Native Entertainment Marketing: How to Use Native Ads to Entertain Your Audience and Make Them Laugh: Cry: or Smile

1. What is Native Entertainment Marketing and Why You Should Care?

Native entertainment marketing is a form of advertising that blends seamlessly with the content and context of the media platform where it appears. Unlike traditional ads that interrupt or distract the audience, native ads aim to entertain, inform, or inspire them by matching the tone, style, and format of the original content. In this section, we will explore what native entertainment marketing is, why it is effective, and how you can use it to create engaging campaigns for your brand. Here are some key points to consider:

1. Native entertainment marketing is not a new concept, but it has gained popularity in recent years due to the rise of digital media and the decline of traditional advertising. According to a report by eMarketer, native ad spending in the US is expected to reach $52.75 billion in 2020, accounting for 58.3% of all display ad spending. This shows that marketers are recognizing the value of native ads in reaching and retaining their audience.

2. Native entertainment marketing works because it appeals to the emotions and interests of the audience, rather than their rationality. By providing relevant, useful, or entertaining content, native ads can increase brand awareness, trust, and loyalty, as well as drive conversions and sales. For example, a native ad for a movie could include a trailer, a behind-the-scenes video, or a quiz that relates to the movie's theme or genre. This way, the ad can capture the attention and curiosity of the audience, while also promoting the movie.

3. Native entertainment marketing requires creativity, strategy, and alignment with the media platform and the audience. To create effective native ads, you need to understand the goals, preferences, and behaviors of your target audience, as well as the content, tone, and format of the media platform where you want to place your ads. You also need to craft a compelling story, message, or offer that resonates with your audience and aligns with your brand identity and values. For example, a native ad for a travel agency could feature a blog post, a video, or a slideshow that showcases the best destinations, tips, or experiences for travelers, while also highlighting the benefits and features of the travel agency.

2. How to Avoid Common Pitfalls and Mistakes?

Native entertainment marketing is a powerful way to connect with your audience and make them feel something. Whether it's laughter, tears, or joy, native ads can evoke emotions that traditional ads can't. However, native entertainment marketing also comes with its own set of challenges and pitfalls that you need to avoid if you want to succeed. In this section, we will discuss some of the most common mistakes that marketers make when creating and distributing native entertainment ads, and how you can avoid them.

Some of the challenges of native entertainment marketing are:

1. Not being authentic. One of the key elements of native entertainment marketing is authenticity. You need to create content that resonates with your audience and reflects your brand's personality and values. If you try to copy someone else's style or tone, or use generic or clichéd messages, you will lose your audience's trust and interest. For example, if you are a fashion brand, you can't use a comedy sketch that has nothing to do with your products or target market. Instead, you need to create content that showcases your brand's unique voice and style, and that aligns with your audience's preferences and expectations.

2. Not being entertaining. Another essential element of native entertainment marketing is entertainment. You need to create content that captures your audience's attention and keeps them engaged. If your content is boring, irrelevant, or too salesy, you will fail to entertain your audience and make them feel something. For example, if you are a travel agency, you can't use a dry and factual article that lists the benefits of your services. Instead, you need to create content that tells a story, shows a different perspective, or surprises your audience with something unexpected.

3. Not being native. The final element of native entertainment marketing is nativeness. You need to create content that blends in with the platform and format that you are using. If your content stands out too much or looks like an obvious ad, you will disrupt your audience's experience and annoy them. For example, if you are using a video platform, you can't use a static image or a banner ad that interrupts the video. Instead, you need to create content that matches the style, quality, and length of the videos on the platform, and that adds value to the user's journey.

3. How to Create Native Ads that Fit Your Audience, Platform, and Goals?

Native entertainment marketing is a form of advertising that blends seamlessly with the content and format of the platform where it appears. It aims to entertain, inform, or inspire the audience, rather than interrupt or annoy them. Native ads can take various forms, such as articles, videos, podcasts, games, quizzes, or social media posts. They can also have different goals, such as increasing brand awareness, driving traffic, generating leads, or boosting sales. In this section, we will explore some of the best practices of native entertainment marketing, and how to create native ads that fit your audience, platform, and goals.

Some of the best practices of native entertainment marketing are:

1. Know your audience. Before creating a native ad, you need to understand who your target audience is, what their interests, preferences, and pain points are, and how they consume content on different platforms. You can use tools such as Google analytics, Facebook Insights, or Twitter Analytics to get insights into your audience's demographics, behaviors, and preferences. You can also use surveys, interviews, or focus groups to get feedback from your potential customers. Knowing your audience will help you create native ads that resonate with them and match their expectations.

