Methods of transforming advertising into tangible results often take numerous forms, some of which are more discreet and harder to identify at first glance. Among them is native advertising, which we will discuss today. Based on natural integration into the used platform, this type of advertising represents a more non-intrusive way of reaching target groups. Similar to organic content present on the chosen platform, native advertising adapts to the requirements and characteristics of the platform where it appears, to communicate with the desired audience in a more direct way. 

Native advertising addresses the needs of both the platform owners and the clients and agencies that wish to reach a well-defined audience. Adapting to the structure of the pages where they are placed, these ads do not stand out too much but are integrated as a component of the page. 

The chosen ads or elements are always assimilated both in the format of the platform and its concept, being created precisely to fit with the platform and not create a major discrepancy. Regardless of the form of this type of advertising (special filters, articles, ads), native advertising has a similar value to that of an organic search, resembling the original content of the platform. 

Due to its subtlety and distinct character, native advertising has started to be used more frequently, precisely because of its ability to “camouflage” and act as a strong point for the platforms where it appears. 

The most common example of this type of advertising is sponsored articles, which appear on various news websites or even on dedicated blog pages. The announcements and ads frequently found on social media platforms are also part of native advertising, helping to convey the message to the target audience in the most relevant way. They blend naturally with the rest of the organic content that appears in the user’s feed, but they are paid. 

As mentioned earlier, another type of native advertising is the specially created filters for platforms like Instagram, Facebook, or TikTok. Attracting and capturing the desired audience’s attention in a distinct manner, they naturally spark 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 does not have to be limited to ads and announcements, thus constituting an effective way of interacting and connecting with users. 

One example of this form of native advertising is the dedicated Sponge Bob filter created by Nickelodeon, through which each user was invited to discover the character they identify with. For the premiere of the famous series Stranger Things, Netflix collaborated with Spotify to create various playlists that reflect the personalities of their characters, combined with the distinct tastes of the users. Based on previous preferences, the playlists managed to become some of the most discussed and shared experiences, standing out for their unique style of promoting both the series and the Spotify music platform. 

In the realm of communication platforms like Twitter, hashtags have become an excellent method of starting a trend and encouraging user engagement. Generating open discussions and a word of mouth that is hard to ignore, this type of native advertising perfectly fits 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 stand out from classic ads that can become irritating. Collaborating with various influencers is also a frequently used tactic to reach niche groups in a warm and friendly manner. Additionally, challenges and filters created specifically for TikTok have a significant impact, due to the huge number of users (approximately one 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 for the desired audience. Integrating into the platform where it appears, it can 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 ready for a discussion on our Facebook, Instagram, and LinkedIn pages.