How to Create the Perfect Sponsored Post

In the ever-evolving landscape of digital marketing, the power of influencers has grown exponentially. Brands are increasingly turning to influencers to promote their products and services, recognizing the value of authentic endorsements from trusted voices within specific niches. One of the most common methods of influencer marketing is the sponsored post. But what exactly is a one, and how can influencers create the perfect one?

A sponsored post is a piece of content that an influencer creates on behalf of a brand, in exchange for compensation. This can take the form of money, free products, or other types of remuneration. The goal of a sponsored post is to promote a brand’s product or service in a way that is authentic and engaging to the influencer’s audience. You can find these posts on various platforms, including Instagram, LinkedIn, TikTok, and many others.

Sponsored Post Example

Consider an Instagram post where a fitness influencer shares their workout routine using a new brand of protein powder. The influencer talks about how the product has helped them achieve their fitness goals, includes a few high-quality photos or videos, and provides a link or discount code for their followers. This is a classic example, where the influencer’s genuine endorsement of the product can drive engagement and sales for the brand.

Consider the Platform Before Starting

Creating an effective sponsored post requires understanding the nuances of different social media platforms. Now let’s take a deeper dive and look at actual successful sponsored post examples on Instagram, LinkedIn, and TikTok:

Instagram

Instagram is a highly visual platform, making it ideal for brands that rely on aesthetics. Influencers often use high-quality images and videos to capture their audience’s attention. For example, a beauty influencer might post a tutorial using a new line of makeup products. The post could include a series of photos showing the application process, a video demonstrating the products in use, and a caption explaining why they love the products.

Related: How can I get hired for campaigns?

The influencer might also use relevant hashtags and tag the brand to increase visibility.

Example: @glossier

Glossier’s collaborations often feature influencers using their skincare products in aesthetically pleasing settings, with captions sharing personal experiences and the hashtag #GlossierPartner.

Why It Works: The posts feel genuine and integrate smoothly into the influencers’ typical content, enhancing authenticity and trust.

LinkedIn

LinkedIn is a professional network, so sponsored posts here are typically more business-oriented. Influencers on LinkedIn might focus on sharing their experiences with a brand’s service or product in a professional context. For example, a business consultant might write a detailed post about how a particular software solution has improved their workflow. They might include statistics, case studies, and professional insights to provide a comprehensive overview. This type of post not only promotes the product but also establishes the influencer as a thought leader in their field.

Example: Daymond John

Daymond John is probably best known as one of the sharks on ABC’s Shark Tank, but he is also a prominent business mogul and investor who posts regularly on LinkedIn.

Why it Works: Daymond’s reputation as a successful businessperson enables him to promote his own events, such as Black Entrepreneurs Day, in an authentic and authoritative manner through long-form articles on LinkedIn. Additionally, Daymond has partnered with brands such as Captain D’s to promote their products and services.

TikTok

TikTok is all about short, engaging videos. Influencers on this platform often use humor, creativity, and trends to promote products.

A lifestyle influencer might create a series of fun, short videos showing different ways to use a new kitchen gadget. They might incorporate popular TikTok challenges or music to make the content more engaging. The influencer could also include a link to purchase the product in their bio or within the video description.

Example: @charlidamelio

Charli D’Amelio’s partnership with Dunkin’ Donuts featured lively dance videos with the new drink, as well as one featuring actor Ben Affleck.

Why It Works: The content is entertaining and fits well with Charli’s usual style, ensuring high engagement.

Tips for Creating Engaging Content

Creating engaging content goes beyond the basics. Here are some additional tips to help you elevate your sponsored posts:

1. Understand Your Audience

Knowing your audience is the first step in creating an effective sponsored post. What type of content do they engage with the most? What are their interests and pain points? Tailoring your content to fit your audience’s preferences will increase its effectiveness.

2. Align with the Brand

Ensure that the brand you’re promoting aligns with your personal brand and values. Authenticity is key in influencer marketing. Your followers trust your recommendations, and promoting a product that doesn’t align with your usual content can erode that trust.

3. Create High-Quality Content

Invest time and effort into creating high-quality content. This might involve professional photography, engaging videos, or well-written articles. High-quality content is more likely to be shared and to engage your audience.

4. Be Authentic

Authenticity is crucial. Your followers can tell when you’re genuinely excited about a product versus when you’re just fulfilling a contractual obligation. Share your honest experiences and opinions about the product.

