Third Wave Fashion // JANUARY 2014 // THE CONTENT + COMMERCE ISSUE | Page 11

what’s the

WORD
“

?

SPONSORED POST ”

A sponsored post is, at it's most simple, paid content. In it's
more common usage, it's when an advertiser pays for a
piece of content for a publication that fits into the editorial
strategy of the title, but also serves the advertiser’s needs.

Also called a promoted post, the idea has
been in circulation since roughly 2010.
Before then, however, the lines between
advertiser and publisher were often blurred
in print publications as well (they were
often called advertorials).
A sponsored post is called out as such in
some way, the obviousness of the
transparency often depending on the
ethical credibility of the publication.
Sponsored posts are generally shown in the
main editorial sections, and not in
advertising spaces. They are typically
expected not to be selling something, but to
be adding editorial value of some kind with
their content–in fact, the content itself
should be considered the most important
part of the post.
Posts are generally written by the
advertiser or someone hired by them, but
can also be written by the publication’s
staff or a hired writer. Bloggers often give
sponsored reviews, where they review a
product in exchange for the gift of that
product and possibly other compensation as
well. Government agencies are beginning to
offer guidelines about disclosure of
sponsored posts, such as the FTC in the US
and the IAB in the UK.
Some people believe that sponsored posts
are a panacea of sorts, generating revenue
where ads have dropped off. Others believe
that they compromise the editorial integrity
of a website. Regardless, sponsored posts
are becoming even more common–and well
written, fully disclosed, sharable content is
what’s faring best.
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