In the digital age, brands are constantly looking for ways to build trust and loyalty with their customers. One effective way they have found to do this is through native advertising.
Native advertising is a form of digital advertising that is designed to blend into the content of a website, so it appears seamless and natural. This type of advertising can be found on social media platforms, blogs and news sites, and is often featured as sponsored content or recommended posts.
Brands are using native advertising to build trust and loyalty with their customers in a number of ways. Here are some of the most effective strategies they are using.
Tell a Story
One of the best ways for brands to build trust and loyalty with their customers is through storytelling. People are drawn to stories, and they are more likely to remember and connect with a brand if they can relate to its story.
Native advertising allows brands to tell their story in a way that feels authentic and natural. By creating content that blends in with the rest of the website or social media platform, brands can offer a narrative that feels less like an advertisement and more like informative and entertaining content.
For example, Airbnb’s “Live There” campaign featured a series of long-form articles that showcased the unique experiences that their guests could have when they travel. The articles didn’t feel like traditional advertising, but they did create a sense of authenticity and trust around the Airbnb brand.
Partner with Influencers
Another way that brands are using native advertising to build trust and loyalty is by partnering with influencers. Influencers are people who have a large following on social media, and they use their influence to promote products and services to their followers.
When brands partner with influencers, they are able to tap into the influencer’s audience and build trust through their endorsement. Influencers can provide an authentic voice for the brand, and they can create content that resonates with their followers.
For example, fashion brand Ralph Lauren partnered with influencer Arielle Charnas, who has over 1 million followers on Instagram, to promote their “Icons” collection. Charnas created a series of Instagram posts featuring herself wearing the collection, and the posts were tagged with the hashtag #RLIcon. By partnering with Charnas, Ralph Lauren was able to reach a large audience and build trust with her followers.
Create Valuable Content
Another way that brands are using native advertising to build trust and loyalty is by creating valuable content. Brands that create content that is educational, informative, or entertaining are more likely to build a loyal following than brands that only promote their products.
Native advertising allows brands to create content that provides real value to their audience, and it can help them establish themselves as a thought leader in their industry.
A great example of this is the “The Message” podcast, which was created by GE to promote its science and technology expertise. The podcast featured a fictional storyline about an alien message that is intercepted by a group of scientists. The storyline was engaging and entertaining, but it also showcased GE’s technological innovations in a way that felt natural and informative.
Make it Shareable
Finally, brands are using native advertising to build trust and loyalty by creating content that is shareable. When people share branded content with their friends and followers, it can help to build trust and credibility for the brand.
Native advertising allows brands to create content that is highly shareable. By creating content that is entertaining, informative, or emotionally compelling, brands can encourage people to share their content with their social networks.
For example, Dove’s “Real Beauty Sketches” campaign featured a viral video that encouraged viewers to reconsider their perception of beauty. The video was widely shared on social media, and it helped to promote Dove’s message of self-esteem and positive body image.
Native advertising is a powerful tool for brands that are looking to build trust and loyalty with their customers. By creating content that feels authentic and natural, partnering with influencers, creating valuable content, and making it shareable, brands can differentiate themselves in a crowded market and build long-term relationships with their customers.
As digital advertising continues to evolve, it’s likely that native advertising will become an even more important part of the marketing mix. Brands that can master this form of advertising will be well-positioned to succeed in the digital age.