Palo Alto, CA–June 26, 2024—Starting today, publishers and brands can use Flipboard’s new Promoted Posts 2.0 to promote articles and videos to people across the platform. These new ad units behave like native content—they are discoverable as people flip through their favorite feeds and now include social actions—allowing brands and publishers to see when people open, like, share, and comment on the content they are promoting. People can also tap on the publisher or brand avatar and follow the profile directly, providing a lift in engagement and followers.

With the new social integration, promoted posts can also be curated (flipped) by people and added to their personal collections (Flipboard Magazines). This curation and social shares by individuals on the platform create a halo effect, extending the reach of promoted content beyond the paid audience. 

“For the first time, brands and publishers promoting their content to readers on Flipboard will have social signals from people who see their ads,” said Claudia Chau, Client Solutions Team Lead at Flipboard. “And, if people are engaging with the story, spending time reading or actively sharing it, the promoted content can gain traction and find a new organic audience on Flipboard.”

Thousands of publishers are already active on Flipboard and can immediately start selecting stories to promote. They can choose from coverage they want to feature, branded content, seasonal collections, and more. Promoted Posts elevate selected stories and leverage the Flipboard Interest Graph to reach people interested in specific topics or trends.

Brands looking to reach new audiences with their content can get started by creating a profile on Flipboard and posting content into their own Flipboard Magazine using the Flipboard bookmarklet or via an RSS feed. Once their content is on the platform, brands simply select the articles or videos they want to promote and the audiences that they want to reach. The Flipboard team works with brands and publishers alike to identify the best set of topics to target so they can reach people interested in their content. 

Promoted Posts look like any other article or video on Flipboard and are labeled ‘Sponsored.’ Brands and publishers can track engagement with the same click-through data they see on any referral link. As users curate stories into their own Magazines and like or comment on content, brands and publishers can see the engagement in their Flipboard mobile app notifications. In addition, social activity is viewable in a publisher or brand’s Flipboard profile analytics and within reporting data provided by the Flipboard Team.

Both publishers and brands that create content have had success finding new, engaged communities on Flipboard. Native ads amplify their media to existing Flipboard audiences as well as new users who may not have discovered the publisher or brand’s content yet. 

Beyond reaching communities currently on Flipboard, brands and publishers are also poised to take advantage of Flipboard’s leadership position in the fediverse, a larger ecosystem of open social networks. Over the months ahead, Flipboard accounts will be accessible by people on other social platforms, like Mastodon and Threads, so the curated stories shared on Flipboard will be able to reach new communities around the world. Learn more about Flipboard’s federation in our Fedi Curious? newsletter.

About Flipboard

Flipboard is the world’s first social magazine where people go for information and inspiration. It is a platform that lets people spend time on their interests, develop deeper understanding of issues, and share the best ideas with others by collecting them into their own Flipboard Magazines. Download Flipboard for free in any app store or visit flipboard.com. Follow Flipboard on Threads, Mastodon and/or Bluesky.

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