Methods of turning advertising into concrete results often take many forms, some of which are more discreet and difficult to identify at first glance. Among them is native advertising, which we will talk about today. Based on the natural integration into the platform used, this type of advertising represents a more non-intrusive way of reaching the target groups. Similar to organic content, which is present on the chosen platform, native advertising adapts to the requirements and characteristics of the platform on which it appears, in order to be able to communicate with the desired audience in a more direct way.
Native advertising solves the needs of both the owners of these platforms and the clients and agencies who want to reach a well-defined audience. Molding according to the structure of the pages where they are placed, these ads will not stand out as strongly, but will be integrated as a component of the page.
The ads or elements chosen are always assimilated both in the format of the platform and in its concept, being created precisely to match the platform and not to create a major discrepancy. Regardless of the form of this type of advertising (special filters, articles, ads), native advertising has a value similar to that held by an organic search, resembling the original content of the platform.
Due to its subtlety and distinctiveness, native advertising has begun to be used more and more frequently, precisely because of its ability to “camouflage” itself and act as a strong point of the platforms where it appears.
The most common example of this type of advertising are sponsored articles, which appear on various news websites or even on dedicated blog pages. Ads and advertisements commonly found on social media platforms are also part of the category of native advertising, helping to convey the message to the target audience in the most relevant way. They naturally blend with the rest of the organic content that appears in the user’s feed, but they are paid.
As mentioned before, another type of native advertising is the filters specially created for platforms such as Instagram, Facebook or TikTok. By attracting and capturing the attention of the desired audience in a distinct manner, they naturally arouse curiosity. Moreover, being relevant to the platform and fully integrating into it, filters are a perfect way to communicate differently. They demonstrate that native advertising should not be limited to ads and ads, thus constituting an effective way to interact and connect with users.
One of the examples of this form of native advertising is the filter dedicated to the animated series Sponge Bob by Nickelodeon, through which each user was invited to discover the character with which he identifies. For the premiere of the acclaimed series Stranger Things, Netflix partnered with Spotify to create various playlists that reflect the personality of their characters, combined with the distinct tastes of other users. Based on previous preferences, the playlists managed to become some of the most discussed and shared experiences, distinguishing themselves by their unique style of approaching the promotion of both the series and the Spotify music platform.
In the sphere of communication platforms such as Twitter, hashtags have become a great way to start a trend and encourage user engagement. Generating open discussions and a word of mouth that is difficult to ignore, this type of native advertising fits perfectly with the specific criteria of the Twitter platform.
Younger generations can enjoy new trends on TikTok such as specially created songs, dances or small games, which encourage communication about the desired brand or product and are distinguished from classic advertisements that can become irritating. Collaborating with various influencers is also a tactic often used to reach niche groups in a warm and friendly manner. In addition to this, the challenges and filters created specifically for TikTok have a significant impact, due to the huge number of users (about a billion) who interact with this type of advertising.
In conclusion, native advertising applies the concept of placing ads in a different, organic, and equally relevant context to the desired audience. By integrating into the platform in which it appears, it has the ability to initiate communication and interaction with target groups in an organic and natural manner.
If you want to discover the benefits of this type of advertising or grow your business using the online environment, we are always waiting for you to have a discussion on our Facebook, Instagram and LinkedIn pages.
