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We live in a rampantly overrun world by smartphones, laptops, tablets, and other gadgets that are used popularly across all ages throughout the planet. This is why native advertising has become a viable method for many businesses to reach out to audiences and market themselves in a cost-efficient way and offers higher CTRs (click-through rates).
Native ads provide a non-disruptive form of branded content for users on various platforms that can be further enhanced through sophisticated targeting using first-party data intelligence.
According to a recent report by App Samurai, native ads receive 18% more purchase intent due to their nature of being interwoven with the native content of the platform. Furthermore, 74% of the total US display ad revenue by 2021 will be accounted for native ads, which is a 56% increase from 2016.
In light of this information, let's take a quick look at some of the ways native ads can be used to support social media marketing strategies.
We all know that the youth these days is the most susceptible to follow influencers. This is why if you are a brand looking to augment your social marketing strategy and offer products and services catering to the pain points of the youth, then this approach might fit into your mix perfectly.
Research shows that Millennials and Generation Z are also the ones who most appreciate native ads, so combining these two popular strategies into one seems like only a natural conclusion.
The process is simple. While you plan ahead to run native ads on various social media platforms, make sure to partner up with an influencer who will then boost your reach even further. A good example of this can be of Jack Baran, also known by his YouTube handle 'thatsojack' partnering up with Skype along with other influencers.
Social media and content marketing are deeply tied in with each other to the point where they are progressively becoming inseparable. This is why, for running native ads, it has become a norm to produce high-quality content that is accompanied by eye-candy visuals and offers tremendous value for users.
Let's face it many users on social media are simply scrolling through tons of content already populating their feeds, so for your ads to stand out it needs to deliver the power statement, a punch line, and some astonishing visuals to make them stop scrolling, which is pretty hard to accomplish.
Hence a lot of your effort goes into producing quality content for your targeted audiences that instantly catch their attention, is relevant to their needs, and makes them ponder of what is being conveyed. One such fine example is that of Adobe that shared their well-researched report on the future of shopping using none other than The New York Times as their platform choice.
Even though native ads are usually presented in the format where it looks like the content is usually displayed on a platform so that it doesn't seem outlandish, some companies do go overboard. Instead of generating valuable content that can interest the readers and increase their knowledge pool, they are openly blunt about selling their products and services.
This approach is not advisable as to some users; this may appear as too aggressive and might look upon your ads like they were taboo. Instead, you should incorporate your ads with relative information that users may genuinely find interesting with only a hint of selling your offer or just an 'order now' or 'subscribe now' call to action.
Limiting your intent of selling products and services to the minimum and highlight the usefulness of your native ads will keep your audiences feeling mellower rather than make them think that their privacy is being invaded. One great example of this can be UPS's infographic on Fast Company's website.
If you want to master the native ads game on one of the most thriving and populous social media in current times, Facebook, then you need to master your game when it comes to Facebook Sponsored Post. The Facebook Sponsored Post is simply an ad created using a post on your Facebook business page.
This allows your post to become more visible by users and drive more brand awareness and user engagement for your businesses. You can also choose to run a Facebook Sponsored Post through your own organic post or through Facebook Ads Manager.
One fine example is that of SofaLush, where they clearly state the CTA and use Video to kick in the visual aspect of the ad.
Without proper goals, there really can't be any way to measure how well or poorly your native ad performed on a particular platform. The example of a Brazilian financial and small business management startup called ContaAzul is probably the best suited to mention here.
With the aim to guide entrepreneurs and generate further leads, ContaAzul was facing major issues as all it was able to accomplish was to bring in some web traffic for their domain or acquire even fewer leads.
However, that changed when it partnered with Taboola, a private advertising company headquartered in New York City. The strategy was received so well that Taboola had no option but to publish it as a case study on its website.
A well-defined target audience for your native ads will immensely boost your ads' ability to draw in new leads and create countless impressions for prospects and candidates. The first question that you should thus ask when thinking about your native advertising strategy is, 'Who is my audience?"
In order to do this, you may include a customer journey map as well as a predefined customer persona that informs you where your customers are standing, what is your ideal customer like, and what part of their journey are they on before actually making a decision to do business with you.
Especially for specific niches, this can work out great. A fine example of this can be found in eSalon posting a well-researched content for Fab Over Fifty™, a cosmetic and personal care website dedicated to women across the globe.
Instagram has quickly become a powerhouse, and there is no doubt that the platform is quite easily one of the best places to run native ads. Hence, it would be best if you got your priorities straightened out and quickly master running native ads on Instagram for business.
According to the people at Instagram themselves, the mechanism is pretty simple and easy to learn, offering you a seamless experience. One of the best examples of native ads on Instagram is that of 8fit Workouts & Meal Planner.
So we have covered Instagram and Facebook, so there is no reason to leave behind Twitter since its 330 million monthly active users can make any company drool out there. Twitter is also an incredibly lucrative platform for your business, but things work a little differently over here. Instead of calling them native ads, they are usually known as promoted tweets.
These are ordinary Tweets procured by advertisers who aim to reach a broad group of users and provide engagement for existing customers. This is where you come in. So if you are a business that wants to use Twitter, there is certainly a way to promote your services, and all it naturally requires is your will (along with charges, of course).
While certainly not a native ad, NASA's Curiosity Rover account on Twitter currently has over 2 million followers, and it goes to show just how far you can go with personality and imagination alone. Students nowadays who acquire custom essay writing service from professionals are also using promoted tweets to further their own agendas online.
LinkedIn is also showing no slack when it comes to offering businesses and enterprises across the globe to showcase their products and services as well as indulge in a bit of righteous self-promotion.
Hence sponsored updates on LinkedIn these days are all the rage as they offer you the opportunity to go all out and share your latest achievements and accomplishments for the world to see. The example of DELL DMC is a great one for beginners.
Lastly, who can undermine the factor that your native ads have to be user-centric? There is simply no point in wasting or investing money in native ads if they neglect to have a user-centric approach.
They must emphasize the user, their benefits, and how the information presented in the ad can come handy for them someday. Here is an example of Home Depot going all out with their user-centered native ad for Apartment Therapy.
Native ads can be static, incorporate visuals, display videos, or even be as interactive as the last example. The point is that you can go absolutely bonkers with creativity and out of the box thinking so that the end result could produce of both art and science in a balanced state to deliver a true marvel.
Native ads are indeed the future of Social Media Marketing, and it's best that you get the hang of the technical aspects for major platforms at your soonest to augments your sales and lead generation process.
Amanda Jerelyn currently works as a Business Manager at Assignment Assistance. This is where higher education students can request professional academic writing assistance from experts specializing in their field of study. During her free time, she likes to binge-watch popular TV series online.
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