What is sponcon, and should your brand be doing it?

Here’s everything you need to know about sponcon, from tips on working with content creators to examples of successful campaigns. Sponcon, otherwise known as sponsored content, is a form of influencer marketing in which brands pay creators to make and promote content that features their brand.
Sponcon might look like a makeup artist receiving an eyeshadow palette in exchange for posting about a beauty brand, a travel blogger being paid to highlight a clothing brand’s hiking jacket or a chef being paid to use a certain ingredient in a recipe video. Sponcon comes in all shapes and sizes, and the more creative you are, the better.