Branded content is the platforms’ name for a creator post that a business paid for. The definition is wider than many creators expect. Instagram’s policies treat free or loaned products and affiliate links as an exchange of value that makes a post branded content, and require the paid partnership label on it (Instagram; Instagram). TikTok’s policy requires the commercial content disclosure toggle on branded posts and labels them automatically (TikTok).
TikTok’s policy also restricts what branded content may promote. It lists prohibited categories, including weight-loss products, tobacco and vaping, and pharmaceuticals and healthcare products such as telehealth, and restricted ones, such as vitamin supplements (over-18 audiences in certain markets), alcohol (explicit permission and age limits) and energy drinks (18 and over, no children in the content) (TikTok). A commission deal in those categories has to start by checking the list.
Example. A creator receives a free blender and a 10 % commission code, and posts a smoothie video. No cash changed hands. It is still branded content on both platforms, so the toggle goes on, the brand is tagged, and the creator says “they sent me this and I earn from the code” in the video. Example.
When brands use it. The pain this answers: “Getting a creator’s video live as a Partnership Ad is a mess of downloads and permissions.” All commissioned creator posts are branded content. Brands ask for the label because policy requires it and because, on Meta, the brand partner tag is what lets them run the post as a partnership ad later.
The creator’s view. If a brand gave you anything, the post is branded content. The platform label satisfies the platform; the FTC wants a clear disclosure in the content as well. The two take ten seconds and remove most of the risk in the deal.