Native advertising: features, types, advantages

Native advertising - what is it in simple words?

Native advertising - is an advertising format that looks and is perceived as a regular content of the site. It does not get out of the general style, harmoniously fits into articles, videos or social networks, thanks to which it does not irritate users. This approach makes advertising more natural and useful, which means that it is more willing to read, watch and remember.

Unlike traditional advertising, which need to be labeledIn addition, the native materials do not disrupt the perception of content and do not irritate the audience, but rather complement the information field of the site. Research in the field of marketing shows that this format contributes to higher user engagement and better memorization of the advertising message, as consumers perceive it as a natural part of the media environment.

Unlike banners and direct ads, native integrations look natural: they match the style, format and theme of the platform on which they are placed. As a result, the user perceives them as part of useful or entertaining content, not just another ad that they want to click through.

Peculiarities of native advertising and differences from other types of advertising

The ads correspond to the interests of the users who visit the site. If a user visits a site with information on gardening, they will be offered seedlings or plant seeds. And not smartphones or other equipment that is not related to the topic. This sales engine is noted for its high efficiency, corresponds to the interests of the user, and sometimes native advertising is part of the article (in the form of an unobtrusive recommendation that will not cause irritation).

Features

• Useful to the user, does not interfere with the study of the site.
• Not used as an overt ad, often taking on an advisory and non-persuasive style, does not scare off potential buyers.
• Most are not dedicated only to the product being promoted. This means that the publication will not only promote the thing being promoted, but also bring practical benefits to the people reading it.

Distinctions

• Does not contain blatant customer enticement (banners, intrusive notifications, spam ads taking up most of the page).
• Has an unobtrusive and helpful nature, information the reader needs. For example: "90% discounts on cosmetics, follow the link, hurry up to buy! Two hours left to go!" - эthen the opposite example of a natural recommendation. And now let's present a comparative review of smartphones. "... We bought these products from the Xiaomi brand. The phones made our daily work easier: shooting video, editing, processing photos"is a type of text for native advertising. It states the specific benefits of the product, but does not explicitly call for a purchase.

Pros and cons of native advertising

Pros

Quality promotion of the article. A small mention in an article can bring much more value than a "cluttered" page consisting of unnecessary information.

• Does not irritate the potential buyer. There is a good chance that after reading the article, he will be interested in the mentioned product.
• Increases the credibility of the company, which should attract interest. Compare the two examples given a little earlier, answer the question, "Which one would you click on? Who would you trust if you had to choose 'from two evils'?"

Minuses

• The high cost of native articles. They, unlike the banner, should not coincide with previously published on the Internet, so you will have to spend time to write a unique text of native advertising (or spend on payment for the work of a copywriter, if you do not have such skills).
• The possibility of "overdoing it" to such an extent that the publication will not differ from spam. There is no need to get carried away, one or two paragraphs are quite enough to interest the buyer, leaving the matter in his hands. Don't be afraid to give choices, don't insist on the importance and necessity of the product. Support with evidence, avoid biased assessments (fast, useful, quality - examples of words that should not be used). If you can't do without them, you should back them up with evidence by pointing out a few handy features.

Native advertising formats

Types of native advertising:

• Social media posts

I'll bet that by leafing through Instagram trend feedHave you come across photos of celebrities with a mug, a drink, a sign, a hidden reference to a brand? This is a beautiful carefully disguised natural recommendation. Surely it didn't irritate you, right? Did it make you buy the drink or go to the restaurant pictured?

When it comes to photography, you should make sure that the product is not in the center of the frame. It will be good if only a small part of it is visible, allowing you to identify the brand being promoted. Create an atmosphere in the photo in which it will not be conspicuous. Potential customers will find it themselves and, interested, purchase it.

• Sponsored or affiliate content

It has become widespread in movies. Do you remember various action movies, dynamic chases and other components of art? And looked at the brutal clothing of movie characters? To the vehicles used? The accessories? You should have, they're overflowing with the words "Buy Me". And the name of the manufacturer, of course, the filmmakers are kind enough to give us. At times, customer logos are filmed in the open, using close-ups and suitable angles. Does this interfere with the viewing experience? Not at all. And they are shown for a few seconds, which will definitely not lead to gagging from the excess of unwanted information.

• Promotional articles on Zen

Zen is quite a popular platform where various posts are posted. Natural promotion is often used here. Authors charge a certain fee for writing a post "customized" for the product. Just a few unassuming mentions are enough to get the proper effect.

• Native posts in Telegram

Algorithms are very similar to the previous one - Zen, so you should be guided by the same rules. Write small texts that will contain a bit of information about the product.

• Video advertising

One of the most popular platforms on which such offers are posted is YouTube. Here is just one example. The author orders a product from Aliexpress, makes a sale on it topical presentationmentioning the seller's store. In return, he receives a discount on the products (or a free batch of goods). The viewers are assured of the product, and the channel owner receives a well-deserved reward.

Recommendations to make native advertising sell

• Do not use a lot of characters. 30-50 words are enough to get a good response from the audience.
• Take into account the limitations of the sites for placement. Read the rules of the project, study them in more detail, so as not to accidentally violate any of them.
• Remember the words of Anton Pavlovich Chekhov: "Brevity is the sister of talent". If you can't get into the recommended number of letters, hire a specialist who will do the work for you. It is better to spend a little more, but get results.

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