Native Advertising Campaign

When ads appear on social media, they are not always immediately recognizable as ads. This may be by design, as a recent report indicated that 73% of marketers are using social media advertising and that ad spend continues to grow year after year. Ads on social media look different than they did a decade ago, or even a few years ago.

More often than not, they have an artful quality now that makes them not just viewable, but also somewhat enjoyable, at least for some portion of the population of people who see them. This quality speaks to the necessity of making social media advertising seem “native,” or part and parcel of the act of social media itself. To not be recognized as an ad that is being sold to you is the sweet spot for social media advertising.

Once you recognize that you’ve been sold something, your act of viewing and then interacting with the object being sold becomes tainted. The artful quality of social media advertising in 2021 may, in part, be a cover for this viewing without the guilt of having been sold to once again.