2. Choose the right platform. Different platforms have different audiences, formats, and rules for native ads. For example, Facebook has a large and diverse audience, but also strict guidelines for native ads, such as limiting the amount of text on images, requiring a clear disclosure of sponsored content, and prohibiting misleading or sensational claims. On the other hand, YouTube has a more engaged and loyal audience, but also a more competitive and saturated market for native ads, requiring more creativity and quality to stand out. You need to choose the platform that best suits your audience, goals, and budget, and follow its best practices for native ads.

3. Align your ad with the platform's content. One of the key features of native ads is that they blend in with the platform's content, rather than disrupt it. This means that your ad should match the tone, style, and format of the platform's content, and provide value to the audience. For example, if you are creating a native ad for a podcast platform, you should create a short and engaging audio ad that sounds like a natural part of the podcast, and offers relevant and useful information to the listeners. If you are creating a native ad for a gaming platform, you should create a fun and interactive game that showcases your product or service, and invites the players to try it out.

4. Entertain your audience. Native entertainment marketing is not only about informing or persuading your audience, but also about entertaining them. You want to create native ads that make your audience laugh, cry, or smile, and that leave a lasting impression on them. You can use humor, storytelling, emotion, or surprise to capture your audience's attention and interest, and to create a positive association with your brand. For example, you can create a native ad that tells a funny or touching story about your brand, product, or customer, and that invites the audience to share their own stories. You can also create a native ad that surprises the audience with an unexpected twist, offer, or challenge, and that encourages them to take action.

5. Measure your results. Finally, you need to measure the results of your native entertainment marketing campaign, and see how well it achieved your goals. You can use metrics such as impressions, clicks, views, shares, comments, likes, conversions, or revenue to evaluate the performance of your native ads. You can also use tools such as Google Analytics, Facebook Pixel, or youtube Analytics to track the behavior and actions of your audience after they interact with your native ads. You can use this data to optimize your native ads, and to improve your future native entertainment marketing campaigns.

4. How to Learn from the Success Stories of Top Brands and Influencers?

Native entertainment marketing is a form of advertising that blends seamlessly with the content and context of the media platform where it appears. It aims to entertain, educate, or inspire the audience, rather than interrupt or annoy them. Native entertainment marketing can take various forms, such as sponsored articles, videos, podcasts, social media posts, games, quizzes, and more. In this section, we will look at some examples of how top brands and influencers have used native entertainment marketing to create engaging and memorable campaigns that resonated with their target audiences. We will also discuss the key lessons and best practices that we can learn from their success stories.

Here are some examples of native entertainment marketing:

1. Netflix and The New York Times: Netflix partnered with The New York Times to create a series of sponsored articles that explored the themes and topics of its original shows and documentaries. For example, one article titled "Women Inmates: Why the Male Model Doesn't Work" was related to the show "Orange Is the New Black", while another article titled "The Ascent of the Latin American Drug Lord" was related to the show "Narcos". The articles were written by journalists from The New York Times and featured high-quality photos, videos, and interactive elements. They also included a subtle Netflix logo and a link to watch the related show on Netflix. The campaign was a win-win for both parties, as it provided valuable and relevant content for the readers, and increased the awareness and interest for the Netflix shows.

2. BuzzFeed and Purina: BuzzFeed and Purina teamed up to create a viral video that showcased the benefits of adopting a shelter pet. The video, titled "Dear Kitten: Regarding the Dog", featured a voice-over of a cat giving advice to a kitten about how to deal with the new dog in the house. The video was humorous, cute, and relatable for pet owners and lovers. It also subtly promoted Purina's pet food products, as the cat mentioned that the dog eats "a different kibble with bigger chunks" and that the kitten should "try it sometime". The video was a huge hit, garnering over 20 million views on YouTube and generating positive buzz for both BuzzFeed and Purina.

