The Dos and Don’ts of Sponsored Content: A Guide for Influencers

Sponsored content is a whole new world of opportunity, isn’t it? You’ve built your audience, and now brands are reaching out, offering to pay you to promote their products. It sounds like the dream! But here’s the thing: sponsored content is a delicate balancing act. You want to create campaigns that are not only true to your voice but also aligned with your audience’s interests and expectations. At the same time, you have to deliver on what the brand is looking for.

Whether you're just getting started with sponsored content or want to ensure you're nailing those collaborations every time, this guide will help you navigate the dos and don’ts of sponsored content as an influencer. Let's make sure your campaigns feel genuine, deliver value, and—most importantly—keep your audience engaged.

Do: Stay Authentic to Your Brand

This might sound cliché, but authenticity is everything when it comes to sponsored content. Your followers trust you because you’ve shown them who you are and what you stand for. They’ve stuck around because they enjoy your personality and the content you create. The second you start sharing products or services that don’t align with your brand, people will notice—and not in a good way.

A quick example: I remember the first time I turned down a brand deal because it just didn’t sit right with me. It was a great offer, but it was for a product that I personally didn’t love, and I knew my audience wouldn’t either. It felt weird to turn down the money, but in the long run, it was the right call. My audience never had to question my intentions, and I kept that trust. Staying true to your voice and values will always pay off, even if it means saying no to certain partnerships.

Tip: Ask yourself, “Would I recommend this product even if I wasn’t being paid?” If the answer is no, that’s a clear sign it’s not a good fit.

Don’t: Overload Your Feed with Sponsored Content

Yes, sponsored content is exciting. Yes, it’s a way to make money. But if your feed starts to feel like one long commercial, you risk alienating your audience. People come to your page for your unique perspective, your life, and the creative content that you create. If every other post is an ad, it’s easy for followers to feel like they’re being “sold to” rather than engaged.

Think of it this way: Would you watch a TV show if every episode was 75% ads? Probably not. The same goes for your content. Sponsored content should feel like a natural extension of your brand, not a takeover of it.

Tip: Aim for balance. A good rule of thumb is to keep sponsored posts at around 20% of your overall content. That way, your audience is still getting plenty of the organic, valuable content they love.

Do: Clearly Disclose Sponsored Content

Let’s get this out of the way—transparency is not optional. According to the FTC, you need to clearly disclose when you’re being paid to promote a product or service. But beyond the legal requirements, it’s about maintaining trust with your audience. People appreciate honesty, and if they feel like you're trying to hide the fact that you’re being paid for a post, they’ll quickly lose confidence in your recommendations.

An anecdote for you: Back when I was just starting out, I saw influencers dodging disclosure and not being upfront about paid partnerships. I’ll admit, there was a moment when I wondered, “Should I do the same?” But I quickly realized that honesty is what makes my audience stick around. It’s not just about following the rules; it’s about showing people that they can trust me, whether I’m being paid or not.

Tip: Make sure to ask the brand if they have any specific ideas on disclosures. If not, #ad or #sponsored are the typical go-to. Your audience will appreciate the honesty, and it’ll help build a long-term relationship based on trust.

Don’t: Create Content That Feels Forced

One of the biggest mistakes influencers make is producing sponsored content that feels awkward or out of place. It’s easy to fall into the trap of trying to fulfill the brand’s requirements without thinking about how it fits your usual style. But if your sponsored post feels stiff or scripted, your audience will pick up on it—and they’ll tune out fast.

Remember, the best sponsored content feels like a natural part of your feed. It should match the tone, style, and vibe of your organic posts. This is where your creativity comes in! Think about how you can tell a story around the product or service, how it fits into your life, and why your audience should care.

Tip: Don’t just think of it as checking off a brand’s list of deliverables. Think about how you can infuse the content with your unique voice. If you’re a lifestyle influencer, show the product in your daily routine. If you’re a fashion influencer, style it in a way that fits your aesthetic.

Do: Overdeliver on Value

When you enter a sponsored partnership, your goal should always be to deliver more than what’s expected. Overdelivering will not only impress the brand but also keep your audience engaged. Maybe the brand asked for one Instagram post, but you surprise them with a few stories, a behind-the-scenes reel, or an extra blog post that ties into the product. Those little extras can go a long way in building long-term relationships with brands.

From my own experience, going the extra mile has paid off in so many ways. There’s one home goods brand I worked with early on, and they were thrilled when I created additional stories featuring their product in different areas of my home. I didn’t have to do it, but it showed that I cared about the partnership. That led to more projects down the line, and we’re still working together to this day.

Tip: Think about how you can add value without overwhelming yourself. Small, thoughtful gestures—like replying to followers’ questions about the product or creating an Instagram highlight reel for the campaign—can make a big impact.

Don’t: Forget to Analyze Your Campaign Performance

Once your sponsored content is live, your work isn’t over yet! One of the most important aspects of any campaign is analyzing its performance. Brands will appreciate it if you can provide them with detailed insights—how many people viewed the post, how many engaged, and what kind of feedback you received.

This step is essential because it allows you to reflect on what worked and what didn’t. Did the content resonate with your audience? Was there a particular post format that led to more engagement? By understanding the numbers, you can improve future collaborations and show brands that you’re serious about delivering results.

Tip: Make it a habit to track the performance of every sponsored post. Platforms like Instagram and TikTok provide insights, so be sure to check those metrics regularly. Share them with the brand in a report to showcase your professionalism and attention to detail.

Creating successful sponsored content isn’t just about landing the deal—it’s about executing it in a way that feels genuine and valuable for both the brand and your audience. By staying true to your voice, being transparent, and going the extra mile, you’ll not only create content that resonates but also build lasting relationships with brands.

Sponsored content doesn’t have to feel awkward or forced. When done right, it’s an extension of the work you’re already passionate about—and your followers will see that too.

Now go out there, make your next sponsored campaign a hit, and remember: You’ve got this!