It's widely accepted that sponsored content is a part of social media now. Not only do we see ads inserted into our streams by Facebook, Instagram, and other social media platforms, but we also see influencers sharing sponsored content with their followers in increasing numbers.
However, just because we accept that sponsored content is a part of our social media experience doesn't mean that it can't be really irritating when done wrong. I've seen plenty of sponsored content that has made me cringe, and I'll admit I've made my fair share of mistakes along the way, too.
Here are five tips on how to share sponsored content across your social media channels in a responsible manner that won't annoy your followers.
Disclosure is a must.
This is the golden rule of social media and blogging: If your post is sponsored, you must disclose, and preferably right at the beginning of a post. Many don't like reading something only to find out at the end that it was sponsored content.
The internet-savvy have learned to interpret content differently depending on if it's sponsored or not. This doesn't mean that your followers will skip over anything with #ad at the beginning, but it does give them the choice to do so, and it also sets up expectations for the sponsored content they're about to view.
Disclosure is a must to keep your followers happy, your sponsor happy, and the FTC happy. Otherwise, you might be making some lawyers very happy.
Remember your own voice, and use it.
I took an informal poll of bloggers and non-bloggers, and nearly all agreed that sponsored content is best appreciated when it's in your own voice. Think about it: Would you rather read sterile messages supplied by a marketing pro or something an influencer wrote that fits with her other content?
Most sponsored content allows for some creativity along with the elements that must be included. If you tend to write humorous tweets, then your sponsored tweets should fit that same voice.
And more importantly, if you can't find a way to make your voice and content fit with a particular sponsor, it's okay to pass on the job. Make sure you're still shining through your social media content, sponsored or not.
Don't overshare.
Do you ever see the same commercial over and over when watching a TV program and find it annoying? The same principal holds for sharing sponsored content.
Measured frequency in sponsored content sharing is the difference between your followers acknowledging your sponsored content and your followers unfollowing you quickly.
I expect to see sponsored content in my streams. But seeing seven sponsored Facebook posts out of ten within a day from a single friend is just too much.
Your followers should understand that you promote sponsored content on your social media channels, but they shouldn't have to tolerate seeing multiple updates for the same content in a short period of time.
If you have a window of time to promote a post or share sponsored messages, take the time to schedule those social shares using a service like Hootsuite so you don't find yourself oversharing at the end to get in all of your required touts.
Pay attention to the news.
This is a simple one: When there's breaking news of a large-scale tragedy, do not use your social media accounts for sharing sponsored posts. No one wants to see a tweet about how much you love your X Brand headphones when something horrible has happened, and that post can be interpreted as insensitive.
Not sure how to tell when it's appropriate? If the national network TV stations interrupt regular programming to discuss a tragic event for longer than 15-30 minutes, it's probably a good idea to pause any scheduled sponsored posts for at least the remainder of that day. Local events may require discretion, as well.
Don't neglect your other content.
It's easy to become so busy working with sponsors and sharing sponsored posts that you forget about your other content. Your followers want to follow you because they like what you share, and that's especially true of your non-sponsored content.
A good parallel to this is TV programming. Television programming has a balance between the actual programs and the commercials shown every so often during the program. You can't neglect the program itself in favor of the advertisements, or it becomes little more than an infomercial. Remember to nurture your non-sponsored social media updates so you don't become an infomercial.
What other tips do you have for sharing sponsored content responsibly?
Christina has been blogging for 10 years at A Mommy Story, where she writes about parenting two strong-willed girls, special-needs, education, travel, Disney, and running.
No comments:
Post a Comment