3. Airbnb and Vice: Airbnb and Vice collaborated to create a series of immersive travel experiences that matched the adventurous and curious spirit of their audiences. The series, called "VICE Experiences", offered travelers the opportunity to book unique and exclusive trips that were curated by Vice journalists and local experts. For example, one experience involved traveling to Paris and joining a feminist graffiti artist on a night of tagging the city's walls. Another experience involved traveling to Tokyo and exploring the underground music scene with a local DJ. The experiences were promoted on both Airbnb and Vice's websites and social media channels, and featured compelling stories, videos, and photos. The campaign was a great way to showcase Airbnb's diverse and authentic offerings, and to attract Vice's loyal and engaged fans.

5. How to Use Technology and Data to Optimize Your Native Ads Performance?

Native entertainment marketing is a form of advertising that blends seamlessly with the content and context of the media platform where it appears. It aims to entertain, inform, or inspire the audience, rather than interrupt or annoy them. Native ads can take various formats, such as articles, videos, podcasts, games, quizzes, and more. They can also be tailored to different audiences, platforms, and goals.

However, creating and distributing native ads is not enough to ensure their success. You also need to use the right tools and data to optimize your native ads performance. In this section, we will explore some of the tools and techniques that can help you achieve better results with your native entertainment marketing campaigns. Here are some of the topics we will cover:

1. How to use analytics and attribution tools to measure the effectiveness of your native ads. You need to track and analyze how your native ads are performing in terms of reach, engagement, conversions, and ROI. You also need to attribute the outcomes to the right sources and channels, so you can optimize your budget and strategy accordingly. Some of the tools that can help you with this are Google Analytics, Facebook Pixel, Branch, Adjust, and AppsFlyer.

2. How to use A/B testing and multivariate testing tools to optimize your native ads design and content. You need to test different variations of your native ads to see which ones resonate better with your audience and achieve your goals. You can test different elements, such as headlines, images, copy, layout, format, and more. Some of the tools that can help you with this are Optimizely, VWO, Google Optimize, and Unbounce.

3. How to use artificial intelligence and machine learning tools to enhance your native ads creation and distribution. You can use AI and ML to automate and improve some of the aspects of your native ads, such as content generation, personalization, targeting, and bidding. Some of the tools that can help you with this are Phrasee, Persado, Outbrain, Taboola, and Revcontent.

4. How to use social media and influencer marketing tools to amplify your native ads reach and engagement. You can use social media and influencer marketing to extend the reach and impact of your native ads, by leveraging the trust and influence of your existing or potential customers, fans, or partners. You can also create native ads that are specifically designed for social media platforms, such as Instagram Stories, Snapchat Discover, or TikTok. Some of the tools that can help you with this are Hootsuite, Buffer, BuzzSumo, Traackr, and AspireIQ.

These are some of the tools and techniques that can help you optimize your native ads performance and achieve better results with your native entertainment marketing campaigns. By using technology and data, you can create native ads that are more relevant, engaging, and effective for your audience and your business.

6. How to Stay Ahead of the Curve and Adapt to the Changing Market?

Native entertainment marketing is a form of advertising that blends seamlessly with the content and format of the media platform where it appears. It is designed to entertain, inform, or inspire the audience, rather than interrupt or annoy them. Native entertainment marketing can take various forms, such as sponsored articles, videos, podcasts, games, quizzes, memes, and more.

The benefits of native entertainment marketing are manifold. It can help brands to:

- increase their reach and engagement by tapping into the existing audience of the media platform.

- build trust and credibility by providing valuable or enjoyable content that matches the tone and style of the platform.

- boost their brand awareness and recall by creating memorable experiences that resonate with the audience.

- Drive conversions and sales by influencing the audience's purchase decisions or actions.

However, native entertainment marketing is not without its challenges. The market is constantly evolving and changing, and brands need to keep up with the latest trends and best practices to stay ahead of the curve and adapt to the changing market. Here are some of the key trends that are shaping the future of native entertainment marketing:

1. Personalization: Personalization is the process of tailoring the content and delivery of native entertainment marketing to the preferences, interests, and behaviors of the individual audience members. Personalization can help brands to create more relevant and engaging content that appeals to the audience's emotions and needs. For example, Netflix uses personalization to recommend shows and movies to its users based on their viewing history and ratings. Similarly, Spotify uses personalization to create customized playlists and podcasts for its users based on their listening habits and preferences.

2. Interactivity: Interactivity is the degree to which the audience can participate in or influence the content and outcome of native entertainment marketing. Interactivity can help brands to create more immersive and memorable experiences that foster a deeper connection with the audience. For example, HBO created an interactive game called "Westworld: The Maze" to promote its sci-fi series Westworld. The game allowed users to explore the virtual world of Westworld and interact with the characters and scenarios from the show.

