Native Advertising: How to Reach Millennial Consumers

Native Advertising: How to Reach Millennial Consumers

As the digital age takes over and traditional advertising methods become less effective, marketers are turning to native advertising to reach the elusive millennial consumer. Native advertising is a form of sponsored content that is seamlessly integrated into the user experience of a website or social media platform. Done well, it can be an incredibly effective way for brands to connect with younger audiences, but there are a few key things to keep in mind when crafting a native ad campaign.

1. Authenticity is Key

Millennials are savvy consumers who are quick to tune out anything that feels inauthentic. When creating native advertising content, it's important to make sure that it feels like a natural part of the user experience. This means avoiding overly promotional language and instead focusing on providing useful or interesting information.

One great example of authentic native advertising is Airbnb's partnership with the New York Times. The company created a series of articles that highlighted unique travel destinations and experiences, seamlessly integrating their brand into the content.

2. Emphasize Visuals

Millennials are a visual generation, and they respond well to content that is visually compelling. When crafting a native ad campaign, be sure to include eye-catching visuals that will grab users' attention. This can include everything from high-quality product photos to infographics and videos.

Old Spice's "The Man Your Man Could Smell Like" campaign is a great example of a visually engaging native ad. The video featured a shirtless man engaging in humorous antics while extolling the virtues of Old Spice, and the campaign was a massive hit among younger audiences.

3. Know Your Platform

Different social media platforms and websites have different user demographics and user preferences. When crafting a native ad campaign, it's important to research each platform and tailor your content to fit its unique audience.

For example, Instagram is a highly visual platform that is popular among younger users. This makes it an ideal platform for native ads that are heavy on visuals, such as beautiful product photos or video content. On the other hand, LinkedIn is a more professional platform that requires a more business-focused approach.

4. Be Transparent

While native advertising can be incredibly effective, it's important to be transparent about the fact that the content is sponsored. Not only is this a legal requirement, but it's also a key aspect of maintaining authenticity and trust with your audience.

One great example of transparent native advertising is BuzzFeed's partnership with Purina. The website created a series of articles that highlighted different aspects of pet ownership, but it was clearly labeled as a sponsored partnership with Purina.

5. Focus on Value

At the end of the day, the most important aspect of any native advertising campaign is the value that it provides to the user. If your content is informative, helpful, or entertaining, users will be more likely to engage with it and remember your brand in a positive light.

A great example of value-focused native advertising is General Electric's "GE Reports" website. The site features a variety of articles and videos that highlight GE's innovative technology and research, but it also provides valuable insights into a variety of fields, from healthcare to renewable energy.

In conclusion, native advertising is a powerful tool for reaching millennial consumers, but it requires a thoughtful and strategic approach. By emphasizing authenticity, visuals, platform-specific content, transparency, and value, brands can create effective and memorable native advertising campaigns that resonate with younger audiences.