Paid partnership

On social media, a paid partnership is a collaborative agreement between a brand and a content creator—commonly called an influencer. In this setup, the brand compensates the creator to promote or endorse it. This method is highly effective for brands looking to boost their visibility, engagement, and sales. To achieve the desired results, brands must regularly vet the influencer to ensure the content consistently aligns with the brand’s principles and values. This partnership should not be confused for the role of a brand ambassador. While ambassadors do promote a brand, they are not always responsible for creating content.