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Native advertising is a powerful approach that involves creating content that is both valuable and consistent with the form and function of the platform on which it appears. For overseas brands looking to engage with Chinese consumers in a non-disruptive manner, native advertising can be an effective strategy. This article discusses the nuances of native advertising techniques that can be leveraged in the Chinese market.
What is Native Advertising?
Native advertising is designed to match the look and feel of the media format in which it appears, blending in with editorial content or other organic experiences. It is less about disruption and more about providing value to the user.
Case Study: Airbnb
Airbnb’s native ads in China often take the form of travel tips and local insights, which align with user interests and provide genuine value while subtly promoting its services.
Creating Relevant and Valuable Content
The content of native ads should be relevant, engaging, and provide utility to the audience. It could be in the form of articles, videos, or interactive content that resonates with the platform’s audience.
Case Study: Intel
Intel has created content marketing pieces that double as native ads, such as informative articles on technology trends, which have been well-received in China’s tech-savvy community.
Utilizing Influencers and KOLs
Influencers and Key Opinion Leaders (KOLs) can play a significant role in native advertising. Their endorsements feel more organic and are often perceived as recommendations rather than traditional ads.
Case Study: L’Oréal
L’Oréal has partnered with beauty KOLs in China to create content that feels like personal advice, making product features and benefits more relatable to the audience.
Ensuring Brand Consistency
While native ads should blend in with their surroundings, it’s also important that they maintain brand consistency. Subtle branding elements help reinforce the brand identity without disrupting the user experience.
Case Study: Coca-Cola
Coca-Cola’s native ads in China maintain the brand’s signature red and white colors, ensuring that even when the ads are integrated into content, the brand is still recognizable.
Choosing the Right Platforms
Selecting the appropriate platforms for native advertising is crucial. Understanding the audience demographics and content preferences of each platform can help in reaching the right consumers.
Case Study: Apple
Apple has chosen lifestyle and tech platforms for its native ads, ensuring that its ads are seen by consumers who are interested in innovation and design.
Tracking and Analyzing Performance
Monitoring the performance of native advertising campaigns is essential for optimizing their effectiveness. Metrics such as engagement rates, shares, and conversions should be closely watched.
PLTFRM is an international brand consulting agency that works with companies such as Red, Tiktok, Tmall, Baidu, and other well-known Chinese internet e-commerce platforms. We have been working with Chile Cherries for many years, reaching Chinese consumers in depth through different platforms and realizing that Chile Cherries exports in China account for 97% of the total exports in Asia. Contact us and we will help you find the best China e-commerce platform for you. Search pltfrm for a free consultation!
Contact us at info@pltfrm.cn or visit our website at www.pltfrm.cn for a free consultation.
