Just how effective is visual content?
According to Zabisco, 90% of information transmitted to the brain is visual—and visual information is processed 60,000X faster in the brain than text.
Simply put, brands that win the eyes of consumers will also win their hearts. And native advertising has emerged as one of the most effective ways to build social followers, boost audience engagement and drive legitimate consumers to branded visual content.
Native advertising is paid marketing that delivers targeted information to audiences in a way that mirrors the original site’s native—or non-ad—content. To help display how visual content can boost your social strategy, here are five ways that brands can benefit from native ads.
1) To stand out. Most native ads mimic their environments. And while blending in may seem like a counter-intuitive way to stand out, it is this cohesiveness that makes the best native ads successful.
The modern consumer is an information scanner—they are browsers, not readers. So in order to combat what many consider ad blindness, visual content must be naturally integrated into publishing layouts.
Native ads should not strive to trick consumers; instead, they should stand out by engaging with them naturally.
2) To boost your social presence. As with non-visual copy, the more avenues that content is distributed, the more you increase its reach.
Distributing through paid channels—such as a sponsored post on Facebook or Twitter—can lead to impressive click-through rates. Visually stimulating content will inspire users to click through to your brand’s page, and encourage them to follow you directly.
3) To optimize your SEO strategy. Search engine optimization has evolved over the years—and as savvy marketers already know, Google places heavy emphasis on original content. In this way, native ads can double as a valuable asset for your brand’s SEO efforts.
Populating the web with stellar, branded content can only positively influence your brand’s standings on the search engines.
4) To empower your consumers. According to Inc., 70% of Internet users prefer to learn about products through content, as opposed to traditional advertising techniques such as hard sells. Effective visual content creates a mutually beneficial bond between brands and consumers by providing your audience with the tools to make their own decisions.
Not only do native ads directly engage with the consumer, they result in higher click-through rates and user engagement.
5) To create word of mouth. Nearly 1 in 3 users said they would share a native ad, while less than 1 in 5 users said they would share a banner ad, according to a recent Forbes study. What does this mean?
Nearly any native ad has a chance at going viral.
Native ads are incredibly shareable: they typically have URLs that can easily be reposted across various social media platforms. Users are also able to directly engage with brands across the comment sections of platforms like Facebook and Instagram. Finally, brands that fully utilize social media marketing techniques such as sponsored tweets and hashtags will only make them more discoverable.
Trenton Reed is a Denver freelance writer and editor with a background in creative. An accomplished content marketer, copywriter, and journalist, he specializes in feature writing and all things digital. Dig deeper at www.trentonreed.com.
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