Native Content is a form of advertising that is incredibly hard to spot. Different to sponsorships this is not a collaboration between blogger and brand but an advert that has been created to match the editorial content it has been placed in. Native Content is also in keeping with the audience IE it's not going to be a random sports advert placed within a makeup blog.
The purpose of Native Content is to convince rather than inform and are completely biased. The reason brands choose to use Native Content is because they can seamlessly blend their motives into editorials and blogs undetected by its readers. As a magazine hoarder and avid blog reader I am Native Contents target audience and I am less inclined to make a purchase if its an advert however if I think its genuinely an item my favourite blogger loves then I would be tempted.
Native Content is one of the most misleading forms of advertising. Here are some of the key signs you are reading Native Content:
- Quotes from the brands spokesman.
- A promotional tone
- Repeated use of brand name
- High production value aka press images and a possibly a video embedded.
Have you spotted any Native Content in a magazine, website or blog you have recently read?
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