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Why You Shouldn’t Ignore the Role of Social Media in Brand Building



Why You Shouldn’t Ignore the Role of Social Media in Brand Building

90% of people buy from the brands they follow on social media. But the role of social media in brand building is more complex than it used to be.

Brand saturation, creator communities, and more have changed the way that people interact with brands on social media. You can’t just build a brand with a great logo, quirky copy, and a pleasing palette. Audiences today are looking for something more.

The Role of Social Media in Brand Building

To successfully build your brand on social media, you can start with creating a great visual brand. But you can’t stop there. You need to dig deeper into your users and what they’re looking for online. Let’s talk about the big ideas that impact branding on social media.

1. Social media is where subcultures connect.

While pretty much everyone you know is online, they’re not there to talk to just anyone. On social media, it’s common for users to connect with small groups of people with similar interests.

These small groups usually stand out for a specific interest or topic. Together they look for ways to stand out from what’s typical.

For example, Amino Apps is a space where members of K-Pop, Anime, and other fandoms connect. In these communities, they share original art, memes, and other content.

These online spaces empower members of subcultures a place to engage and grow their interests. They are also a powerful space for businesses to engage with vocal influencers.

Tactical tip: Target a specific group and have something useful to say.

It’s tempting to go for the largest possible audience with your advertising budget. But social media has changed the way that businesses connect to an audience.

Instead of using your resources to create a big audience, seek to build an engaged one. Do your research and connect with online communities that are relevant to your business.

Once you find these groups of potential buyers, don’t spam them with ads. Subgroups tend to be wary of popular culture and are quick to call out the fake and superficial.

Take time to learn about these communities and their likes and dislikes. This information can help you shape your product and make updates that can improve sales.

Role of social media in brand building example: Subculture communities like Amino

While it used to be the norm for branding to shy away from politics and other divisive topics, buyers today want brands to take a stance. When you do choose to post and respond, show your awareness of the group and how they feel about current events.

Use social media to prove that if you’re not already part of the group, you have something useful to offer.

2. Every social media platform is unique.

Businesses tend to approach social media based on ROI. But it’s different for users. Many things impact which platform you spend the most time using, including:

  • Posting format
  • Algorithms
  • Brand message and values
  • Privacy
  • Where your friends are

Each user factors these ideas into their decision about which platform to use. And even if they have every app on their phone, they’re bound to use some more than others.

These decisions lead to the data that businesses use to choose the right platform for brand building. Because there is so much data out there, brands sometimes try shortcuts.

For example, 90% of Instagram users follow at least one business. This might lead a business to build a brand only on Instagram, even if the customers they want spend more time on Pinterest.

Buzz around the brand says that most of Pinterest’s users are female. But a closer look at their demographics shows that 45% also have an income over $100K.

It’s important to trust your gut, but don’t jump on the superficial differences. Instead, use the uniqueness of each platform to choose the right social media platform and hone your branding strategy.

Tactical tip: Choose the right platform for your target audience.

After you’ve built a detailed buyer persona, do a deep dive into the specifics of each platform. There is a lot to consider, including the number of users, demographics, and features. If you’re not sure where to start with your review, this article can help you choose which social networks are best for your brand.

Next, create test accounts and spend some time interacting in the spaces where you think your target audience will be. This research won’t only help you get a sense of which social media platforms are best for your brand. It can also help you decide what kind of brand content you want to create.

Role of social media in brand building example: Experimenting with social media in platform

And don’t forget about emerging platforms. These could be the best place to connect your new brand with an audience that’s looking for the exciting and new.

While you CAN post the same content to every platform in an attempt to save time and resources, it’s not a great idea. Each social platform is distinct. You’ll want to post content that reinforces your brand identity for the specific audience on each platform.

3. The average person spends 147 minutes a day on social media.

That’s a lot of time. These users are sharing and posting photos and videos. They’re building their personal networks and discovering new skills, hobbies, and events. While some social media users are there to watch, many others want to take part and grab some attention.

But brands are seeing lower engagement on Instagram, Facebook, and Twitter. This shift is leading many businesses to spend more on social advertising and to post more often. But are these efforts the best strategy?

Tactical tip: Show up every day.

Consistent authentic communication builds trust and awareness. Regular posting can help your brand build consistent imagery, colors, and voice with public feedback.

But a constant flood of posts may not be the best approach for your chosen platform. In fact, algorithm-based platforms may create a frustrating experience for your followers. This guide to publishing frequency can help you create a rhythm that works.

