Nestlé Is Turning Social Posts into Advertisements

Marketing & Digital Innovation

Nestlé recently revealed that it uses advanced digital platforms that continuously track original content created by influencers and content creators and repurpose selected posts as paid advertisements.

How does the process work?

Potential posts are ranked, creator approval is obtained, content is adapted where needed, the post is distributed as an official advertisement, and payment to the creator is arranged.

Nestlé is investing in these platforms due to the growing importance of young content creators who generate digital content perceived as more authentic and original than traditional advertising.

Marketing Dive Magazine, April 30, 2026 | Read more