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{{Short description|A post to a website that is actually an advertisement}} |
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A '''sponsored post''', also known as a '''promoted post''', is a post to any community-driven notification-oriented website which is explicitly sponsored as an advertisement by a particular company in order to draw a large amount of popularity through [[Moderation system|user promotion and moderation]] to the most active or most viewed page on the website. The model has become adopted by various ad-supported but community-driven websites as an addition, substitute or replacement of other [[pay-per-click]] advertisement formats, such as [[web banner]]s, text and [[rich media]]. Sites and services which utilize sponsored posts include [[Digg]],<ref>[http://about.digg.com/blog/ads-you-can-digg%E2%80%A6or-bury ''Ads You Can Digg…or Bury'']</ref> |
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[[Reddit]],<ref>[https://www.reddit.com/ad_inq/ ''use our self-serve advertising tool'']</ref> [[Twitter]]<ref>[http://blog.twitter.com/2010/04/hello-world.html ''Hello World'']</ref> and [[Instagram]].<ref>{{cite web|last=Crabbe |first=Lauren |url= https://thenextweb.com/facebook/2013/11/01/fashion-designer-brand-michael-kors-becomes-first-run-ads-instagram-screenshot/ |title=Fashion designer brand Michael Kors becomes the first to run ads on Instagram |publisher= The Next Web |date=November 1, 2013 |accessdate= September 17, 2014}}</ref> |
'''Sponsored post''', also known as a '''promoted post''', is a post to any community-driven notification-oriented website which is explicitly sponsored as an advertisement by a particular company in order to draw a large amount of popularity through [[Moderation system|user promotion and moderation]] to the most active or most viewed page on the website. The model has become adopted by various ad-supported but community-driven websites as an addition, substitute or replacement of other [[pay-per-click]] advertisement formats, such as [[web banner]]s, text and [[rich media]]. Sites and services which utilize sponsored posts include [[Digg]],<ref>[http://about.digg.com/blog/ads-you-can-digg%E2%80%A6or-bury ''Ads You Can Digg…or Bury'']</ref> [[Reddit]],<ref>[https://www.reddit.com/ad_inq/ ''use our self-serve advertising tool'']</ref> [[Twitter]],<ref>[http://blog.twitter.com/2010/04/hello-world.html ''Hello World'']</ref> and [[Instagram]].<ref>{{cite web|last=Crabbe |first=Lauren |url= https://thenextweb.com/facebook/2013/11/01/fashion-designer-brand-michael-kors-becomes-first-run-ads-instagram-screenshot/ |title=Fashion designer brand Michael Kors becomes the first to run ads on Instagram |publisher= The Next Web |date=November 1, 2013 |accessdate= September 17, 2014}}</ref> |
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Specifically referring to context of blogs, "sponsored posts" were defined by Mutum and Wang (2010) as "promoted blog entries or posts that contain links that point to the home page or specific product pages of the website of the sponsor for which the blogger receives compensation in the form of money, products, services or in other ways".<ref>{{cite book|last1=Mutum|first1=Dilip|last2=Wang|first2=Qing|editor=Neal M. Burns |editor2=Terry Daugherty |editor3=Matthew S. Eastin|title=Handbook of Research on Digital Media and Advertising: User Generated Content Consumption|volume=1|year=2010|publisher=IGI Global|pages=248–261|chapter=Consumer Generated Advertising in Blogs}}</ref> They are also known as paid posts or sponsored reviews. |
Specifically referring to context of blogs, "sponsored posts" were defined by Mutum and Wang (2010) as "promoted blog entries or posts that contain links that point to the home page or specific product pages of the website of the sponsor for which the blogger receives compensation in the form of money, products, services or in other ways".<ref>{{cite book|last1=Mutum|first1=Dilip|last2=Wang|first2=Qing|editor=Neal M. Burns |editor2=Terry Daugherty |editor3=Matthew S. Eastin|title=Handbook of Research on Digital Media and Advertising: User Generated Content Consumption|volume=1|year=2010|publisher=IGI Global|pages=248–261|chapter=Consumer Generated Advertising in Blogs}}</ref> They are also known as paid posts or sponsored reviews. |
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Sponsored posts can also serve as a means of curtailing the possibility of companies paying individuals to moderate a submitted link or media to the front page of the website, which often violates the spirit or letter of a site's [[Terms of Service]]. |
Sponsored posts can also serve as a means of curtailing the possibility of companies paying individuals to moderate a submitted link or media to the front page of the website, which often violates the spirit or letter of a site's [[Terms of Service]]. |
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==Instagram== |
==Instagram== |