Role of social media in brand building example: Twitter weekly clicks for scheduling

It’s also important to remember that people on social media want attention just as much as you do.

An effective social media strategy should be more than a posting schedule. It’s about honest engagement with a community. The best place to start engaging is by posting comments on relevant threads.

4. People are always looking for something new and interesting.

It’s difficult to create something completely new. Being creative, fun, and business-focused is even tougher. But those aren’t the only challenges of building an original brand on social media.

People aren’t just spending a lot of time on social media today. For many, these online communities are where people spend the majority of their time.

This means that they don’t just see a meme once or twice. For 55% of Gen Z and 48% of Millenials, viral social media content is more valid than the latest song, movie, or video game.

This is a cultural shift to consider as you build your brand identity on social. Many people aren’t passively consuming your brand content. They see social media content as a starting point. They want to add to or change the conversation.

People are sharing 3.2 billion images and 720,000 hours of video every day. This means that your brand messaging can’t just look great on a mobile device, it has to stand out. This volume of media consumption also creates a healthy amount of skepticism. Any brand message on social media today needs to stand up to close examination by a global audience.

Tactical tip: Be yourself.

Originality can seem like an impossible goal. So, if you can’t be original, be honest. While it’s tempting to riff off what’s already out there, the best strategy for any brand is to just be you.

It can be uncomfortable getting personal and showing your imperfections online. It’s also a huge business risk. It’s not unusual for global brands to use test audiences and surveys before any campaign launches.

But with the growing awareness of social media audiences, honesty is opportunity. Influencers like Elyse Meyers and Ajani Huff are growing audiences of millions being their authentic selves.

Instead of seeking perfection, audiences are looking for brands that are clear about what they stand for and ask them to engage. Brand building this way on social media is scary, but it also may be your best path to success.

5. 76% of U.S. consumers expect brands to respond to social media messages within 24 hours.

13% expect a response within ONE hour. While most people spend an hour and a half or more on social media every day, that time isn’t consecutive. According to Accurion in 2021, Americans check their phones 96 times a day.

Once they’ve sent a message, part of what they’re checking is whether they’ve heard back from you.

But most businesses don’t check their social media accounts on their phones. They might schedule social media posts from a third-party platform but rarely log in. A customer service team might check social messages once a week or less if social isn’t connected to the tool they use to respond to customer inquiries.

To put it simply, there are a lot of chances for a brand to miss customer outreach. That can harm your branding efforts.

Tactical tip: Talk back.

To develop your brand on social media, find a way to be available to anyone who reaches out. This might mean:

  • Shared social media schedules
  • Clearly posted hours to set response expectations
  • Community message boards
  • Connecting your service portal to social media

Role of social media in brand building example: Community groups for social media service

85% of surveyed service professionals say that customers are likely to share their experiences with others. Whether it’s positive or negative feedback, social media is for sharing opinions.

What can your brand do to make it easy for you to give your customers the social media service they expect?

6. Social media audiences are more likely to listen to each other than a brand.

Social listening can help you pay attention to what people are saying about your brand. But how can you insert yourself into the conversation?

Tools like AdRoll can serve ads that build awareness of your brand through social media, but this strategy may impact trust. It can erode the brand relationship if your brand shows up too often or in a place the user isn’t expecting.

To find their favorite brands, most people contact someone they’re comfortable with. 60% of shoppers refer to friends and family for shopping advice.

So, the best way to build your brand is through networks of connections, not just specific users.

Tactical tip: Leverage influencers.

Social media influencers and creators are starting to impact buyer decision-making. The reach of social media makes it easy for influencers to build your brand with their reputation.

Influencer marketing platform market size graph

And an influencer doesn’t have to be one of the top influencers on Instagram to make a difference. Nano influencers can be less expensive to work with and may be more effective at targeting the right subgroup to boost your brand identity.

Role of social media in brand building example: Instagram influencer Saudah Saleem

If you haven’t already started working with influencers for branding, start now.

7. Audiences want brands to keep up with what’s happening.

Your brand isn’t just competing with friends, family, and other brands for their attention on social media. According to Pew Research in 2021, about half of the consumers in the U.S. get their news from social media.

Number of Americans who check the news on social media

While brands that comment on current events sometimes get it wrong, users want to know where brands stand in politics and culture. And 58% of consumers feel that social media is the best place for these conversations.

Social media gives you a chance to add to important conversations as they’re happening. This helps you define your brand by its character, not just how it looks and sounds.

