As marketers become savvier and blend promotional messages seamlessly into online content, it’s increasingly important for consumers to be able to identify when they are being advertised. At AgilePR, we are also guilty of this marketing move.
Therefore, we’d like to share some telltale signs that show if a content might be sponsored.
This will allow you to read between the lines and better understand the intent behind what you’re consuming.
What is considered sponsored content?
Sponsored content is a type of advertising designed to look and feel like the editorial content of the platform it appears on.
Unlike traditional ads, sponsored content blends seamlessly with other articles or posts and provides value to the audience through informative or entertaining material while subtly promoting a product or service.
It is typically marked with labels such as:
- Sponsored,
- Promoted,
- In Partnership With
Sponsored content can take various forms, including articles, videos, social media posts, infographics, podcasts, and more, often created in collaboration between brands and publishers or influencers.
1. Clear Disclosure Labels
One of the most straightforward ways to identify sponsored content is through disclosure labels. Many well-known brands, like Forbes, Inc, Fortune, and FastCompany do these through their media kits that can cost you a fortune.
From a mere $3000-dollar yearly fee for thought leadership pieces to $25,000 for exclusive product placements. Credible publishers and platforms adhere to advertising guidelines that require them to disclose paid content.
Look for labels such as “Sponsored,” “Ad,” “Promoted,” “In Partnership With,” or “Paid Content.” These disclosures are often placed at the top of articles, videos, or social media posts, though sometimes they might be in smaller print or less obvious locations.
Always take a moment to scan for these indicators, as they signal a sponsor pays for the content.
2. Promotional Tone and Language
Sponsored content often employs a distinctly promotional tone followed by a redirect URL. This type of content typically emphasizes the positive aspects of a product or service, often using superlative language like “the best,” “must-have,” “revolutionary,” and “life-changing.”
If the content seems overly enthusiastic or lacks balance in portraying a product or service, it might be a sign that it’s sponsored.
This type of language is crafted to persuade the reader to take a specific action, such as purchasing or visiting a website.
3. Focus on a Specific Product or Brand
If an article or video heavily focuses on a single product, brand, or service, it’s a strong indicator that it might be sponsored.
While genuine reviews and editorial content often compare multiple products or provide a balanced perspective, sponsored content usually spotlights one brand, highlighting its features and benefits extensively.
The focus will be on creating a positive image of the product, with little mention of alternatives.
4. Lack of Critical Analysis
Sponsored content often lacks critical analysis or any mention of drawbacks. Unlike unbiased editorial pieces that aim to provide a comprehensive view, sponsored materials tend to gloss over any potential negatives to maintain a positive narrative.
If you find that the content is overwhelmingly positive without offering a balanced view, it might be because the piece is sponsored and the creator is being compensated to keep the messaging favorable.
5. Unusual Placement or Context
Consider the context in which the content appears. If you find an article about the health benefits of a particular supplement on a technology website, it might seem out of place and could indicate sponsorship.
Sponsored content sometimes appears in sections that don’t naturally align with the subject matter, so it’s worth questioning why the content is featured in that context. Additionally, if the content appears alongside numerous advertisements for the same product or brand, it might be a sign that it’s sponsored.
6. Author Credentials and Affiliations
Examine the credentials and affiliations of the author. If the author is connected to the product or brand being promoted, the content is likely sponsored. Look for an “about the author” section, which might reveal a direct connection to the brand or a marketing agency.
Sponsored content is often created by people who have a vested interest in the product or brand’s success, so understanding who is behind the message can provide important context.
7. Visual Cues and Formatting
Sponsored content often includes visual elements that align with the brand’s identity. This might include brand logos, distinctive color schemes, or specific formatting styles.
At AgilePR, we rely on our deep blue and white colors and continuously use them to promote ourselves. We’ve learned this of course from other brands who’ve been doing this for ages.
The content might also feature high-quality images, videos, or graphics designed to promote the product.
Pay attention to how the visuals align with the message; if they seem polished and professionally produced, they might be part of a coordinated marketing effort.
8. Check URLs and Anchors
Sponsored content typically includes direct links to purchase the product or learn more about the service. These links are strategically placed to drive traffic to the sponsor’s website or e-commerce platform.
The most obvious are the multiple calls to action, such as “Buy Now,” “Learn More,” or “Visit Our Site.”
The presence of these links indicates that the primary goal of the content is to lead the reader to a specific outcome, usually a purchase or further engagement with the brand.
However when scrolling over a text with a URL, here are a few tips with examples to help you identify suspicious redirects that are more or less trying to sponsor something.
Affiliate Tags: URLs may contain affiliate identifiers or tracking codes. These are often alphanumeric strings that don’t seem relevant to the article topic.
- Example:
example.com/product-review?affid=123XYZ
Tracking Parameters: URLs with extra query parameters like utm_source, utm_medium, or similar identifiers might be tracking engagement for marketing purposes.
- Example:
example.com/article?utm_source=brand&utm_medium=paid
URL Shorteners: Shortened URLs (like bit.ly, goo.gl, etc.) may redirect to sponsored content. While not always indicative, they often link to promotions.
- Example:
bit.ly/XYZ123
9. Unfamiliar Publication Sources
Be cautious when consuming content from unfamiliar websites or blogs. While many independent creators produce high-quality, unbiased content, lesser-known sources are often more likely to publish sponsored material without clear disclosures.
Always verify the credibility of the publication by checking its reputation and previous content.
Reliable publications typically have established guidelines for disclosing sponsored content, while less reputable sites might not adhere to the same standards.
10. Repetition Across Multiple Platforms
If you notice the same promotional content appearing across various platforms or influencers simultaneously, it’s likely part of a coordinated marketing campaign. These can be social media posts, paid ads on search engines, or short content in videos that pop-up.
Brands often collaborate with multiple creators to A/B test the best outreach platform, so seeing the same content repeatedly in a short time frame can indicate sponsorship.
This consistency across channels can signal that the content is part of a strategic advertising effort rather than organic or editorial content.
Conclusion
Being able to identify sponsored content empowers you to make informed decisions about the information you consume. Sponsored content proposes no harm on its own unless used for misinformation or creating biased opinions.
By looking for clear disclosures, recognizing promotional language, and understanding the context and presentation of the content, you can discern whether the material is unbiased or driven by commercial interests.
Staying aware and critical of the content you encounter helps you navigate the digital landscape more effectively, allowing you to separate genuine insights from marketing messages and even avoiding disappointing purchases.
If you need help creating sponsored or branded content, sign up for our page. Now this is what real self-promotion is all about!!!
