his new exercise routine on the bike when he cannot experience the waves. The bike helps him proceed to deal with constructing leg energy 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 circulate of the video.  

CR7 Footwear Sponsors Cristiano Rinaldo

On this put up, Cristiano Rinaldo, a soccer star and the most-followed person on Instagram, shares an image of himself enjoyable 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 picture exhibits him lounging and studying a e book, quite than simply his sneakers, followers would possibly really feel like they’re seeing a behind-the-scenes picture of him, quite than a promotion.

Since Cristiano is a serious athlete and influencer who’s beneficial attire up to now, viewers of this put up would possibly belief and comply with his shoe endorsements, even when the footwear is not athletic. 

Whereas the sponsorship of an athlete appears ultimate for firms that promote sporting items or clothes, this placement exhibits how a serious influencer can efficiently promote 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 put up from Selena Gomez, the former most-followed person on Instagram. Within the put up’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 recurrently shares her outfits and ideas about style on her social platforms. To viewers, this would possibly really feel like her ordinary posts the place she casually shares what she’s sporting. 

On a smaller scale, this sponsored content material technique may very well be useful for ecommerce shops or boutiques who wish 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 allows her followers to go to their account, study extra about their model, and doubtlessly comply with them. 

Within the video put up 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 properly with each the clothes firm and the influencer’s manufacturers.

Lexi recurrently posts footage of her outfits and movies with style suggestions, so this video won’t appear uncommon or pressured to her followers. The fashion of clothes can be much like the outfits she wears in different footage, so followers who keep in mind her ordinary style selections won’t be disrupted by the advert. 

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

The sort of influencer technique is likely to be useful to boutiques, bodily shops, or ecommerce retailers that wish to promote their seasonal or event-related clothes.

Tractor Provide Sponsors A Canine Named Stella

On this sponsored put up from @ADogNamedStella, Stella’s proprietor movies her exploring s Tractor Supply retailer along with her household. Within the video, the canine and youngsters play with toys and objects on the cabinets and there are ample pictures taken across the retailer. The video additionally exhibits pleasant employees enjoying with the canine.

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

By sponsoring the content material of a well-liked canine influencer, who has over 284,000 followers, Tractor Provide is likely to be spreading consciousness about its merchandise to canine homeowners and canine lovers which may not know they promote objects aside from landscaping provides. 

In contrast to many sponsored items, which regularly spotlight on-line providers on merchandise, this content material additionally creatively exhibits off a bodily enterprise. Sponsored content material like this may very well be an efficient strategy to showcase merchandise in a small or native store that doesn’t supply a web based retailer simply but. 

Sponsored Articles

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

In line with 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 a typical editorial piece.

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

Sleep Quantity

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

Sponsored content from Sleep Number discussing Sleep

In contrast to the native advert from Huffington Publish 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 data together with a reality from the CDC.

Within the meat of the put up, there is just one point out of Sleep Quantity. Additionally they embrace sponsorship language on the finish quite than within the center or firstly. This makes the put up really feel extra editorial and fewer like an advert. 

This instance looks as if it could be of worth to audiences who wish to study extra concerning the science of sleep.

The quiz and scientific details additionally make it really feel extra participating and credible. A person who reads this or takes the quiz would possibly assume 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 may very well be an excellent technique for companies with an viewers base that has pursuits in studying information or blogs on-line. 

For instance, a gymnasium would possibly sponsor a chunk on health suggestions for the aged within the well being part of their native newspaper. With a chunk like that, audiences who go to the newspaper web site or decide up the bodily paper would possibly study extra about why staying match is necessary and resolve to affix the gymnasium.

FTC Sponsored Content material

Though sponsored content material is likely to be extra helpful to a buyer than a conventional advert, it is nonetheless legally thought of a type of promoting and is topic to particular pointers. You’ll nonetheless must comply with 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 after 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 fee 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 similar to #advert or #sponsored on social platforms if there isn’t any different strategy to clearly disclose a sponsorship in a put up. Hashtagging appears to be a go-to on Instagram, which at present has over 2.5 million posts marked with “#sponsored.”

When you ought to take time to learn up on all of the FTC necessities that might influence your campaigns, listed below are the most important pointers to bear in mind when posting or publishing sponsored content material:

  • Be certain that the content material is freed from any misleading claims or lies. For instance, a complement firm shouldn’t say their nutritional vitamins remedy a illness after they haven’t confirmed to take action.
  • Even in case you are posting on social media, clearly disclose when content is sponsored and who the sponsor is. With this disclosure, audiences will know that some facets of the content material had been paid for.
  • In case your content material is in your web site or your sponsor’s, be certain the font of the disclosure is legible. The textual content and colour ought to be simple to see and ideally completely different from the physique copy’s fashion. A notice that content material is an commercial, sponsored, promoted or offered 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 fascinating and compelling content material, listed below are a number of suggestions to bear in mind:

  • Purpose to sponsor content material that pulls and delights your viewers. If it’s pleasant, they’ll proceed to eat it and doubtlessly click on in your hyperlinks.
  • When in search of the content material creator, select an organization, influencer, or writer with an analogous viewers or mission. If folks see an endorsement or sponsored put up from an entity they belief, they’ll be extra conscious of a product and extra doubtless to purchase it. This will even make any plugs or product mentions really feel much less like an advert.
  • Work with the sponsor to choose a subject that aligns together with your objectives and your viewers’s pursuits. For instance, if you happen to’re a make-up firm, sponsoring an influencer’s tutorial that highlights your merchandise is likely to be useful.
  • Deal with creating participating content material first and product plugs second. In case you’re content material feels prefer it’s solely promoting a product, folks would possibly tune out.
  • Sponsor content material that goes past weblog formatting. You’ll want to take into account movies, images, and podcasts. These three areas are gaining increasingly curiosity from entrepreneurs and shoppers alike.


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

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

In case you’re excited by the thought of branded content material, however aren’t all in favour of 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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