There is no doubt that digital advertising can lead to higher levels of engagement and interaction. Whether to drive web traffic or social media, digital marketing strategies help create awareness and transform leads into customers.
The use of the internet and social media has changed consumer behavior and the ways in which companies conduct business. The images, videos, logos and designs shared online to promote a business help create a visual brand. And, now more than ever, brands are using social media marketing to drive their interest through advertising.
Hoping to explore this a further, I created a presentation called “Driving brand interest through native advertising.” During the presentation, also known as an Ignite Talk, I dive into the importance of websites, and how successful social media management can increase both traffic and customers.
References:
Ads, G. (2019, October). Experiment: How SHEIN drove sales and brand interest with online video ads. Google. https://www.thinkwithgoogle.com/intl/en-apac/marketing-strategies/video/experiment-how-shein-drove-sales-and-brand-interest-online-video-ads/.
Bargeron, S. (2021, April 9). How China’s Shein Conquered Global Social Media. Jing Daily. https://jingdaily.com/how-chinas-shein-conquered-global-social-media/.
Farnworth, D. (2021, January 4). Native Advertising: A Lively Introduction. Copyblogger. https://copyblogger.com/examples-of-native-ads/.
Parera, E. (2019, June 27). 10 Types of Visual Content for your Strategies on Social Networks. Postcron. https://postcron.com/en/blog/visual-content-strategies-for-social-networks/.
Read, A. (2021, May 4). A Complete Guide to Instagram Marketing: Get the Playbook That Drives Results for Instagram’s Top Profiles –. Buffer Library. https://buffer.com/library/instagram-marketing/.
6 responses to “Driving brand interest through native advertising”
I feel right at home listening to this talk. Nodding my head throughout, I actually do a lot of what you talk about in this presentation. As a social media manager for a speaker company, These types of tactics that SHEIN uses are really well done.
Generating 6 billion search results which just one hashtag is huge for brand awareness and certainly converts leads into sales. But the thing that struck me was the term, native ads. At first, I thought SHEIN was using organic posts that looked more like an ad than a visually pleasing part of their feed. Hearing you better define what native ads are, I realized we called that paid social ad; those ads usually cost a pretty penny to run for a while. However, they do let you get pretty customizable with the psychographics.
Your talk was really thorough, but a little fast. Understanding the time constraints it makes sense, but if someone unfamiliar with paid social advertising might not have been able to process all the information as rapidly as presented.
Overall, I really enjoyed hearing another example of paid advertising success, especially calling out different strategies. Video is critical, but it needs to match the style of the native ads to be effective.
Hi Melinda! I loved your presentation. I loved how you used real life examples of websites and compared them to other websites to illustrate what you are speaking about. I appreciate you using websites that we have all seen, because that makes it more relatable to the viewers.
I also like how you brough back gestalt principles to all of the website designs. The fact that you used Shein as the example for most of the presentation made it seem cohesive and we got to see real life examples of what you were talking about.
I learned the statistic you mentioned about videos at my internships. It is definitely true that videos are shared a lot more on social media, so I am always pushed to post more video content at my internship.
My only criticism is to try and tie all the elements together a bit more. Sometimes it felt like you were jumping to a different topic and it was up to me to tie them together in my head. Otherwise, I am excited to see how this comes together in your paper! I think it will be great and I am excited to read it! Great job!
Hello Melinda,
I also used Gestalt principles applied to a form of advertising. You clearly and succinctly out line the theory without diving into the weeds to bore. love how your presentation further breaks down our mood board project. You perfectly dissect the principles of design using Gestalt for Dropbox and Shein. While I am vaguely familiar with the fashion industry having several colleagues in merchandising, I enjoyed your take on the tactics used on Shein compared to other minimalistic sites. Then you dove into the social media aspect.
I have worked as a social media marketing manager for a company and the way that you describe the native social advertising was incredibly enlightening. As we have learned in our class, the key to any form of marketing is a full circle story. You have shed light on the fact that this story must be consistent and continuous across several mediums. I think for your final you have a great lead in regarding wholistic storytelling as it pertains to advertising and social communications. You may even touch on the line from feeding a humanistic story and a corporate story and how they can align to achieve a larger goal.
