SPONSORED CONTENT: Meaning, Examples, Specs & Benefit

Businesses and people wanting to increase their client or follower base constantly seek innovative advertising. Since more people are using social media, sponsored content has become a more prominent and more popular kind of advertising. You can evaluate if employing it is appropriate for your business by learning its fundamentals and how to create it. Let’s review the characteristics of sponsored content, what differentiates it from native advertising, and some typical examples in this article. Keep reading!

What is Sponsored Content?

Sponsored content, known as advertorial, is advertising content from a sponsor or company published by another person or media outlet similar to what the publisher already generates. Advertorials appear natural than traditional advertising that you might see on websites or other platforms. To reach new audiences and build credibility, brands and individuals frequently include sponsored material in their social media posts.

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Benefits of advertorial

Although sponsored content is a form of native advertising, it frequently fits into the publisher’s and partner’s bigger brand plans. Advertorials can benefit businesses by generating more clicks and traffic than traditional advertising since the brands, products, and services are similar to the content on the website. Here are some of its benefits:

  • Reach: With traditional marketing or advertising channels and tactics, businesses may be unable to reach specific online consumers. However, advertorials bridge this gap.
  • Credibility: Advertorials can increase credibility by demonstrating to each audience that a partner believes in their brand enough to host the sponsor or sponsor content.
  • Storytelling: Advertorials are more memorable than one-off advertisements. The ad is a component of the brand’s bigger story because advertorials have a storyline connected with the publisher’s content.
  • Flexibility: The formats of advertorials can be changed to fit different platforms. Where they wouldn’t usually advertise, sponsors can use the publisher’s platform, and the publisher can use the sponsor’s resources.
  • Builds relationship: Advertorials build relationships by giving host sites funds and tools for content production in brand collaborations. A fashion blogger, for instance, can use a brand for its images while giving the firm a chance to advertise on their blog.
  • Low hosting costs: Businesses frequently charge a price per piece of content rather than per click. Hence, the sponsor covers the cost of content creation, leaving the poster with the simple task of publishing the material.

Examples of Sponsored Content

Quiz site

A well-known quiz site can feature a quiz about plant varieties in a blog focused on camping and outdoors. The blogger might not have the resources to create an examination so the sponsor could leverage their natural content to improve the blog reader’s experience. The ability to watch more quizzes could attract new visitors to the quiz website, and blog readers might enjoy a better, more reliable experience.

Social media filter

A well-known sports franchise might develop a social media photo filter with a background that resembles its establishment, complete with sports banners and televisions so that users can appear to be playing there. Users may become curious as a result and look into any sales or events the chain hosts. The social network firm that provides filters in this situation serves as the publisher, making the ads feel appropriate. In a similar manner, the chain may publish some promotional content using the filter, encouraging users to visit the social media site.

Food blogger

A well-known food blogger might publish a video of themselves in their kitchen cooking a recipe with a new blender that the blender manufacturer donated. Now that the blender firm can access the influencer’s audience, the blogger is compensated for producing material supporting their story. The consumer might not feel like they’ve been removed from their typical viewing experience, and both parties stand to gain.

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Tips on creating an effective advertorials

  • Employ established tactics: You may incorporate sponsored content with several established advertising tactics, such as brand colors, tone, and consistency.
  • Establish connections that make sense: Connecting with the correct audience can help you advertise your company effectively when you employ partnerships and related content. For instance, if you sell clothes, team up with a personal stylist or fashion blogger to reach a market of clothing enthusiasts.
  • Improve the user experience: To improve the user experience and offer visitors more relevant content or information, brand integration with a host site should be as natural-looking as feasible.
  • Clearly label advertorials

Identifying sponsored content is essential for winning your users’ trust. By giving detailed disclaimers, you can persuade visitors that you are being sincere because native advertising marketers want it to fit in with the existing content on a page.

Specifications for native advertorials

Image Max file size 80kb each
Image formats JPG, PNG

Supply Click Through URL

Character Limits Headline – 25 characters.

Story – 90 characters

CTA – 20 characters including spaces.


Specifications for sponsored content

Image Max file size 80kb each
Image formats GIF, JPG, PNG, HTML5

Supply Click Through URL

3rd-party Supported Providers



JavaScript ad tags, Google redirect tag.


Sponsored advertising versus native advertising

Native advertising is a type of advertising that usually matches the site it is on and offers content of interest to the site’s visitors. Whether purchasing online or utilizing search engines, native advertising is mostly found if the content or adverts are relevant to the user experience. Promoted listings on shopping websites, paid search results, recommendation tools that direct you to other websites, and search or product recommendations are all examples of native advertising content.

Sponsored content is a type of native advertising that blends in and appears more natural on a website with the host site’s usual content. However, sponsored advertising is often clearly identified with words such as “sponsored” or “promoted.” It usually fits in and flow smoothly. This is why it is relevant in brand promotions.



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Zainab Olatunji

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