Native advertising is a popular format that continues to grow in revenue every year. It is an advertisement that is seamlessly integrated into the publisher's editorial content. This format is known to respect the user experience, to be less intrusive and to perform better in terms of click rate. More and more advertisers bet on this format and launch their native campaign to reach a qualified audience.
The basis of any native advertising campaign is the creative, i.e. the image, the shot and the "call to action". But how to make effective and impactful native visuals to increase the performance of its campaign?
Here are some tips to make good visuals and launch your native campaign :
Photos or illustrations? The choice of image type depends on your industry and the message you want to convey.
Photographs reflect reality and will have more impact if you are selling a product. For beauty or clothing brands for example, textures will be more visible and striking in a photograph than in an illustration.
In other cases, illustrations are useful for concepts or ideas that cannot be realized in photography. The illustration allows you to realize more abstract ideas related to your brand or product.
Regarding the content of the image, whether you are selling a product or a service, favor characters in situations. Situations allow the Internet user to project himself with the product and push to the act of purchase. We also talk about "contextualization" of the image which is very much used in lifestyle. This is particularly interesting for a product of daily use such as accessories, cosmetics or clothing.
After choosing the right images for your message, you also need to determine the best keywords to use to convey the right message to the right target.
To do this, make your headlines short and simple to understand the offer quickly. It only takes 2 to 3 seconds for the user to decide to read your message. Do not exceed 70-80 characters for your title, especially if you broadcast on short portrait formats.
If you want to highlight a promotional campaign: use keywords known by readers such as: "promotional offer", "discount", "sale" or "reduced price".
Otherwise, highlight the content on your site before talking about its brand. For example, by presenting an answer to a possible problem of the Internet user. Use terms such as "How?", "Why?" or "Find out how ".
Example of a title: "Promotional offer: get 10% off your first order."
In addition to a title, you may be asked to choose a description to complement your title. It should be one or two sentences maximum. You need between 100-200 characters to propose a qualitative message without losing the attention of the reader. Internet users do not always read the whole description if it is too long, that is why it is important to remain concise and relevant.
Call to actions must contain action verbs so that the user can immediately understand the action to be taken to continue his navigation. The most common are the following action verbs: "discover", "buy", "enjoy".
It is important to adapt the verb to the conversion. If it is a subscription, a purchase or a comparison, the action will not be the same. The respective verbs will therefore be: subscribe, buy or compare. This allows us to understand what is expected on the landing page and will generate more qualified traffic.
Also be careful with the length. This one should not contain more than 3 words.
Now that you have all the key tips to push the user to click on your visual to your landing page, get started! Test several creatives for your native campaign and analyze which ones generate the most clicks to refine your strategy.
The last step for a successful native campaign is its landing page. Read our article on how to make a good landing page here.