Native advertising is a form of online marketing that blends in with the content and format of the platform where it appears. Unlike traditional ads that interrupt or distract users, native ads aim to provide value and relevance to the audience. In this article, you will learn how you can use native advertising to improve user engagement in the context of digital strategy.
User engagement is the degree of interaction and involvement that users have with your brand, product, or service online. It can be measured by various indicators, such as time spent, page views, clicks, comments, shares, conversions, and retention. User engagement matters because it reflects how well you meet the needs and expectations of your audience, how loyal and satisfied they are, and how likely they are to recommend you to others. User engagement also affects your ranking, visibility, and reputation on search engines and social media platforms.
Content is made for humans, not for click bots. One way to know that your content is the right fit for the intended market, is to see organic visitors engage with it in a qualitative manner.
Native advertising works by matching the style, tone, and topic of the content that users are already consuming on a specific platform. For example, a native ad on a news website might look like an editorial article, a native ad on a social media platform might look like a sponsored post, and a native ad on a video platform might look like a recommended clip. Native advertising works by attracting users' attention without disrupting their experience, by providing useful or entertaining information that matches their interests, and by encouraging them to take action or learn more.
Native advertising is seen as a black hole in the budget for many SME's - and is often more suited for big brands who will not question a spillage on large budgets. Earned media by contrast, is what brands should figure out - because that often ends up in the same feed as native paid content.
Native advertising works by seamlessly integrating paid advertisements into the content and design of a platform or website, making them appear as if they belong there naturally. These ads match the look, feel, and function of the media format in which they appear, such as websites, social media feeds, or search results. They can be in the form of recommended content, sponsored posts, or promoted listings. By blending in with the surrounding content, native ads are less disruptive to the user's experience and are more likely to be noticed and engaged with.
Native advertising can offer several benefits for user engagement, such as increasing trust and credibility, boosting awareness and reach, and enhancing retention and loyalty. Users tend to perceive native ads as more authentic and trustworthy than traditional ads, which can enhance your brand image. Additionally, they are less intrusive and more relevant, so users are more likely to notice and click on them. This increases your exposure and traffic, helping you reach new or niche audiences. Native ads also tend to be more engaging and appealing, so users are more likely to interact with them. This can improve your retention and loyalty rates, fostering long-term relationships with your audience.
Don't forget to ask for an opinion on what they just read, agree or disagree is a simple way to ask for engagement. Also, leave your comment or opinion below works, too.
Native advertising offers several benefits for user engagement. Firstly, it provides a user-friendly experience by seamlessly blending with the content viewers consume .This integration fosters a sense of trust and credibility, which can help build brand awareness
To create effective native ads that improve user engagement, you should begin by researching your target market. Understand their needs, preferences, pain points, and goals to craft personalized messages and offers that resonate with them. Select the platform that best suits your objectives, budget, and audience. Make sure your ad provides value and quality to the users with clear headlines, compelling copy, and attractive visuals. Include a clear call to action that motivates users to take the next step. Monitor and measure the performance of your native ads with metrics such as impressions, clicks, conversions, engagement, and feedback. Analyze the results and test different variations of your ad to optimize it based on the data and feedback. This will help you improve user engagement.
To inspire you, here are some examples of native advertising that can improve user engagement. BuzzFeed is a popular online platform that produces viral and engaging content on various topics, such as entertainment, lifestyle, news, and culture. It partners with brands to create native ads that look like its regular articles, quizzes, videos, and podcasts but with a sponsored label. Instagram is a social media platform that allows users to share and discover photos and videos on various topics. It offers brands the opportunity to create native ads that look like its regular posts or stories but with a sponsored label. Spotify is a music streaming platform that allows users to listen to and discover songs, podcasts, and playlists on various genres, moods, and occasions. It enables brands to create native ads that match the user's listening preferences and habits. All of these native ads appeal to the audience's curiosity, humor, and emotions; showcase the brand's products or services in a visually appealing and creative way; and encourage users to explore, subscribe, or download.
It involves creating content that seamlessly integrates with the user's browsing experience, making it feel less like an ad and more like a natural part of the content they enjoy. By aligning the ad's style and tone with the platform it appears on, users are more likely to engage with it. Tailoring content to be relevant and interesting to the target audience increases the likelihood of capturing their attention and interest. Incorporating interactive elements, such as quizzes or polls, within native ads can also boost engagement by inviting active participation. Also, ensure the native ad provides value - whether informative, entertaining, or educational - encourages users to engage more deeply with the content, enhancing their experience.