On Facebook, should native ads be made by the natives?

The term native advertising gets bandied around every now and then. Its popularity has been spurred on by the ad format’s appropriate fit in the appropriate setting and context.

I’ve seen native advertising defined as: “Native advertising is a form of paid media where the ad experience follows the natural form and function of the user experience in which it is placed.” — Share Through. That’s a pretty good definition.

What we at Reqvu have experienced on Facebook by helping our customers harness social word of mouth, however, is that while most brands and businesses can easily copy the form and function part of the definition, where they fall down is in their ability to mimic the user experience of social.

Whether it’s from a lack of understanding of the friend-to-friend tone of conversation on Facebook, or an inability to let go of a corporate voice, or change creative ads to authentic conversations…...

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