With the rise of social** and advertising platforms, advertisers need to constantly innovate and adapt to better capture users' attention. Kuaishou, as a leading short-term platform in China, has also attracted much attention for its advertising strategy. Among them, "native content" and "native creative" are two core concepts, and it is important for advertisers to understand the difference between the two for advertising on Kuaishou.
Native content, or "organic content," emphasizes a type of work that doesn't have any marketing message or purpose. In the context of Kuaishou, this means that all elements such as content, titles, and pendants should be pure and indistinguishable from the content that users browse on a daily basis. The best feature of native content is its high level of engagement and the naturalness of the user experience. Users often don't realize they're being exposed to an ad when they are on this type of content, because what they're experiencing is virtually indistinguishable from other non-ad content on the platform.
The advantage of native content is that it can effectively reduce users' ad resistance. In traditional ad formats, users often feel uncomfortable with obvious ad logos or abrupt placements, and choose to skip or ignore ads. Native content, on the other hand, is presented in a natural way that users unconsciously accept the delivery of advertising messages.
Unlike native content, native content is advertising content that clearly carries a marketing message and purpose. This means that in all aspects of content, titles, widgets, etc., there may be promotional information about products, services, or ideas. However, similar to native content, native content also emphasizes a natural sense of inflection. The introduction of marketing promotion materials is skillfully carried in the native or natural content, such as plot prop implantation, life vlog implantation, or grass-oriented content, etc., so that the advertising information and the development and presentation of the original ** content complement each other.
The challenge with native creative is how to effectively deliver your marketing message while maintaining the naturalness of your content. This requires creative and creative skills on the part of advertisers and creators to ensure that the content does not disrupt the user experience and delivers the desired marketing results.
By definition, there is a clear difference between native content and native creative, whether or not they carry a marketing message. In practice, however, the two are often intertwined and difficult to separate. In fact, a successful Kuaishou ad often needs to find the best balance between native content and native creative.
On the one hand, advertisers need to ensure that the ad content is natural and integrated enough to avoid causing user objection and resistance. This requires them to have a deep understanding of user behavior and content trends on the Kuaishou platform in order to create native content that is more in line with users' tastes.
On the other hand, advertisers also need to effectively deliver marketing messages to achieve the ultimate purpose of advertising. This requires them to not only maintain the naturalness of the content when creating original materials, but also subtly implant marketing messages, so that users can enjoy the content while receiving the advertiser's promotional information.
Both native content and native creatives play an important role in Kuaishou advertising. They all have their strengths and challenges, but they all share the same goal of providing a better user experience and more effective marketing results.