A sponsored post, also referred to as a promoted post, is a post to any community-driven notification-oriented website that is specifically sponsored as an advertisement by a particular company in order to gain significant popularity by using user promotion and moderation to the site's busiest or most popular page. Several community-driven, ad-supported websites have adopted the approach as an addition to, a replacement for, or an improvement over conventional pay-per-click ad formats like web banners, text, and rich media. Digg, Reddit, Twitter, and Instagram are among the websites and services that use sponsored posts.
"Sponsored posts," as they were defined by Mutum and Wang (2010) with reference to the context of blogs, are "promoted blog entries or posts that contain links that point to the home page or specific product pages of the sponsor's website for which the blogger receives compensation in the form of money, products, services, or in other ways." They are also known as sponsored reviews or compensated postings.
Sponsored postings can also be used as a way to prevent businesses from paying people to moderate links or other media that users submit to the website's home page, which frequently breaches the letter or spirit of the Terms of Service.
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