Increasingly, in the field of marketing and advertising services, which inevitably affect any area of business (including cosmetology and private medicine), there is such a name as native advertising, which experts have already called the most fashionable advertising trend of the year.
In addition, there are forecasts that the victorious march of native advertising will continue in the future, so if you are interested in the competent promotion of your goods or services in step with the times (and is there a business owner who is indifferent to this?), then you should carefully get acquainted with the concept of native (natural) advertising.
What are examples of native advertising, why and how to use it, what pitfalls can prevent the effective use of the modern advertising trend – read the advice of experts from the advertising world at estet-portal.com.
Why so popular: examples of native advertising
Native advertising – it is natural advertising that is embedded in familiar content. Most often, this trend is used in social networks. That is, when a user scrolls through the feed in social networks, he sees a post that interested him, then opens, reads – and only then realizes that this is advertising.
Native advertising does not cause rejection initially, because it is prepared specifically for a specific audience – in the format users are used to.
With the help of native advertising, the so-called banner blindness is removed. Since there are so many advertising messages for each person, they are no longer perceived. Accordingly, it is necessary to select and create useful and well-designed content that will simultaneously save money and be shared on social networks. These can be tips collections, professional wiki articles, etc.
Native advertising: how it works in practice and why to use it
Native advertising appeared a long time ago, but now it has become a very fashionable trend. This is due to the fact that the creators of social networks have made a smart feed, and posts are issued according to the given algorithm of a particular social network. That is, the posts that are either useful or well-designed come first.
How to work with native ads
In order to properly design native advertising, you need to clearly understand the goals of the advertising campaign that business owners want to achieve. To begin with, advertising specialists prescribe for which target audience the content is intended. If these are native texts, then an advertising message is prepared and embedded in the usual text of useful content.
The right – estet-portal.com has a clearly structured information platform: separate sections – for professionals, separately – for patients of the aesthetic medicine industry, which allows advertisers to clearly distinguish between content for two different audiences.
In terms of goals and objectives, native advertising is no different from conventional advertising. You can set the following goals:
- Sales;
- Expansion of audience coverage;
- Reaching the target audience when promoting a new product/service.
Read also: Modern digital marketing: why native advertising works
To understand what percentage of native and what percentage of pure advertising should be in such materials, you must first answer the question: what is the goal? If the target – sale, then you can not report the brand name in the text at all, but transfer the user to the link where he will buy a certain product.
If the target – to bring people to the community on the social network, it is important to ask them to subscribe, repost. Then it might not even be an advertisement! For example, you – beauty studio owner Cosmetologist – an employee of your company – prepares a list of useful tips, which can be submitted as "Read the top 10 tips for maintaining the beauty of the skin of the face from the leading beautician of the studio & hellip;" – and put an active link in the name of the company.
If there is a goal of involving people in the community, already at the end of the collection of tips, you can ask readers to go to the group or offer them some kind of service.
Native ad formats work best on social networks
- Viral videos (if budget allows)
- Video compilations
- Audio selections
- Tips in text format
- Wiki articles with screenshots or pictures embedded in it
- Case studies (interesting or illustrative cases from real practice)
Native advertising is great for any type of business, but it's especially great for small businesses that sell a specific product or service. However, the owners of such a business usually do not have enough time and skills to compose native posts, so it is better to entrust this kind of advertising to professionals.
Social media posting can have very different budgets. It all depends on the capabilities of the customer and the number of subscribers in the communities. In addition, it is important to consider the engagement of the audience in the community and the activity of subscribers. If the group has 50,000 subscribers, and posts get only a few likes and comments, then, of course, you shouldn't post – even for modest amounts.
In this case, it is better to overpay a little to popular publics, but the advertising post will find a real response in them. The estet-portal.com website reaches 542 thousand unique visitors every month, and the Estet Portal community Facebook has more than 60 thousand active users, YouTube – more than 13.5 thousand, on Twitter – more than 3 thousand, on Instagram – over 40 thousand.
In social networks, you can also prescribe the main parameters of your target audience – gender, age, geographical location, etc. For example, estet-portal.com has a very wide geographic coverage of – residents of Ukraine, Belarus, Kazakhstan, Latvia, Russia, Azerbaijan, Israel and the USA.
It is important to take into account the timing of posting publications for a specific target audience. For example, mothers on maternity leave mostly surf the Internet during the day when the child is sleeping, and office workers – in the morning, when they drink coffee for an hour, "swaying" after coming to work.
Things to Avoid in Native Ads Posts
- An abundance of emoji (in large numbers they interfere with adequately perceiving the meaning of the text).
- Too many hashtags (for the same reason).
- Misunderstanding the purpose of native advertising (why are you posting this post in the community, how will the content be useful to readers, what tasks will the text solve for the audience, so that at the end of the post you have the right to ask to subscribe to your community).
- Incorrect formatting of texts (it is difficult to read a long text if it is not divided into subheadings, but flows in a continuous stream).
- Poor-quality photos to the text (ideally, it is better to hire a photographer for a high-quality photo shoot of goods / services or a designer to create creative pictures; in addition, modern online services and even the Facebook platform now allow you to create unique pictures yourself).
- Copied posts from others (content must be unique!).
- Fear of calling your audience to specific actions (at the end of a post or text, it is perfectly acceptable to ask readers to join a community or share a post with friends). This will cause negativity of the original owners of the materials, and Google and Yandex will lower your site in the search results.
Example
According to experts, if you avoid the clichés described above, the effectiveness of native advertising will increase dramatically.
Native advertising benefits:
1. Possibility of publishing a full-fledged material with photos, videos, links and other media elements necessary for the advertiser, plus the possibility of distributing content in social networks.
2. Increasing the level of "acceptance" information broadcast by the brand in the context of information that interested the client. The consequence of such advertising – overall improvement in brand awareness. The image component is additionally affected by the absence of aggressive advertising messages and formats, which also increases loyalty, including to the promoted content, increasing the company's efficiency.
3. Unlike traditional advertising, native advertising does not fall into the zone of "banner blindness". Thus, according to a study by IPG Media Lab, the viewing time of native-materials approximately coincides with that of regular articles. Plus, native advertising is more likely to be distributed by users on social networks: according to the survey results, 32% of respondents were ready to share such advertising information, and only 19% of those who answered were not against doing the same with banner advertising.
4. Users will not block such ads by any software means, except for the ability to block the display of certain elements such as videos, graphics, etc.
Native advertising has one tangible disadvantage: such advertising is an order of magnitude more difficult to produce. For this, a topic, a product and a desire to talk about it are not enough – In order for native advertising not to roll into a banal press release, it must be presented in a talented, unbanal way and exclusively fit into the format of the site demonstrating it.
There are other difficulties: budgeting, media planning, both for advertisers and for sites.
Portal estet-portal.com also provides native advertising services, which can be presented on the site in the form of news about the latest events and events in the field of aesthetic medicine and cosmetology, author's articles with expert opinion, video presentation of the technique or procedure, interview or individual publicity project. «Aesthete Portal» understands that each business has its own specifics, therefore, it can offer the development and use of an individual marketing promotion program on the site for customers.
You will not only increase the visibility of your brand or service, but also increase the number of new customers, establish contact with potential partners, keep abreast of competitors' professional activities and receive professional advertising support.
The best indicator of the high level of trust of specialists and readers to the site estet-portal.com – these are numerous reposts, links, publications of news, interviews, articles and videos on the personal websites of doctors, clinics and on their pages on social networks.
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