People spend a significant amount of time on social media. According to a recent comScore study, nearly 1 in 5 minutes spent online, are spent on social media. With this kind of routine usage, brands are utilizing native ads to reach their prospective customers and drive engagement.
In the earlier days of social media, ads were commonly seen as being obtrusive. But, as companies strive to compete for attention, ads have become more relevant and less disruptive as they are distributed to a narrower audience. The reason?
Native advertising is a form of paid media where the ad experience follows the natural form and function of the user experience in which it is placed. Who uses native ads? Some of the worlds top brands do. Native advertising has become so reliable, that publishing industry giants such as WSJ and The New York Times have followed suit by making native ads available to their online readers.
Native ads are not new. Here is an example of an ad that ran in 1950 by David Ogilvy- widely hailed as “The Father of Advertising”, and the Founder of advertising agency Ogilvy and Mather. The ad is relevant to the particular viewership of the magazine it ran in, it captures authenticity. The ad all by itself is very useful.
What Makes Native Ads Great?
Now comes the important part. You have a brief background on what constitutes a native ad, and how people typically enjoy engaging with them. In fact, most social media platforms allow users to tailor preferences for news and other information that deliver specific ads to their news feeds. When brands create native ads, they follow a simple recipe with a few basic objectives.
4 Key Objectives for building Native Ads:
1. Create compelling copy
Native ads give brands the potential to communicate the brand’s value proposition with compelling copy- all without intruding too much on the audience. For the copy to be compelling, it must also be relevant to your target market.
2. Send a clear message
Brands should strive to be relevant, authoritative, and authentic when sending a message. There is nothing more confusing than ads that grab attention by using aggressive rhetoric, or images that have nothing to do with the offer- this kind of attention does not coincide with a business that is built to thrive long-term. Ads that are well put together, have clear copywriting and use graphic imagery that makes sense.
3. Educate customers
By educating your prospective customer, you also create value for the ad experience. You can educate customers on your product in a similar way Home Depot did with ads that showed DIY customers renovation tips, or when the makeup brand, Loreal showed Facebook users how to apply the newest trend of eyewear. Brands can educate their customers, and explain the useful benefits of their product- all at the same time.
4. Create an experience
In a recent survey conducted by Razorfish, “65% of U.S. consumers report that a digital experience changed their perception about a brand and 97% of that group reported that the same experience ultimately influenced whether or not they went on to purchase a product from that brand.” Experiences matter quite a bit. They can be created in multiple ways, and usually include storytelling in one way or another.
Using native ads is a great way to reach prospective customers who are interested in what you have to offer. Keep working at trying to leverage your social media ads, create compelling copy, send a clear message, educate the consumer, and give them a memorable experience.