5. Include a Call to Action

A clear call to action (CTA) can significantly increase the effectiveness of your content. This might be a link to purchase the product, a discount code, or an invitation to visit the brand’s website. Make sure your CTA is clear and compelling.

6. Engage with Your Audience

After posting, engage with your audience. Respond to comments and questions to foster a sense of community and trust. This interaction can also provide valuable feedback for the brand.

7. Analyze and Report

Finally, analyze the performance of your sponsored post. Use platform analytics to track engagement, reach, and other key metrics. Providing this data to the brand can help them understand the impact of the campaign and build a long-term relationship with you.

Go Deeper to Stand Out

Being a top-tier influencer requires resilience and patience. You can’t simply expect to make a quick post and get paid without giving anything much thought. Standing out in the massive sea of influencers competing for eyes and ears isn’t easy, by any means, but it is doable.

Use Storytelling: People love stories. Instead of just showcasing the product, weave it into a story that resonates with your audience. This could be a personal anecdote, a transformation journey, or a behind-the-scenes look at how you use the product in your daily life.

Consistency: Maintain a consistent posting schedule. Regularly engaging with your audience keeps them interested and can increase the impact of the content you create. For instance, scheduling posts around relevant events or seasons can maximize visibility and relevance.

Leverage User-Generated Content: Encourage your followers to create and share their own content using the product. This not only builds community, but also provides authentic testimonials that you can feature in your posts.

Experiment with Different Formats: Don’t stick to just one type of content. Mix it up with photos, videos, stories, live streams, and more. Different formats can appeal to different segments of your audience.

Stay Updated with Trends: Social media trends evolve rapidly. Stay on top of the latest trends and incorporate them into your sponsored posts to keep your content fresh and relevant.

Place an Emphasis on Visual Appeal: Use high-quality visuals. Professional photography and videography can significantly enhance the attractiveness of your posts. On Instagram, where aesthetics are paramount, eye-catching visuals can make a huge difference.

Collaborate with Other Influencers: Joint campaigns with other influencers can expand your reach and provide a fresh perspective. Collaborations can also add an element of fun and creativity to your content.

Feature Interactive Elements: Incorporate interactive elements such as polls, questions, or challenges.

Featured Influencer: Lauren Mayhew
I am a singer, actress, and host. I tour with EDM DJs all over the world and perform. I used to be in a girl band that opened for Sting at the SUPER BOWL! I have starred in TV shows and films like Showtime’s “Dexter” and Universal’s “American Pie: Band Camp.” I hosted for WWE’s “Smackdown” and was the main host of online giant, Frederator’s, music show, “Mic Drop!” I am super sporty (MMA, dance class, rock climbing, tennis), and I love traveling new places, trying new foods, and meeting new people! As a host, I do gamer shows, alternative sports shows, and entertainment news shows!

These can boost engagement and make the promotion more dynamic. For instance, a beauty influencer could run a contest, encouraging followers to recreate a makeup look using the products that were demonstrated.

Don’t Forget to Include a Disclaimer

Including a disclaimer in a sponsored post is not just good practice; it’s a legal requirement. The Federal Trade Commission (FTC) mandates that influencers clearly disclose their relationships with brands when promoting products or services. This transparency helps maintain trust with the audience and ensures compliance with advertising regulations. Intellifluence requires all influencers to adhere to the current FTC Guides Concerning the Use of Testimonials and Endorsements in Advertising (FTC Guides) at all times. Here’s why it’s crucial:

Transparency: Disclaimers ensure your audience is aware of the promotional nature of the content, building trust and credibility.

Compliance: The FTC mandates clear disclosure of any material connection between an influencer and a brand. Non-compliance can lead to legal repercussions and damage to your reputation.

Ethics: Being upfront about sponsorships maintains the integrity of your relationship with your audience, promoting honest communication.

A simple disclaimer might be: “This post is sponsored by [Brand Name].” Alternatively, influencers might use hashtags like #ad, #sponsored, or #partner. It’s essential that these disclaimers are easily noticeable and not buried in a long list of hashtags or hidden at the bottom of a post. Simply put, you need a sponsored post disclaimer.

