Four tips to succeed with your native campaign
If you succeed, as an advertiser you have a lot to win. You can use native to increase both awareness and sales of your brand. But how do you get there? Here, Anton Assarsson, Head of Editorial at Schibsted Brand Studio, talks about how to make a really good native campaign.
Let’s start by sorting out the concepts:
Textnative: As an advertiser, you will attract long-term existing and potential customers in textnative. This makes it a good format for communicating news, complex messages and inspiration.
Animated native: A visual format that is good for awakening emotions. We create simple explainers that are perfect for communicating quick messages, such as lists and guides, and longer productions or studio programmes.
Native story: A longer format that interweaves text, images and video in a visual way. Reading times of several minutes for prospective or existing customers can be achieved here, so that you can really build your brand.
Podcasts: Sponsorships in podcasts allow you to communicate your message in a noise-free environment. Did you know that 55% have bought products they heard about via ads in podcasts? (The podcast trend report, 2019)
Here are four tips to succeed with your native campaign:
- Think about the reader/viewer
Being relevant and interesting in your communication is essential – your articles or videos are competing against the most current news material available. Our objective is to deliver content that is at least as interesting as the editorial content and of at least as high quality.
– The secret is to find the angle. A good tip is to view the content through the eyes of the readers or viewers. What do you think they want to read about the topic? Another approach could be to find an exciting detail in something bigger and highlighting it,” says Anton Assarsson.
Also remember to not just talk about your brand. It’s often better to take a step back and mix up the text or video with tips, or a situational survey, or by putting the product or service in context.
– We usually say “Native is like a first date: If you talk too much about yourself, there’s no room for anyone else,’ and there’s some truth in this.”
- Dare to stand out – but also fit in
How can you stand out, be seen or heard among all the other editorial and commercial messages? Those who dare often reach furthest in their native campaign. Yet at the same time, it’s also important to fit in. How does it work together? It’s about adapting the message to the channel you use, as native should match the platform where the content is published. This may involve, for example, matching the right tonality.
– Trust our judgement and experience as your native partner. We know how the articles or video should look to fit in, and our editors are experienced journalists with many years’ professional experience, who are familiar with our readers’ behaviour,” says Anton Assarsson.
- Focus on people
An article is always better if a person makes a statement – it becomes more real and relevant, and carries more weight. This applies to both editorial and commercial articles. This could be an expert in a field, or a private individual who has experienced something.
– Use this to position yourself as an expert in a field, or let someone who has used your product or service describe their experiences.”
- Find the right format
You also need to find the right format for your campaign. Does what you want to communicate work best as a classic text native, moving native or a longer, innovative story?
– For example, a message without images or films does not look very good in video. If you want to communicate something very complex, a text may be best to promote
the message. Naturally, we’ll help you get this right.
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