Social Media Sponsorship Common

September 21, 2010

Social media publishers frequently incentivize their social media activities through advertisement, sponsorship or affiliate programs, according to a new study by Izea.

As defined by Izea, social media sponsorship is the practice of providing compensation to a social media publisher in exchange for mention, promotion or review. Compensation can be in the form of cash or non-cash incentives.

Social Media Compensation Widely Practiced, Accepted
“The State of Social Media Sponsorships” indicates more than half (56.2%) of social media publishers monetize their social media activities through advertisement, sponsorship or affiliate programs. Another 32.1% would like to, and only 11.6% don’t want to.

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In addition, more than half (53.2%) of social media publishers have accepted monetary compensation for sponsored content, and another 34.2% would. Of the remaining approximately 12% of social media publishers who have not and would not accept monetary compensation for sponsored content, 70.5% said they would accept a free car for a year.

More than seven in 10 (71.3%) social media publishers say they have been approached with cash, free products, discounts or other compensation in exchange for a social media promotion.

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Publishers Most Open to Blog Posts
Blog posts are the most accepted form of sponsored content by publishers, with about 95% either having done (64.3%) or willing (30.4%) to do them. While the fewest publishers have done sponsored photos (16.3%), the most are willing to do them (64.6%).

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Even the lowest-ranked form of sponsored content in the survey, videos, has a combined approval rating of almost 74%.

Money Talks
Social media publishers show a clear preference for cash compensation, with 71% preferring it, 26.9% accepting it, and only 2.1% disliking it. While a high percentage of social media publishers accept free products (69.3%), only 25.4% prefer them.

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Discounts/coupons are by far the least popular form of compensation, with a 9% preference rate and 49.2% acceptance rate. More than four in 10 social media publishers (41.8%) dislike them.

Bloggers Expect More, Tweeters Get More
On average, bloggers think a sponsored post is worth $179, while tweeters think a sponsored tweet is worth $124. In reality, Twitter users earn 298% more from social media sponsorships in their blogs than non-Twitter users.

Twitter Followers Top Brand Purchasers
Results from a recent ExactTarget study indicate that 37% of Twitter followers are more likely to purchase a brand after becoming a follower, compared to 27% of email subscribers and only 17% of Facebook fans.

About the Data: Izea gathered data from 2,890 respondents, including those who indicated they were a blogger, tweeter or other social media publisher.

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