Sponsored post
What is a sponsored post?
A sponsored post is a piece of content a creator publishes in exchange for payment, free product or another benefit from a brand. It can be a dedicated video, a short mention, a story, a carousel or a pinned comment.
In most countries a sponsored post must be clearly labelled as advertising, for example with the platform’s paid partnership label or a plain "ad" at the start. See FTC disclosure.
Why a sponsored post matters
Sponsored posts are the most common influencer deal. Clear briefs and honest disclosure keep them effective: audiences accept ads from creators they trust, but hidden ads damage both the creator and the brand.
Related marketing terms
A paid partnership is a platform’s built-in label for sponsored content, showing viewers that a creator was paid or rewarded by the named brand.
FTC disclosureWhite hat
FTC disclosure is the US rule that creators must clearly say when they have a paid or material connection with a brand they promote.
An influencer brief tells a creator what a sponsored piece should achieve: key messages, deliverables, dates, dos and don’ts and disclosure.
CPM, cost per mille, is what you pay for every thousand impressions or views. It lets you compare the price of creators and ad channels.
Influencer whitelisting lets a brand run paid ads through a creator’s account, so ads show the creator’s name and content to new audiences.