What is an Advertorial?
An advertorial is a paid advertisement designed to look and read like editorial content. The word combines "advertisement" + "editorial." It shows up in newspapers, magazines, websites, and social media as what appears to be a regular article, but it's paid promotional content.
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Start your free trialKey difference from regular ads: An advertorial provides genuine value (information, entertainment, education) while promoting a product or service. A regular ad just promotes.
Advertorial vs Other Content Types
Advertorial vs Native Ad: These terms are often used interchangeably. Technically, an advertorial is a type of native ad that specifically mimics article format, while native ads can take other forms like sponsored social posts or recommended content widgets.
What must every advertorial legally include?
How Advertorials Work
- A brand pays a publisher (newspaper, magazine, website) to create or host content
- The content is written to match the publisher's editorial style and format
- The article provides real value, educational info, a story, or useful tips
- The brand/product is woven in as the solution or recommendation
- Disclosure is required, labeled as "Sponsored," "Paid Post," "Advertisement," or "Promoted"
Advertorial Examples
Print Advertorial
A skincare company pays a health magazine to publish "5 Dermatologist-Approved Ways to Reduce Wrinkles." The article offers genuine skincare tips, with the company's products recommended as specific solutions. It's labeled "Sponsored Content" at the top.
Digital Advertorial
A SaaS company sponsors an article on a business website: "How to Save 10 Hours Per Week on Social Media Management." The article gives real time-saving tips, with the company's scheduling tool featured as the primary recommendation. Labeled "Paid Partnership."
Social Media Advertorial
An influencer creates a detailed Instagram carousel about "Morning Routine for Productivity" that naturally features a coffee brand's product. Tagged with #ad or "Paid Partnership." This format is closely related to branded content on Facebook, where creators tag brand partners directly in their posts.
How to Write an Effective Advertorial
1. Lead With Value, Not the Pitch
The reader should get useful information even if they never buy your product. If the content only works as a sales pitch, it's a bad advertorial.
2. Match the Publisher's Style
Write in the same tone, format, and structure as the publisher's regular articles. If their articles use short paragraphs and subheadings, yours should too. For practical tips on writing persuasive copy that reads naturally, see our social media copywriting tips.
3. Use a Compelling Headline
Write a headline that would work as a regular article. "5 Ways to Fix Your Social Media Strategy" works. "Buy Our Amazing Social Media Tool" doesn't.
4. Integrate the Product Naturally
Introduce your product as a solution within the content, not as the focus. The ratio should be roughly 80% value, 20% product mention.
5. Include a Clear CTA
End with a specific call to action: visit a page, try a free tool, download a guide, or sign up for a trial.
6. Always Disclose
Label it clearly. FTC guidelines require advertorials to be distinguishable from editorial content. Use "Sponsored," "Paid Post," or "Advertisement."
What should the ratio of value to product promotion be in an advertorial?
Pros and Cons of Advertorials
Pros
- Higher engagement than display ads (people actually read them)
- Build trust through valuable content
- Bypass ad blockers (native content format)
- Borrow credibility from the publisher
- Better at explaining complex products
Cons
- More expensive to produce than standard ads
- Risk of backlash if disclosure is unclear
- Takes time to create quality content
- Performance is harder to track than digital ads
- Publisher controls final editorial decisions
FTC Disclosure Requirements
The Federal Trade Commission requires advertorials to be clearly identifiable as paid content.
- Label visibly: Use "Advertisement," "Sponsored," "Paid Post," or similar
- Place the label prominently: Top of the article, not buried at the bottom
- Use clear language: "Sponsored Content" is clear. "Partner Insights" is vague
- Distinguish visually: Different font, background color, or border to separate from editorial
- Social media: Use platform disclosure tools (#ad, Paid Partnership labels)
Disclosure requirements also apply to influencer partnerships beyond advertorials. Our influencer collaboration guide covers FTC compliance for sponsored content in detail.
Penalties for non-disclosure: The FTC can issue fines and require corrective advertising.
Advertorial Pricing
FAQ
Are advertorials ethical? Yes, when properly disclosed. The ethical issue only arises when advertorials are disguised as independent editorial content without disclosure.
Do advertorials work? Advertorials typically generate higher engagement than display ads because readers consume them as content rather than skipping past them. They're especially effective for complex products that need explanation.
What's the difference between an advertorial and a sponsored post? They're very similar. "Advertorial" traditionally refers to print-style article content. "Sponsored post" is more commonly used for social media and digital content. Both are paid promotional content that mimics editorial.
How long should an advertorial be? Match the publisher's typical article length. For most digital publications, 800–1,500 words. For print, 500–1,000 words.