You can think of Promoted Posts as the native ads or sponsored content of the social media world. Native advertising is advertising that matches the form or function of the content on the site or media on which it appears, according to the Native Advertising Institute. For example, sponsored content that appears on the “NY Times” website looks like other articles or blog posts on the “Times'” site.
A Promoted Post on Facebook looks just like any other post that might appear in a person’s newsfeed. Per the FTC’s guidelines, a promoted post should be labeled as “sponsored,” so that people can quickly tell that it’s an ad, even though it looks like other posts on their newsfeed.