How Essential is Native Content For Driving More Conversions

 

How Essential is Native Content For Driving More Conversions
(Source: yosefk.me)

Gone are the days when you lead your consumers away from Facebook through external links. Facebook ultimately wants you to consume content only on its platform.

Incorporating way too many external links in your Facebook content strategy can be detrimental to your business. Following external links require a considerable amount of trust and engagement from the user’s end. This is because the user doesn’t have any idea of the type of website lives on the other end.

Native content is a solution to this problem. Let’s take a look at what native content is.


What is native content?


The type of content that lives specifically within a platform is called native content. It doesn’t lead the user off to another platform or website. The user interacts with the content within the platform only. For example, if someone uploads a video to Facebook (not linked from Youtube) - it’s native content.

What kind of native content should you create?

Focus on crafting content that aligns with the platform as well as your brand. It must also feel natural to the user, natural being like a conversation rather than a promotion. This type of content proves to be engaging as well as natural. Users that interact continuously with your native content naturally and organically are more likely to become your follower and customers.

Some types of native content are:

1.       Mobile Content

More than 95% of Facebook users access the social media giant through their smartphones. That is why your content needs to be mobile-friendly. When your content is made for mobile, it eases the user’s journey from awareness to conversion. Also, some call-to-action are exclusive to mobile users like phone calls or downloading the application, etc.

2.      Virtual Reality

If you’ve got assets to shoot virtual reality content, go for it. A VR experience may seem like a scary experience but it can work wonder for brands, particularly those that are product based.
This content is highly engaging and gives the users experience of what it’s like to have that product.

3.      Video

Facebook’s algorithm places native videos over non-native ones. This means that native content is a ranking factor for Facebook. So, give your business an edge over others by making your video content native.

4.      Canvas Ads

Canvas ads are like a mini-website experience that introduces your products or services through a single ad. These ads are your best friends in the e-commerce niche. As the user has the option to explore your wide range of products – all in a single ad. You can leverage canvas ads to showcase your new range of items and add a separate CTA to each one that takes the user to the item’s product page. Note that canvas ads only work on mobiles.

5.      Instant Articles

Facebook has a feature called Facebook Instant Articles(IA) that gives you the option to repurpose your blog content on Facebook. This feature allows your content to become part of Facebook, which puts you in Facebook’s good graces. You will need some technical resources for these articles. You can also earn revenue through Facebook IA by selling ads.

Benefits of native advertising

Native ads are superior to traditional display ads in terms of benefits. They have a higher CTR compared to traditional display ads which mean they get more views.

As these ads blend with the organic content, they prevent ad fatigue. Consumers these days don’t seem to have an effect on the advertisement and naturally overlook paid ads. Native ads provide your brand with a better chance of capturing your consumer's attention and then likely leading to a sale.

Native ads are also branded in nature which means they have a higher engagement chance than traditional non-branded native ads. This is because people have an easier time trusting brands. Relevant and branded content is trustworthy is shared more.

Native ads are still paid advertisements but consumers do not have the same perceive them as traditional paid ads. This is because they support and blend easily with the content. Consumers don’t even realize they are consuming an ad and this is the best type of advertisement, isn’t it?  For the past few years, native ads have been a source of great conversion numbers and have seen a 35% growth.

Native Ads: What makes them different?

One of the benefits of native ads that they blend seamlessly with the content also becomes their disadvantage. As these ads look so similar to regular content, consumers don’t even realize that they are supposed to make an action.

Under native ads, you may notice words like “Sponsored” or “Suggested”. Other common traits of these ads are “Promoted” or “Recommended for You”. These identifiers separate native ads from the regular content on social media. Some websites like Linkedin incorporate functionality that allows the consumers to block advertised content completely from the platform.

Conclusion


You don’t have to try every type of native content. Just find the ones that work for your business and continue optimizing that content. Make sure to
target the audience demographics accurately when creating all these high-quality native content. After all, no matter how high-quality the content is, it’s useless if it doesn’t reach the right people at the right time.


If you’re already familiar with native content and its advertising, it’s time to devise an effective native content strategy in form of paid ads. Native ads are better than traditional non-native ads as they blend seamlessly with organic content on any type of platform and hence receive tons of engagement and higher conversion rates.

More and more digital marketers are focusing their efforts and increasing their spending on native ads.
Because native ads are anti-ad fatigue, so users don’t mind these ads as they add value to the content.

Native content and its advertising is the trend these days and will continue to be an integral part of upcoming successful social media marketing strategies. So do try them in your content strategy to bear fruitful results instead of traditional advertisements.

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