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Instagram Sponsored Posts, also known as "Influencer Marketing"<ref name="IM">[https://techcrunch.com/2017/06/14/instagram-sponsored-posts/ Influencer Marketing]</ref> in Instagram is a form of promoting a brand or product through popular celebrities or influential people. Particularly in Instagram, accounts with a lot of followers accept payments to have other people's contents featured on their page for the sake of promotion to a larger audience. Sponsored post prices of the top influencers on instagram can command 6-figure fees, with some reaching millions for a single post.<ref>{{cite web |title=The 75 celebrities and influencers who make the most money per Instagram post, ranked |url=https://www.businessinsider.com/celebrities-influencers-who-make-the-most-money-instagram-2018-9 |website=Business Insider}}</ref> This method of advertising became very popular but was done in private through direct transactions rather than through a legitimized medium like Instagram where it can be legally documented. As such the content being marketed is not being regulated very well. The Federal Trade Commission sent over 90 letters to influencers that they need to properly disclose that they are being sponsored by a brand or product.<ref name="Fed">[https://www.theverge.com/2017/4/19/15364828/instagram-celebrities-ftc-letters-ads |
Instagram Sponsored Posts, also known as "Influencer Marketing"<ref name="IM">[https://techcrunch.com/2017/06/14/instagram-sponsored-posts/ Influencer Marketing]</ref> in Instagram is a form of promoting a brand or product through popular celebrities or influential people. Particularly in Instagram, accounts with a lot of followers accept payments to have other people's contents featured on their page for the sake of promotion to a larger audience. Sponsored post prices of the top influencers on [[instagram]] can command 6-figure fees, with some reaching millions for a single post.<ref>{{cite web |title=The 75 celebrities and influencers who make the most money per Instagram post, ranked |url=https://www.businessinsider.com/celebrities-influencers-who-make-the-most-money-instagram-2018-9 |website=Business Insider}}</ref> This method of advertising became very popular but was done in private through direct transactions rather than through a legitimized medium like Instagram where it can be legally documented. As such the content being marketed is not being regulated very well. The Federal Trade Commission sent over 90 letters to influencers that they need to properly disclose that they are being sponsored by a brand or product.<ref name="Fed">{{cite web |title=Instagram celebrities keep sneaking in sponsored posts, FTC says |date=2017-04-19 |website=[[The Verge]] |archive-url=https://web.archive.org/web/20230419121228/https://www.theverge.com/2017/4/19/15364828/instagram-celebrities-ftc-letters-ads |archive-date=2023-04-19 |url-status=live |url=https://www.theverge.com/2017/4/19/15364828/instagram-celebrities-ftc-letters-ads}}</ref><ref>{{cite web| url=https://wejustsocial.com/|title= Influencer Marketing }} Saturday, 22 December 2018 </ref> |
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Now, Instagram is seeking to change the transparency of this method of advertising and is launching a new tool for that purpose. Upon the submission of a sponsored post, there will be a visible tag at the top “Paid Partnership With Sponsor Name”. This will allow a more legitimized form of promotion between the influential users of Instagram and the brands willing to get their name out.<ref name="Tool">[https://www.wired.com/story/instagram-sponsored-posts/ |
Now, Instagram is seeking to change the transparency of this method of advertising and is launching a new tool for that purpose. Upon the submission of a sponsored post, there will be a visible tag at the top “Paid Partnership With Sponsor Name”. This will allow a more legitimized form of promotion between the influential users of Instagram and the brands willing to get their name out.<ref name="Tool">{{cite magazine |title=Instagram Will Now Tell You Who's Getting Paid to Post |date=2017-06-14 |magazine=[[Wired (magazine)|Wired]] |archive-url=https://web.archive.org/web/20230607043141/https://www.wired.com/story/instagram-sponsored-posts/ |archive-date=2023-06-07 |url-status=live |url=https://www.wired.com/story/instagram-sponsored-posts/}}</ref> |
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After reports began circulating that Instagram shows posts to only a small percentage of users' followers, Instagram released a statement denying it is doing any such thing.<ref>{{cite web |title=Instagram's Denial of Organic Reach Limits |url=https://twitter.com/instagram/status/1087853297036275712 |
After reports began circulating that Instagram shows posts to only a small percentage of users' followers, Instagram released a statement denying it is doing any such thing.<ref>{{cite web |title=Instagram's Denial of Organic Reach Limits |url=https://twitter.com/instagram/status/1087853297036275712 |website=Twitter |publisher=Instagram |accessdate=8 May 2019}}</ref> |
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== References == |
