Tips for creating an effective advertorial
Advertorials aren’t always successful because they have the potential to alienate consumers. A study by Contetly found that two-thirds of readers felt deceived when they discovered that the content they were viewing was actually sponsored by a brand. A website or other publication also runs the risk of losing credibility with their audience by allowing sponsored content.
The quality of the advertorial matters. If it contains useful information, the reader is less likely to feel upset at discovering it’s an advertisement.
Tips for creating a great native advertisement include:
- Make sure it includes informative and relevant content
- Stay true to the media and format where the ad appears
- Include a call to action that gives the consumer something to do after they’re done reading
It is also important for the advertorial to be clearly labeled somewhere on the page. It should be labeled as “sponsored”, as a “special advertising section”, or some other language that clearly states that the product or service it is discussing was paid for by the company to be displayed or printed. That way, consumers don’t feel like they have been tricked into reading the content.