Sponsored content has managed to take a firm hold of new age advertising. With new forms of media taking shape every single day, advertising found itself needing to evolve as well. How often do you find yourself inclined to search up what you just saw on a billboard? If you are on the younger side, it is definitely safe to assume that it rarely (if ever) occurs. This same logic applies to many people in today’s world, not just those below the age of thirty. New age advertising, such as sponsored content, has begun to take advantage of many platforms that people actually do interact with. YouTube, Twitter, and Instagram being the prime places for such content sponsorship. If you are more likely to click on a link than look at a billboard, this new idea has already begun to root itself into your everyday life.
What is sponsored content?
Before engaging content sponsorships, it is a good thing to fully grasp the concept of them. Sponsored content is best described as a piece of promotional media that is being paid for by an advertiser. In many ways, it is a piggybacking system. Advertising companies use this idea in order to engage with pre-existing audiences. Sponsored content examples take place on many social media platforms, such as the ones that have already been mentioned. YouTube videos are most likely the biggest and best example of this sort of media. These videos provide information on a company or product (sometimes both) while allowing a content creator to put their own personal spin onto the video. In many ways, this is the core principle of content sponsorship, showing viewers that the product is in use and enjoyed by a source that they trust.
As previously mentioned, examples of sponsored content boil down to an engagement. It is a collaboration between a company and a content creator. If this collaboration is effective, it will coerce the viewers of the sponsorship in a manner that will be equally beneficial for both parties. A great example of a content sponsorship partnership is the Nintendo Ambassador Program. This program utilizes an idea that many companies believe in. In this case, Nintendo, a company that primarily focuses on creating video games for audiences to enjoy, gives out their products to content creators for free. This allows content creators to showcase these games on their platform, whether it be YouTube or a streaming service like Twitch. If viewers see a product in use, they are more likely to want to try it themselves. This provides sales for the company and views for the content creator, ultimately servicing both parties.
Possible downsides of partnering
If you, either as the company or the content creator, find yourself creating sponsored content, it is best to ensure that you are on the same page. Oftentimes, if you are working with a source that you do not know and trust, it is best to draw up a contract. A contract will allow both parties to have a clear and evident picture of what the content sponsorship will entail. If this is not done, either party may simply not fulfill their end of the deal, which may result in someone being left out to dry. To avoid this situation, it is best to draw a concise outline of how the created content will be presented. A contract is the best way to ensure this, but prior research on your partner will go a long way in creating a meaningful and lasting partnership.
Sponsored content to avoid
As previously mentioned, the world of content sponsorship can get tricky. When you ask yourself what sponsored content is, it is best to avoid a few simple things. Content sponsorship is an agreement between two parties. It is not a company forcing their product onto a content creator and demanding that it be presenting in a certain light. Both the company and the content creator should avoid finding themselves in a situation such as this. On the company’s end, it is best to create a product that works and showcases your brand in the best possible light. On the side of the content creator, it is best to be honest about the product. You may find yourself wanting to get an inside track with the company, but being upfront with your audience is important. If done correctly, the sponsored content will benefit all involved, as well as the viewer.
How to approach a partner
Now that you see the numerous ways a partnership could run awry, it is best to revisit how you would present yourself to a partner. You may find it best to not immediately approach a partner with your contract, but rather a simple invitation of interest. An email, or even a direct message on any social media platform, could service you well. It is imperative to find a partner where you see mutual gain. Similar interests, audience, and overall level of following, should be taken into account when beginning your search for a partner. Once both parties express interest towards the partnership, you can proceed to draw up a contract.
The potential gain of sponsored content
The basic elements of content sponsorship provide companies with engagement that will ultimately result in sales. As previously mentioned, an effective partnership is the best type of partnership. If all the steps to create a good sponsored content example are taken, you will soon see a spike in sales. You will accomplish this through the content that you and a partner have successfully created. It is best to engage with a mutual audience to make sure that this is the case. If you present your new book to an audience that does not often read, an ultimately disappointing outcome may occur. In other words, the best way to succeed is to know who you appeal to. This is the basic principle of any sort of media creation, knowing your audience. If you successfully engage with an audience that wants your product, you will begin to boost sales within your business.
Example locations for sponsored content
Hopefully it has become clear that audience is a crucial element when it comes to content sponsorships. When creating this type of media, it is also best to evaluate which platforms best suit your product. There is not necessarily a right or wrong answer in this scenario. It is a matter of fit, and whether or not your product translates well to that platform. If your product is similar to the Nintendo video games included with their Nintendo Ambassador Program, a still image on Instagram would not provide the same result as a video on YouTube. Finding and implementing the correct balance will result in you seeing the biggest spike in sales.
Let us pretend that you are the owner of a clothing brand. In this instance, it is best for you to showcase your product on a model. Instagram, a social media platform reliant on still pictures, would be a great place to create sponsored content. In recent years, Instagram has even implemented programming to allow online stores on their platform. If your product applies to a market such as this one, you could truly see an increase in your sales from showcasing your product on Instagram.
In many ways, YouTube is the king of sponsored content. It actively acts as an infomercial for products once a partnership has been made between a company and a content creator. While you can make videos on just about any social media platform, YouTube is the premier video sharing location. You are allowed to implement higher resolutions than on other platforms, while maintaining an aspect ratio that is pleasing to the eye. If you were to post a video on Instagram, this would not be the case.
Twitter has found itself becoming a reliable news source for many people. It is a platform that people check often throughout any day. In almost every case, these people learn some sort of information while they check this platform. If your product, such as a new book, applies to this sort of location, Twitter could be a fit for you. Twitter also provides people with the opportunity to directly interact with content creators they trust. If you get someone to speak reliably about your product on this platform, it could result in a sales spike.
This platform is the up and comer among these locations. If we are being honest, it is similar to twitter in its conversational aspect. Listeners are able to hear directly from a trusted content creator. If this creator likes your product and speaks about it on their podcast, a listener may find themselves buying your product.
Implementing Sponsored Content
Now that you are aware of what sponsored content is, and how to best go about using it, it is time to put it to good use. In general, content sponsorships are ever evolving. The world constantly finds media platforms, as well as new products to push, resulting in massive changes in advertising. Sponsored content is currently the best way to get your name out there in a digitally owned world. If people begin to trust your product online, you will begin to see an increase in sales based upon that trust.
FAQs about Content Sponsorship:
- What is content sponsorship?
- How do you get sponsored content?
- Why does sponsored content work?
- What are some examples of sponsored content?
- What are the downsides of sponsored content?