Native content has become an increasingly important topic in digital marketing strategy, particularly on social media platforms.
The concept of native content refers to content that is designed and created specifically for a particular platform, optimized to fit the format, style, and user behavior of that platform. As social media algorithms prioritize native content that provides value and relevance to users, understanding and utilizing this approach can be a game-changer for businesses seeking to drive engagement and results.
In this article, we’ll explore the benefits of using native content in social media, share some best practices for creating effective native content, and discuss the advantages of creating content through the platforms themselves.
What Exactly Is Native Content?
Native content is designed to complement the form and function of the social media platform where it appears. In other words, it appears and sounds exactly like any other content on the platform.
Marketers who understand each platform get the most out of social media. You can create fantastic content, but if you consistently disregard the context of each platform on which it appears, it will die.
The type of native content can vary depending on the social media platform used. For instance, on Instagram, native content may consist of high-quality images or visually appealing short-form videos. Twitter’s strict character limit makes short and impactful messages ideal for native content on the platform. On LinkedIn, long-form articles or thought leadership pieces focused on providing industry insights and education to users are suitable. Meanwhile, on TikTok, native content primarily revolves around short-form video content, emphasizing entertainment and humor.
6 Benefits Of Using Native Content In Social Media:
There are several benefits of using native content in social media –
- Increased engagement: Native content is designed to fit seamlessly within the platform’s environment and user behavior, which makes it more engaging and relevant to the audience. According to a study by Sharethrough and IPG Media Lab, native ads receive 53% more views than traditional display ads.
- Higher visibility: Social media algorithms prioritize native content, making it more likely to be seen by the target audience. According to a study by IHS Technology, native content is 20-60% more likely to be shared than non-native content.
- Improved brand trust: Native content is seen as more authentic and trustworthy by social media users, as it is tailored to the specific platform and audience. A study by Forbes found that 43% of millennials trust native ads more than traditional banner ads.
- Cost-effective: Creating native content is often more cost-effective than creating multiple versions of the same content for different platforms. This is because native content is created once, but can be repurposed across multiple platforms, saving time and money.
- Better user experience: Native content is designed to blend seamlessly with the user experience on a particular platform, which leads to a better overall experience for the audience. A study by Facebook found that users are 40% more likely to watch native video content on the platform than non-native video content.
- Increased ROI: By increasing engagement, visibility, and brand trust, native content can lead to a higher return on investment for businesses. According to a study by Business Insider, native advertising is projected to reach $52.75 billion in 2025, indicating its increasing popularity among businesses and advertisers.
How To Create Effective Native Content For Social Media
Creating effective native content for social media is crucial for businesses to achieve their marketing goals. Here are some additional points to keep in mind:
- Use visually appealing content: Visual content is more engaging than text-based content, so it’s important to use visually appealing images and videos in your native content. Use relevant and eye-catching visuals to capture users’ attention and deliver your message effectively.
- Keep it short and sweet: Attention spans are getting shorter, so it’s essential to keep your content short and to the point. Use catchy headlines and captions to grab users’ attention and deliver your message in a concise and effective way.
- Use a consistent brand voice: Consistency is key when it comes to building a brand. Use a consistent brand voice across all your native content to help users identify and remember your brand.
- Test and optimize: The beauty of native content is that it can be easily optimized and tweaked to improve performance. Use analytics tools to track your content’s performance and adjust your strategy accordingly.
- Engage with your audience: Social media is all about engagement and building relationships with your audience. Respond to comments, ask questions, and encourage users to share their thoughts and opinions.
- Leverage user-generated content: User-generated content is a powerful tool for building trust and engagement with your audience. Encourage your followers to create and share content related to your brand and products.
Benefits Of Creating Content Through The Platforms Themselves
Creating content through the platforms themselves can offer several benefits that can help businesses optimize their social media presence. Here are some points to consider:
- Maximise creativity: According to Hootsuite, Instagram filters can increase engagement by 21%, while videos with music on TikTok receive 28.6% more engagement than those without. By using these features, businesses can create native content that stands out and catches users’ attention.
- Consistency in style and format: Creating content through the platforms themselves ensures that your content meets the technical specifications and requirements of the platform. For example, Instagram recommends using 1080 x 1080 pixels for square posts, 1080 x 1920 pixels for Instagram Stories, and 1080 x 1350 pixels for portrait posts. Creating content through the platform’s built-in tools ensures that your content fits these requirements, making it more likely to be shown to users by the algorithm.
- Prioritized by the algorithm: Using the platform’s built-in tools signals to the algorithm that your content is specifically designed for the platform, increasing the likelihood of prioritization. According to Social Media Today, Meta’s algorithm prioritizes native videos, resulting in 186% more engagement than other types of posts.
- Saves time and resources: Creating content through the platform’s built-in tools can be more time and cost-effective than using external software. By leveraging the platform’s tools, businesses can create native content quickly and easily, saving time and resources in the process.
- Keep up with platform updates: Social media platforms frequently update their algorithms and features, which can affect how content is shown to users. By using the platform’s built-in tools, businesses can keep up with these changes and adapt their content strategy accordingly.
Native content has become an essential element of any successful social media marketing strategy. By creating content that is designed to fit seamlessly within the platform’s environment and user behavior, businesses can increase engagement, visibility, brand trust, and conversions, ultimately leading to a higher return on investment.
The benefits of using native content are supported by various statistics that demonstrate its effectiveness in driving engagement and results on social media platforms. From higher views and shares to better brand trust and more conversions, the advantages of using native content are significant and can help businesses achieve their marketing objectives.
As social media continues to evolve, businesses must stay up-to-date with the latest trends and best practices, including the use of native content, to remain competitive and relevant in the digital landscape. With the right strategy and approach, native content can be a game-changer for businesses seeking to increase their social media presence and drive results.
By Warren LaRey