Companies usually have to pay to advertise on social media channels, and they’re pretty good at making their ads look like regular posts. However, there are guidelines in place meaning that such ads have to be clearly labelled as such. So, you see things like ‘sponsored content’ on a post in your timeline. Similarly, ‘influencers’ will often post videos/posts about products they’re paid to advertise, and they have to declare if this is the case.