| 词条 | Draft:Sponsored Content | |
| 释义 |
See Markup for how to mark section headings. Section headings are delimited by equal signs (=), which are used to construct the table of contents of a page. - It is not necessary or useful to put the headings in bold face. Robert McClenon (talk) 17:57, 15 December 2018 (UTC)}} Sponsored ContentSee also, Native Advertising Sponsored content is a type of online advertising, in which a third party management company or a brand company's personal relations and promotional activities team reaches out to popular third party content producers on social media, often independent, deemed "influencers" in an attempt to promote a product. Often quoted as the predecessor to traditional sponsored advertising; which would instead be featuring celebrities, sponsored content has notably become more and more popular on social media platforms in recent years likely due to their cost-effectiveness and time efficiency. A technique often used in traditional sponsored advertising is direct and indirect product placement (embedded marketing). Instead of embedded marketing's technique of placing the product within the content, in native marketing the product and content are merged, and in sponsored content the product, content and active promotion occurs simultaneously. Unlike Native Advertising, Sponsored content alludes to requiring transparency and thrives on the concept of preexisting and/or built up trust between consumer and content producer rather than creating a masked net impression, which is a reasonable consumer’s understanding of an advertisement. The underlying motives of sponsored content, however, is similar to that of native advertising- which is to inhibit a consumers' ad recognition by blending the ad into the native content of the platform, making many consumers unaware they are looking at an ad to begin with. The sponsored content on social media, like any other type of native advertising, can be difficult to be properly identified by the Federal Trade Commission because of their rather ambiguous nature. Native advertising frequently bypasses this net impression standard, which makes them problematic.[1] CategoriesSponsored VideosSponsored videos involve the content producer/influencer including or mentioning the service/product for a particular amount of time within their video. This type of sponsorship is evident across all genres and levels of production regarding video content. There is a history of trouble between content producers and their transparency of sponsors regarding endorsement guidelines set by the Federal Trades Commission.[2] Most sponsored videos include a brief or a contract and can vary from client to client and affects the nature of promotion of the product as well as specific requirements such as length of the promotion period. Notable companies involved in this trade include audible, squarespace and vanity planet. [3][4] Sponsored Social Media PostsSponsored social media posts are usually comprised of the content producer/influencer including or mentioning the service/product for a particular amount of time within a single or series of social media posts. Most sponsored posts include a brief or a contract and can vary from client to client. Notable companies involved in this trade include fit-tea, sugar bear hair and various watch brands.[5] Collaborative ContentCollaborative content has become more prominent on video platforms and social media in recent years. Content producers/influencers are usually contacted by companies for their creative input and voice in the makings of a product or provided with a discount code to gain a percentage of the profits after consumers incorporate the code as a part their purchase. Collaborative content may also include a brief or a contract and can vary from client to client- however, there is a degree of flexibility as the finished product is supposedly a representation of the content producer. Notable companies involved in this trade include colourpop and MAC cosmetics.[6] Social Media Platforms with Sponsored ContentSponsored content can be found on several platforms with varying levels in production value of the finished product.
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