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Native Advertising: Blending in to Stand out

  • Writer: Kelly Hendrick
    Kelly Hendrick
  • Jun 2, 2024
  • 3 min read

Updated: Jul 15, 2024


We’ve all seen native ads, but do we always know when we see them? Companies hope the answer is no, and a few years ago, we may have wanted to say no, too. But brands have gotten clever, and content creators now know how to engage their audience with an ad. Case in point: while scrolling through Instagram looking for a specific video for another blog post, a sponsored ad—much longer than the version below—was suggested to me. I was riveted for roughly two minutes straight. Native ads work.



Technology's Effects on How We Work

Research has shown that internet users are much more likely to ignore banners and similar content due to “banner blindness,” while native advertisement attracts more visual attention, increasing user engagement and creating stronger brand recognition (DeKeyzer et al., 2021). Communicators are not typically responsible for banner ads, but as content creators across social media platforms, native ads have become intertwined with actual content.


The reach of traditional media is increasingly shrinking due to online content, which means news outlets have to find alternative options for revenue. This has given content creators even more responsibility: deliver original, meaningful content then create relevant advertisements that seamlessly blend in with the organization’s values and mission. Make sure it fits with the demographic of the platform. Make sure it’s authentic. Make sure it’s successful by tracking engagement through likes, comments, and shares. Communicators definitely have their work cut out for them.




Technology's Influence on the Training We Need

Because of these new responsibilities, modern-day communicators have had to expand their skill set. In addition to the skills of the communicators who came before them, they now have to learn how to:


  • Form Meaningful Connections

Gen Z is more likely to avoid paid ads but less likely to skip an embedded video, for example (King, 2023). This means communicators need to make sure they’re aware of current trends and the type of content younger media users are drawn to. They also need to use the right tone and language if they want successful engagement. At the same time, their content needs to be genuine because no audience wants to feel like they've been tricked.



  • Become Multi-platform Pros

But it's not just young media users communicators need to focus on. They have to know what all demographics are drawn to. My teenage step-kids watch YouTube shorts, my 30-something friends stick to Instagram, and my parents use Facebook. Content is not one-size-fits-all; the content and format changes based on the audience. As the Native Advertising Institute points out, a sponsored LinkedIn post won't interest a Gen Z viewer on TikTok just like an in-feed ad won't connect with the C-Suite crowd (2024). Meet them where they are.



  • Understand New Apps & Programs

What’s more—content creators may now need to work directly with new people and teach themselves new tools. Creating sponsored content might mean working with brand advertisers or influencers to navigate the field, which means communicators need to form a new way to network. Plus, all of these skills require training, and it might just be trial-by-fire as communicators learn on the go. There are platforms geared specifically for native ads to learn. They'll likely have to teach themselves how to use Canva or Adobe Cloud.

 

There’s probably an ad for that.




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