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• Objectives and research questionsThis paper defines the specific characteristics of brand placements in social media and the types of placements best adapted to this context. We attempt to fill a gap in the knowledge by asking three main research questions, as follows: What are the defining characteristics of brand placements in social media and how can we distinguish between the different types? What types of placements exist in practice? And finally, how effective is each type of placement? • MethodFour exploratory qualitative studies were carried out. The first involved face-to-face semi-structured interviews with 13 consumers. The second analysed the content of 4 videos published by influencers describing their experiences in terms of placements. The third study involved interviewing 9 influential marketing experts. Finally, an analysis of 906 publications generated by 18 influencers was conducted. • ResultsFour types of brand placement were identified, as follows: explicit e-placement, native e-placement, suggested e-placement and spontaneous e-placement. The study of the effectiveness of these publications revealed that spontaneous e-placement generates an improved engagement rate. • Managerial implicationsThe definition of placement characteristics and the identification of the range of established practices will enable advertisers, agencies and the ARPP to: 1) compare the effectiveness of each type to help make the best possible choice of solutions; 2) develop a resource that will help with the monitoring of competition; 3) identify and control fringe underhand practices. • OriginalityOur study is the first to identify the types of placements that brands can use once influencers have been selected. It identifies placement characteristics that allow managers to structure the design of different placements at a creative level and to make it easier to distinguish between placement types.