Deal types and terms
Sponsored post
A sponsored post is a single piece of content a creator publishes to their own audience in exchange for payment, and which must be disclosed as an advert.
Also called paid post, branded content.
Pricing is normally quoted per post and per platform, because the effort and the shelf life differ. A long-form video takes days to make and is discoverable for years, while a story frame takes an hour and disappears in 24, and rates reflect that gap.
Disclosure is not optional. A sponsored post has to be identifiable as advertising to someone scrolling past, which in practice means a clear label at the start rather than a hashtag buried at the end.
Related terms
- FTC disclosure
- FTC disclosure is the requirement in the United States that a creator clearly reveals any material connection to a brand, such as payment, free product, or commission, when endorsing it. Disclosure must be clear, prominent, and hard to miss.
- Paid partnership label
- The paid partnership label is the built-in disclosure tool on platforms such as Instagram and TikTok, which displays a standard notice above a post identifying the brand that paid for it.
- Deliverable
- A deliverable is a single specified piece of content a creator has agreed to produce, such as one feed post, a set of three story frames, or a 60-second video.
- Rate card
- A rate card is a creator's published list of prices by deliverable, for example a set fee for a feed post, a story series, or a long-form video.
Distinct is the workspace where brands and creators run the work behind these terms. For brands, for creators, or back to the full glossary.