Consumers are noticing sponsored posts more than ever. And according to the sixth annual “State of Sponsored Social” report, consumers even see sponsored social posts as more effective than the mighty TV commercial.
As social media grows in importance as a marketing channel, and makes gains as an advertising platform and as a way to reach specific audiences, brands shouldn’t discount the influence of sponsored posts. Marketers may have a wide range of new advertising options on social media platforms like Facebook, Twitter and Snapchat. And sponsored social, though not an entirely novel tactic, is an increasingly relevant one that should be part of any marketers’ playbook.
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From Ted Murphy, IZEA CEO & Founder
“Sponsored content has the ability to dramatically change the trajectory of conversations and sentiment for and about brands. And, as this year’s ‘State of Sponsored Social’ report revealed, consumers are not only noticing these ads, but find them to be highly effective,” IZEA Founder and CEO Ted Murphy told Marketing Dive.
“Sponsored social stands apart from the new ad units because it allows brands to reach their target audiences in authentic and original ways by connecting with social creators who have built-in credibility, creativity and engagement,” Murhpy said. IZEA, which connects brands with social media influencers, reported that consumers are noticing sponsored posts up to three per day.
The report, however, also found “only 8% of marketers reported being aware of and understanding the FTC guidelines, as opposed to 67% of creators,” Murphy said. Further, 33% of respondents reported not even being aware sponsored content was under any regulation.
“Your brand is integrated directly into the content stream of blogs, videos, photos and updates in the voice of a trusted creator. Every post is unique and original in perspective, tone and authority, sending your message directly to consumers,” Murphy explained.
It’s important is to incentivize engagement with coupons, contests, social involvement with the brand or simply enticing content. Murphy said brands need to have a compelling reason for consumers to engage with sponsored social, and that choosing the right creator or influencer with whom to work is crucial. He said this means thoroughly vetting an influencer, checking out their social networks, blogs and other social presence to make sure their audience is “a match for the brand.” In addition to audience, Murphy says it’s important to look for creators that have “dynamic engagement.”
“Choosing the wrong fit can mean missing out on the perfect audience, as well as losing content authenticity,” Murphy said. “A sponsored social campaign should build momentum and buzz outside of a creator’s own social channels.”
Murphy also had some platform-specific advice:
- Instagram is great for sharing highly visual content
- Facebook can drive consumer engagement
- Vine is perfect for short-snippets of entertainment
- Blogs are great for longer-form content
“A sponsored social campaign should not be generalized for all platforms, but rather organically fit within the influencer’s current social content,” he said.
“While advertising on social media has become more popular, so have ad blockers. Consumers have demonstrated in recent months that they are willing to pay to block ads from brands. Traditional paid advertising is seen as a one-way, highly-controlled brand communication that is accepted, but not necessarily beloved or believed by the consumer,” Murphy explained.
Sponsored social, he said, is unique in that it enables brands to engage with consumers with the help of influencers. With sponsored social influencers are given the authority to tell a brand story in their own voice. This kind of content “resonates with an influencer’s audience to deliver a brand’s message, something that is certainly not achievable through traditional ad buys.”
“Whether your goal is to drive brand awareness, boost sales, sample products, or just engage with your target consumer, sponsored social is an incredibly effective marketing tactic,” Murphy said.