3. Authenticity: Authenticity is the extent to which the content and message of native entertainment marketing are consistent with the brand's identity, values, and purpose. Authenticity can help brands to build trust and loyalty with the audience by showing their human side and their social responsibility. For example, Dove created a series of native videos called "Real Beauty Sketches" to promote its campaign for real beauty. The videos featured real women describing their appearance to a forensic sketch artist, and then comparing their sketches with those of strangers who had seen them. The videos aimed to show the women that they are more beautiful than they think, and to inspire them to embrace their natural beauty.

4. Innovation: innovation is the process of creating new and original content and formats for native entertainment marketing that stand out from the crowd and capture the attention of the audience. Innovation can help brands to showcase their creativity and expertise, and to surprise and delight the audience with something unexpected and novel. For example, Burger King created a native video called "Whopper Neutrality" to raise awareness about the issue of net neutrality. The video showed customers waiting in long lines to get their Whoppers, and being offered to pay more to get them faster. The video was a clever and humorous way to explain the concept and consequences of net neutrality, and to encourage the customers to take action.

7. How to Prepare for the Next Wave of Innovation and Disruption?

Native entertainment marketing is a form of advertising that blends seamlessly with the content and context of the media platform where it appears. It aims to entertain, inform, and engage the audience, rather than interrupt or annoy them. Native entertainment marketing can take various forms, such as sponsored articles, videos, podcasts, games, quizzes, memes, and more.

But how can marketers prepare for the future of native entertainment marketing, when the media landscape is constantly changing and evolving? How can they keep up with the latest trends and technologies that are shaping the way people consume and create content? How can they leverage the power of native entertainment marketing to build trust, loyalty, and advocacy among their target audience?

In this section, we will explore some of the key challenges and opportunities that marketers will face in the future of native entertainment marketing. We will also provide some practical tips and best practices on how to adapt and thrive in this dynamic and competitive field. Here are some of the topics that we will cover:

1. The rise of immersive and interactive media: As technology advances, so do the expectations and preferences of the audience. They want more immersive and interactive experiences that can stimulate their senses and emotions. They want to be part of the story, not just passive observers. This means that marketers will have to create native entertainment marketing campaigns that can leverage the potential of emerging media formats, such as virtual reality, augmented reality, mixed reality, 360-degree video, and interactive storytelling. These formats can offer a deeper and more memorable connection with the audience, as well as a higher level of engagement and retention. For example, a travel company can create a native VR ad that allows the audience to explore a destination in a realistic and immersive way, or a movie studio can create a native AR game that lets the audience interact with the characters and scenes from the film.

2. The shift from mass to niche media: The media landscape is becoming more fragmented and diversified, as the audience can access a wide range of content and platforms that cater to their specific interests, tastes, and needs. They can also create and share their own content, becoming not only consumers, but also producers and influencers. This means that marketers will have to adopt a more personalized and targeted approach to native entertainment marketing, rather than a one-size-fits-all strategy. They will have to identify and segment their audience based on their behavior, preferences, and motivations, and create native entertainment marketing campaigns that can resonate with them on a deeper level. They will also have to collaborate and partner with niche media outlets and influencers that can reach and influence their audience more effectively. For example, a beauty brand can create a native video series that features different beauty tips and trends from various influencers, or a gaming company can create a native podcast that discusses the latest news and reviews from the gaming industry.

3. The challenge of ethics and transparency: As native entertainment marketing becomes more prevalent and sophisticated, it also raises some ethical and legal issues that marketers will have to address and overcome. One of the main challenges is to ensure that the audience can distinguish between editorial and sponsored content, and that they are aware of the nature and purpose of the native entertainment marketing campaign. This is not only a matter of honesty and respect, but also a matter of compliance and regulation, as different countries and regions have different laws and guidelines on native advertising disclosure and transparency. This means that marketers will have to follow the best practices and standards of native advertising disclosure, such as using clear and conspicuous labels, disclaimers, and disclosures, and avoiding any misleading or deceptive claims or representations. They will also have to monitor and measure the performance and impact of their native entertainment marketing campaigns, and report and disclose any relevant data and insights to their stakeholders and regulators. For example, a food company can use a clear and visible label that indicates that their native article is sponsored by them, or a music company can disclose the source and methodology of their native playlist that features their artists.

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