Going Native: How Advertorials Provide Brands with Authenticity and Relevance

Advertisers have long been using the power of storytelling to sell products, and advertorials are one of the most effective ways of doing so. An advertorial is an advertisement in the form of an editorial or article, designed to look like a legitimate piece of content. The term “native advertising” has been popularized in recent years, but advertorials have been around for decades, mainly as print advertising. However, the rise of online advertising has breathed new life into the format, giving advertisers the opportunity to appear on reputable publications and reach a wider audience.

Advertorials aim to create a seamless experience for the reader, blending in with the rest of the editorial content. They provide a level of authenticity and relevance that traditional ads can’t always achieve, making them an effective way of engaging with an audience in a more natural way. In this article, we’ll take a closer look at the benefits of advertorials, the types of content they can be used for, and how to create a successful advertorial campaign.

Benefits of Advertorials

One of the main benefits of advertorials is their ability to provide brands with authenticity and relevance. The content reads like an editorial, rather than a traditional ad, which can help to build trust with the audience. Readers are more likely to engage with content that feels organic and genuine, rather than something that feels like a hard sell.

Advertorials also have the potential to reach a wider audience than traditional ads. By appearing in reputable publications, brands can tap into the readership of those publications and reach an audience that they might not otherwise be able to access. This can be especially powerful for local businesses or niche industries looking to target a specific audience.

Another advantage of advertorials is that they offer a lot of flexibility in terms of content. They can be used for a variety of purposes, from showcasing a new product or service to offering expert advice or insight. As long as the content is relevant and valuable to the reader, advertorials can be a powerful tool for building brand awareness and driving conversions.

Types of Advertorial Content

There are several types of content that lend themselves well to advertorials. Here are a few examples:

1. Product reviews – It’s common to see advertorials in the form of product reviews, where the brand showcases one of their products and provides an in-depth review of its features and benefits. These types of advertorials can be especially effective for e-commerce businesses looking to drive sales.

2. Expert advice – Another popular form of advertorial is expert advice or insight, where a brand provides valuable information on a particular topic or industry. This type of content can help to position a brand as a thought leader in their industry, building trust and authority with the audience.

3. Case studies – Case studies are another effective way of using advertorials to showcase a brand’s expertise. By providing real-world examples of how their product or service has helped a customer, brands can demonstrate the value they bring to the table.

Creating a Successful Advertorial Campaign

Like any form of advertising, creating a successful advertorial campaign requires careful planning and execution. Here are a few tips to help you get started:

1. Choose the right publication – The key to a successful advertorial campaign is choosing the right publication to feature your content. Look for publications that are relevant to your industry or target audience, and that have a strong reputation for quality content.

2. Follow editorial guidelines – To ensure your advertorial fits seamlessly with the rest of the content, it’s important to follow the publication’s editorial guidelines. This may include adhering to a particular tone of voice or style of writing, and avoiding overtly promotional language.

3. Provide valuable content – The most important aspect of any advertorial is providing valuable content that is relevant and interesting to the reader. Instead of focusing on selling your product or service, focus on providing helpful information or advice that will keep the reader engaged.

4. Use visuals – Visual content can be incredibly powerful in helping to engage the audience and make your advertorial stand out. Consider using high-quality images or videos to supplement your written content.

5. Include a call-to-action – Finally, it’s important to include a call-to-action (CTA) at the end of your advertorial. This might be a link to a landing page where readers can learn more about your product, or a discount code they can use to make a purchase.


Advertorials can be a powerful tool for brands looking to build authenticity and relevance with their audience. By blending seamlessly with editorial content, they provide a level of engagement that traditional ads can’t always achieve. However, creating a successful advertorial campaign requires careful planning and execution. By following the tips outlined in this article and focusing on providing valuable content, brands can create advertorial campaigns that help to build trust and drive conversions.