Great work!
Melinda—
This is a really great presentation! The way you broke your topic down was so succinct and to the point, but I still feel like I learned so much in five minutes. You not only introduced the topic in a broad sense but then gave a specific example that is an interesting phenomenon. Your juxtaposition of the Dropbox website to SHIEN’s homepage was a fantastic way to illustrate simple vs. loud marketing.
All the information you have here is very strong and the fact that you have a specific example that has different examples of online marking within it is so smart. I think if you just go into detail about what makes the SHEIN ads so successful using gestalt and color theory, your final paper will be excellent. You could maybe include other examples, but I also think you definitely have enough examples comparing and contrasting SHEIN’s promotion across different social media platforms. As a constant victim of native Instagram marketing, I am interested in learning more about how brands go about launching a viral social media campaign and what aspects of gestalt and color theory appear in the ones that are successful.
Really great job, you’re killing it!
Hi Melinda! I think you did a great presentation. I like how you introduced the gestalt principles of design, but I think it took up a little too much time at the beginning of your presentation. It took a couple of minutes before the idea of native advertising was introduced. Maybe in your essay, you can open more by introducing native advertising and then going into how the gestalt principles apply. I think you provided very strong examples of native advertising and choosing Shein as a case study really helped enhance the story you were telling. You covered a lot of the different ways native advertising can be used and Shein is such a good example for them. Shein has definitely taken over the social media space with shop hauls and ads, almost every girl into fashion has seen Shein-related content. All in all, I think you created a great presentation. You had great content and strong visuals to support it. You spoke a little fast, so in the future, I would just slow it down a little, but I know it is hard to fit all the content you want to in the short five minutes. I look forward to reading your essay and seeing how you expand this even more!
**evaluation**
Hello Melinda!
I loved your **opening contextual transition** from the Mood Board project to this new topic on driving brand interest through native advertising. I also liked how you **foundationally brought in the Gestalt principle, levels of emotions, color theory and so forth** to set up and advance the points that you chose to illustrate regarding company websites, native advertising, and their brands
.
Your subsequent website examples were informative and I thought that you very effectively continued to integrate and correlate design principles and theory throughout your video. **Indeed your integration efforts were my favorite part of your video!**. That’s how I learned the most. That’s where I will review the most to ensure understanding. Thank you!
Further, I felt that you were emotionally invested into what you were saying and had good command of your materials. I was comfortable and confident as you, my experienced “tour guide”, variously pointed out particular items of note or explained a site’s effectiveness as we casually “passed by”.
Although your entire video was useful, with your title referring to native advertising I thought that you would get into the native *ad* discussion and examples earlier or even pretty much exclusively. You didn’t disappoint though Mellissa and began to cover them, in excellent fashion, later on in the piece. Your video analysis, as my “tour guide” continued to be very strong and I feel that I will be replaying it a few times to really savor, appreciate, and unpack your solid knowledge that presented.
As I suggested as a part of my review of Brianna’s video on colors and advertising, I am definitely always interested in advertising and marketing concepts and examples. **You have delivered Melinda!** This is because I don’t have a lot of practical experience with them. I mainly have exposure after taking several LinkedIn learning courses for a Digital Marketing Certificate but gee wiz, the information is largely buried in my mind as I hardly ever have to actually exercise it. You successfully stirred my thoughts up!
** suggestions for the development of the topic for the final project **
You may already have enough to continue to unfold and explore Melinda based on your ignite presentation. You also may have already considered any of what follows. One suggestion, however, might be for you to explore or touch on the **cultural, international, or the more segmented aspects or considerations** regarding native advertising.
This might be an occasion, for example, for you to reflect on this topic as it relates to **your own culture’s background** and purchasing inclinations in terms of what kind of job, if any, are native advertisers doing to speak to your particular ethnic background.
More broadly, you might think of **other cultures or demographics**. As I think about it, I believe that you already alluded to Gen Z or some group in your presentation – I’m just suggesting that you may want to **go deeper to see what insights that especially the peer-reviewed research might offer**.
Kevin