A viewing user is provided with sponsored story units when accessing content associated with a social networking system. The sponsored story units include a sponsored story describing an interaction and one or more related posts. The sponsored story may describe an action of another user connected to the viewing user who has interacted with a social networking object. The one or more related posts may include content associated with the social networking object involved in the interaction described by the sponsored story. The sponsored story unit can optionally include an input element with which the viewing user can interact. The information received from the viewing user via the input element can be used to generate additional sponsored story units to the viewing user's friends.