What is sponsored content?

Sponsored content is any social media post that a brand pays for or provides products for, whether shown as an ad or posted by a creator.

Sponsored content helps brands reach new audiences through formats that feel more natural than traditional ads. When a trusted creator shares a product they genuinely like, their followers are often more open to trying it. It can also mean promoted posts that show as ads in feeds.

Most networks have rules requiring paid partnerships to be clearly labeled. Instagram, Facebook, TikTok and YouTube offer built-in paid partnership tags, and many countries have advertising rules that require disclosure. Sponsored posts from brands themselves are marked as sponsored or promoted by the network.

Always label sponsored content clearly; hiding it can damage trust and break rules. Choose partners whose audience matches yours. Give creators a brief, but let them speak in their own voice. Agree in writing on what will be posted, when and how it will be labeled.

Example

A natural candle maker sends products to a home decor creator, who posts a labeled paid partnership video showing them in her living room.