Sponsored Content

Sponsored content can help you connect authentically and engage with your target audience, in the places where your customer likes to be.

Unlike traditional advertising methods, sponsored content integrates seamlessly into the user experience, providing valuable and relevant information,, while subtly promoting a brand or product. 

What is sponsored content? 

Sponsored content is a type of advertisement where brands pay publishers to create content that promotes their products or services. Sponsored content is designed to blend seamlessly with the platform's regular content, providing valuable information or entertainment to audiences, while promoting the sponsoring brand. 

Examples of sponsored content include: 

  • Sponsored articles or blogs: Brands pay publishers or bloggers to create blog posts featuring their products or services. These posts typically provide insights about the brand's offerings while subtly promoting them to the audience. 
  • Sponsored social media posts: Influencers or personalities create posts promoting a brand's products or services in exchange for payment. These posts often include hashtags or mentions to indicate that they are sponsored posts. 
  • Sponsored videos: Brands collaborate with content creators to produce video ads that highlight their products or services in an engaging and entertaining way. 

Differences between sponsored content vs. native advertising

Sponsored content and native advertising are similar in that they aim to integrate promotional messages into the surrounding content seamlessly. However, there are some key differences between the two: 


Sponsored content typically includes articles, blog posts, videos, or social media posts created by publishers or influencers. 

Native advertising consists of a broader range of ad types, such as promoted listings, sponsored search results, and display ads. 


Sponsored content gives the brand control over the content creation process. The brand works closely with publishers or influencers to ensure the messaging aligns with its goals. 

Native advertising often involves less direct collaboration, with brands placing ads on platforms where the format seamlessly blends with the surrounding content. 


Sponsored content is prominently featured within the publisher's or influencer's platform, appearing alongside other organic content and benefitting from the audience's trust in the publisher or influencer. 

Native advertising may be more clearly labeled as an advertisement, and displayed in designated ad spaces on the platform. 

Benefits of sponsored content 

Sponsored content offers several benefits for brands looking to expand their reach. This includes:

Reach new audiences

By partnering with publishers or influencers with a large and engaged following, sponsored posts enable brands to reach new audiences yet to be exposed to their products or services.

Improve credibility

Brands can enhance their credibility and trustworthiness when they align with reputable publishers or influencers. 

Sponsored content allows brands to leverage the authority and influence of the publisher or influencer to legitimize their message.

Build client relationships

Sponsored content allows brands to establish and nurture relationships with their customers.

By delivering valuable and relevant content through sponsored articles, videos, or social media posts, brands can engage with prospects meaningfully and foster long-term loyalty.


Unlike traditional advertising methods, sponsored content can be cost-effective for brands to promote their products or services. 

Brands can reach their target audience by leveraging publishers' or influencers' existing audience and content creation capabilities.

FTC guidelines on sponsored content 

The FTC, or Federal Trade Commission, has guidelines to ensure transparency and honesty in advertising, including sponsored content. 

These guidelines require that any material connection between an advertiser and endorser, such as payment or complimentary products, must be clearly disclosed to the audience. So, what are the signs of sponsored content? 

In most cases, you'll see phrases like "paid partnership" or "sponsored" at the beginning or end of the post or content caption.

Failure to comply with these guidelines can result in penalties or fines from the FTC. These guidelines aim to promote transparency and protect consumers from deceptive advertising practices.

Best practices for using sponsored content 

To make the most out of sponsored content campaigns, it's essential to adhere to best practices that ensure transparency and alignment with your brand's mission. Best practices include the following:

  • Work with trustworthy creators: Collaborate with publishers or influencers with strong reputations and credibility in your industry. Choosing trustworthy creators helps ensure that your sponsored content resonates with the audience.
  • Make sponsored content engaging: Create informative, entertaining, or otherwise valuable content. Engaging content will capture the audience's attention and encourage them to interact with your brand.
  • Ensure partnerships align with your company's mission: Select partners whose values and content align with your brand's objectives. This alignment helps maintain consistency in messaging and ensures that your sponsored content reinforces your brand identity.
  • Clearly state when content is sponsored: Transparently disclose any material connections between your brand and the creator or publisher producing the content. Labeling sponsored content helps build trust with the audience and demonstrates your commitment to honesty and transparency.

Unlock new opportunities with sponsored content 

Sponsored articles, social media posts, or videos can provide valuable information while subtly promoting your products or services, driving brand awareness and fostering customer loyalty.

Reddit Ads offer a powerful platform for implementing sponsored content campaigns. They allow you to connect authentically and engage with Reddit's vast and diverse communities. 

Find your customer on Reddit and reach Redditors based on their interests, demographics, and more, ensuring your sponsored content resonates with the right audience.