How to Determine What to Charge

You might be asking yourself, “how much should I charge for a sponsored post?” Determining how much to ask for can be challenging, as it depends on various factors, including your follower count, engagement rate, niche, and the platform you’re using. In some cases, it might take some negotiating between you and the brand. In order to help our influencers come up with reasonable pricing, we surveyed our entire network several times to gain better insights into compensation preferences. We published our findings in our 2021 and 2023 Intellifluence Influencer Compensation Reports. We encourage you to take a look at those reports when considering your rates, but for now, here are some general guidelines to help you get started:

Follower Count: Influencers with larger followings typically charge more for collaborations with brands. However, engagement rate is also crucial. An influencer with a smaller, highly engaged audience can be just as valuable as one with a large, less engaged following.

Engagement Rate: Brands are interested in how many of your followers actively engage with your content. Higher engagement rates often justify higher fees.

Niche: Some niches are more lucrative than others. For example, fashion, beauty, and fitness influencers often command higher rates than those in more niche markets.

Platform: Different platforms have different rate standards. For example, sponsored posts on Instagram might command different rates than those on TikTok or LinkedIn.

Example Pricing:

Instagram: Influencers might charge $10 per 1,000 followers. For example, an influencer with 50,000 followers could charge around $500 per post.

TikTok: Rates can vary widely, but influencers might charge $20-$40 per 1,000 followers.

LinkedIn: Because LinkedIn posts often involve more detailed content and a professional audience, rates might be higher. Influencers could charge several hundred dollars per post, depending on their reach and engagement.

Understand How to Leverage Data

Audience Insights: Use data analytics to understand your audience better. Platforms like Instagram and YouTube offer insights into demographics, engagement patterns, and more. This information can help tailor your content to better resonate with your audience.

Performance Metrics: Track the performance of your sponsored posts using metrics such as reach, impressions, engagement rate, and conversion rate. Tools like Google Analytics and platform-specific insights can provide valuable data.

A/B Testing: Experiment with different types of content to see what performs best. A/B testing can help determine the most effective strategies for your audience. For example, you might test different caption styles, image formats, or posting times.

Strive to Build Long-Term Relationships with Brands

While one-off collaborations can be beneficial, building long-term relationships with brands can be even more rewarding. Here are some tips for fostering lasting partnerships:

Deliver Quality and Consistency: Always deliver high-quality content on time. Consistency builds trust and makes brands more likely to continue working with you.

Show Results: Brands want to see the impact of their investment. Provide detailed reports on the performance of your social media posts, including metrics like engagement, reach, and conversions.

Be Professional: Treat your influencer career like a business. Maintain clear communication, adhere to deadlines, and fulfill your commitments professionally.

Propose Ideas: Don’t wait for brands to come to you with ideas. Proactively propose creative campaign concepts that align with both your personal brand and the brand’s goals.

Negotiate Fairly: Be open to negotiation but also know your worth. Establish fair rates that reflect the value you bring while being flexible enough to accommodate the brand’s budget constraints.

How to Keep Things Fresh

Looking ahead, the landscape of sponsored posts will likely continue to evolve. Influencers will need to stay adaptable and informed about emerging trends and technologies. The integration of augmented reality (AR) and virtual reality (VR) into social media platforms, for example, could open up new avenues for creating immersive and interactive branded content.

Moreover, as artificial intelligence (AI) becomes more sophisticated, influencers may leverage AI tools to enhance their content creation process, from generating high-quality visuals to optimizing post timing and engagement strategies.

Sustainability and Social Responsibility: Consumers are increasingly prioritizing sustainability and social responsibility. Influencers who align with brands that demonstrate genuine commitment to these values will likely resonate more with their audiences. Highlighting eco-friendly products or socially responsible initiatives in your content can enhance the influencer’s credibility and appeal.

Final Thoughts

Creating the perfect sponsored post involves a combination of understanding your audience, aligning with the brand, producing high-quality content, and maintaining authenticity. By following these steps and ensuring compliance with FTC guidelines through proper disclaimers, influencers can create compelling content that benefit both their followers and the brands they collaborate with. Whether it’s on Instagram, LinkedIn, or TikTok, the key to a successful collaboration with a brand is authenticity, engagement, and value for your audience.

Building long-term relationships with companies and continuously improving your content creation strategies will set you apart in the competitive world of influencer marketing. Remember, the most effective branded content is that which can seamlessly integrate into your regular social media profiles, providing genuine value to your audience while promoting the brand in an authentic and engaging way. By mastering these elements, you can create sponsored posts that not only meet but exceed expectations, leading to more opportunities and greater success as an influencer.