7 Across

NYT Mini • September 13, 2025

Many posts by Instagram influencers, informally

Answer:

SPONCON

Hint:

Think of the shortened term for content that’s paid for by brands, often seen with hashtags like #ad or #sponsored.

Explanation:

This clue plays on the informal term "sponcon," short for "sponsored content," which is exactly what Instagram influencers often post. The word blends "sponsor" and "content" to describe ads disguised as regular posts, a common practice in influencer marketing. The clue hints at this by calling out "many posts" and using "informally" to signal the slangy abbreviation.

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General solving tip

When a clue says 'informally,' 'slangily,' or 'casually,' think slang, clipped forms, or texting abbreviations. Try the short casual word you'd use in speech or a message.

More tips → General Hints