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<!-- Inline citations added to your article will automatically display here. See https://en.wikipedia.org/wiki/WP:REFB for instructions on how to add citations. --> |
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<ref name="IM">[https://techcrunch.com/2017/06/14/instagram-sponsored-posts/ Influencer Marketing]</ref><ref name="Fed">[https://www.theverge.com/2017/4/19/15364828/instagram-celebrities-ftc-letters-ads Federal Trade Commission Letters]</ref><ref name="Tool">[https://www.wired.com/story/instagram-sponsored-posts/ Instagram Tool]</ref> |
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==See also== |
==See also== |
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* [[ |
* [[Gray propaganda]] |
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* [[Hypertargeting]] |
* [[Hypertargeting]] |
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* [[Native advertising]] |
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==References== |
== References == |
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{{reflist}} |
{{reflist}} |
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Latest revision as of 04:40, 4 September 2024
Sponsored post, also known as a promoted post, is a post to any community-driven notification-oriented website which is explicitly sponsored as an advertisement by a particular company in order to draw a large amount of popularity through user promotion and moderation to the most active or most viewed page on the website. The model has become adopted by various ad-supported but community-driven websites as an addition, substitute or replacement of other pay-per-click advertisement formats, such as web banners, text and rich media. Sites and services which utilize sponsored posts include Digg,[1] Reddit,[2] Twitter,[3] and Instagram.[4]
Specifically referring to context of blogs, "sponsored posts" were defined by Mutum and Wang (2010) as "promoted blog entries or posts that contain links that point to the home page or specific product pages of the website of the sponsor for which the blogger receives compensation in the form of money, products, services or in other ways".[5] They are also known as paid posts or sponsored reviews.
Sponsored posts can also serve as a means of curtailing the possibility of companies paying individuals to moderate a submitted link or media to the front page of the website, which often violates the spirit or letter of a site's Terms of Service.
Instagram Sponsored Posts, also known as "Influencer Marketing"[6] in Instagram is a form of promoting a brand or product through popular celebrities or influential people. Particularly in Instagram, accounts with a lot of followers accept payments to have other people's contents featured on their page for the sake of promotion to a larger audience. Sponsored post prices of the top influencers on instagram can command 6-figure fees, with some reaching millions for a single post.[7] This method of advertising became very popular but was done in private through direct transactions rather than through a legitimized medium like Instagram where it can be legally documented. As such the content being marketed is not being regulated very well. The Federal Trade Commission sent over 90 letters to influencers that they need to properly disclose that they are being sponsored by a brand or product.[8][9]
Now, Instagram is seeking to change the transparency of this method of advertising and is launching a new tool for that purpose. Upon the submission of a sponsored post, there will be a visible tag at the top “Paid Partnership With Sponsor Name”. This will allow a more legitimized form of promotion between the influential users of Instagram and the brands willing to get their name out.[10]
After reports began circulating that Instagram shows posts to only a small percentage of users' followers, Instagram released a statement denying it is doing any such thing.[11]
See also
[edit]References
[edit]- ^ Ads You Can Digg…or Bury
- ^ use our self-serve advertising tool
- ^ Hello World
- ^ Crabbe, Lauren (November 1, 2013). "Fashion designer brand Michael Kors becomes the first to run ads on Instagram". The Next Web. Retrieved September 17, 2014.
- ^ Mutum, Dilip; Wang, Qing (2010). "Consumer Generated Advertising in Blogs". In Neal M. Burns; Terry Daugherty; Matthew S. Eastin (eds.). Handbook of Research on Digital Media and Advertising: User Generated Content Consumption. Vol. 1. IGI Global. pp. 248–261.
- ^ Influencer Marketing
- ^ "The 75 celebrities and influencers who make the most money per Instagram post, ranked". Business Insider.
- ^ "Instagram celebrities keep sneaking in sponsored posts, FTC says". The Verge. 2017-04-19. Archived from the original on 2023-04-19.
- ^ "Influencer Marketing". Saturday, 22 December 2018
- ^ "Instagram Will Now Tell You Who's Getting Paid to Post". Wired. 2017-06-14. Archived from the original on 2023-06-07.
- ^ "Instagram's Denial of Organic Reach Limits". Twitter. Instagram. Retrieved 8 May 2019.