Let’s Talk About #Sponsored

Unless you refuse to download Instagram, you’ve probably stumbled on #ad or #sponsored in someone’s caption before. And if you’re like most people, you’ve also at some point, rolled your eyes at it and refused to ‘like’ the image. In the current age of digital media, it’s impossible to not come across sponsored Instagram posts and perhaps even be bombarded by it. And the suspicion that some of it isn’t authentic? Yup, I get where you’re coming from. Which is why I wanted to talk about sponsored posts today. First things first, the basics:

What is a sponsored post?

A sponsored post is when a content creator partners with a brand to tell their audience about a new product or campaign launch. In exchange, the content creator is paid a fee. There are 2 ways a partnership happens:

1. The brand reaches out to the content creator.
2. The content creator pitches the brand because they think it’s a great fit.

The fee the content creator charges is dependent on the following factors:

• Engagement with audience (the number of likes, comments, etc)
• Number of followers on Instagram or blog metrics
• Quality of content

Finally, payment terms are agreed upon based on the brand’s budget and the content creator’s rate. When it comes to the sponsored post, the brand may have specific expectations for deliverables – date, messaging, style of image, etc.

Ugh, but ‘influencers’ only post about sponsored content because they’re being paid for it

Right, so now that we have the basics down, let’s talk about that ^. If you’ve rolled your eyes seeing yet another #sponsored post, I don’t blame you. If you’ve trusted a content creator’s product recommendation and bought into it, only to have been disappointed, I don’t blame you either. And if you feel suspicious about content creators losing their authenticity because they take on brand partnerships, and wonder whether they actually use the product, I do not blame you.

You know what, nowadays, everyone and their uncle wants to be an ‘influencer’. People think it’s glamorous and easy, and so many people get into this industry with the wrong intentions: to make money fast.

But allow me to share a different perspective. Think about your favourite creator out there, how do you think they’re able to pour their heart and soul into their art? Not the creator that’s full of shit and makes you want to delete Instagram altogether (we all know a few of those). I’m talking the people who you trust. Well, fact of the matter is, sponsored posts are their stream of income. And if you trust them for everything else, why dismiss their work when it’s sponsored?

Content creators who’ve built a strong community value their credibility. Which means they wouldn’t share something they don’t truly believe in. A lot of partnerships I have developed organically, after I paid for those products for years. Examples? YSL Beauty, RX Bar, L’Oreal, and Organic Traditions, to name a few.

Where Instagram comes in

Secondly, did you know that Instagram limits reach for sponsored posts? Basically Instagram wants creators to pay to boost their post, so everytime we #ad or #sponsored, Instagram shows our post to way less people. So the next time you see an image that you like for a product that you may be interested in, don’t dismiss it just because it’s sponsored. Know that the creator at hand probably put in a lot of work into showcasing the product beautifully.

Look, I’m not saying interact with an image JUST because it’s sponsored, that’s insane. If you hate a picture and/or are completely uninterested in the product, absolutely don’t engage with it. All I’m saying is don’t dismiss an image just because it’s sponsored. Does that make sense?

How do you guys feel about sponsored posts?

PS – if you liked this post, check out my tips for the best sleep ever and 5 steps to launching a blog.