Sponsored blogposts and advertorial – can we take them seriously?

“What difference does the word ‘honest’ make to this sponsored post?” writes my good friend and highly successful business leader Jenny H. Actually, to save you time, I can reveal that it’s a glowing review (what a surprise) so the ‘honest’ bit is just a little bit of clickbait. Would it work on you? Be honest!”

The sponsored post in question had been shared on social media with the rather unwise headline of My Honest Review Of (name of product.)

Sponsored blogposts - can we take them seriously?

Would you trust a product review that’s themed like this?

This was classic “advertorial” – text written in an editorial style that does anything from provide you with a reasonable – if favorable – view of a product, service, place, etc., to being nothing more than pure, and rather amateurish ad copy, written in a vaguely editorial but hardly credible style. [Read more…]

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