Tactical tip: Use data to keep pace with your audience.

Your audience also wants to know what you stand for as a company. They want to know how you are putting those sentiments into action.

But if you are tight on resources, it can be tough to know what’s most important. Many brands get stuck figuring out how to get their ideas in front of their audience at the right time.

Social media offers extensive data for brand analysis and improvement. You can use this data, along with alerts and social listening, to guide your social content.

Role of social media in brand building example: Social media management tracking in Hubspot

For example, using HubSpot’s social media management software you can track specific keywords. Besides tracking brand mentions, you can use this tool to follow relevant news in the areas that you and your users care about most.

6 Examples of Brands Thriving on Social Media

Now that you’ve got an idea of what you need to do, let’s take a look at some brands that rock branding on social media.

1. HubSpot

There are a few key ways we encourage discussion of the HubSpot brand online.

First, build an awesome product. If you create a powerful product, people will talk about it and build your brand for you. You can’t pay for comments like this one:

Social media and branding example: HubSpot

They’re authentic, and the only way to cultivate them is by creating an authentically great product.

Next, create a strong company culture. Share information across your company and encourage your employees to use social media. If you do this, and you hire great employees, they will help define your company’s brand for you every day.

2. Seasum

Also known as TikTok leggings, Seasum’s high waist yoga leggings took over the popular social video platform in late 2020. Hashtags like #TikTokMademeBuyIt and #tiktokleggings amplified the brand’s reach. And most videos show users’ surprise and delight as they try on the leggings and see their lifting and shaping effect for the first time.

Social media and branding example: Seasum

The leggings continued to dominate in 2021. The story of their viral popularity got a boost from many media outlets including Seventeen, People, and ET Online. To succeed on social media, start with a great product.

3. Planet Money

This NPR program is a favorite on social media because their social strategy matches the vibe of its programming. It uses Twitter to answer listener questions, creates offbeat low-fi educational videos for TikTok, and its Facebook posts offer a simple news feed of recent articles.

4. Louis Vuitton

This luxury brand uses powerful visuals, including mesmerizing product videos, to cement brand impact on social media. Some luxury brands were slower to embrace social platforms. But Louis Vuitton engaged early and continues to shift its strategy with the times. A recent example is this celebrity collaboration with the pop group BTS.

Social media and branding example: Louis Vuitton

5. Oreo

This brand takes every potential opportunity to engage audiences on social media. They do this with careful planning and thoughtful promotion of user-generated content.

Oreo uses current events, cultural movements, and customer suggestions in a considerate, fun, and respectful way. These are long-term strategies that come off as simple but take awareness, sensitivity, and effort.

Social media and branding example: Oreo

Whether they’re commenting on the Super Bowl or collaborating with Stranger Things in India, this brand has some great examples of real-time social engagement.

6. Fenty Beauty

Another way to stand out is to support creators. Fenty Beauty launched its own TikTok house in 2020. Creating a space for creators to experiment and push boundaries amplified the voice of the brand while also expanding its reach.

Social media and branding example: Fenty Beauty

7. Vans

This brand learned about the value of collaboration early on, sponsoring members of the Zephyr skateboard team in the late 70s. They’ve succeeded by continuing to highlight the value of creator communities. One example is this 2022 project with artist communities across the country.

Social media and branding example: Vans

If you’re looking for more inspiration, check out these branding success stories for the most popular social media platforms:






You Are the Secret to Social Media Brand Building

Branding on social media isn’t the same as it was just five years ago. But any brand can still grow with a personal touch and the power of social media. Keep building your brand, following your instincts, and putting yourself out there. You never know what could happen.

Editor’s note: This post was originally published in October 2009 and has been updated for comprehensiveness.

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Mastering The Laws of Marketing in Madness



Mastering The Laws of Marketing in Madness

Mastering The Laws of Marketing in Madness

Navigating through the world of business can be chaotic. At the time of this publication in November 2023, global economic growth is expected to remain weak for an undefined amount of time.

However, certain rules of marketing remain steadfast to guide businesses towards success in any environment. These universal laws are the anchors that keep a business steady, helping it thrive amidst uncertainty and change.

In this guide, we’ll explore three laws that have proven to be the cornerstones of successful marketing. These are practical, tried-and-tested approaches that have empowered businesses to overcome challenges and flourish, regardless of external conditions. By mastering these principles, businesses can turn adversities into opportunities, ensuring growth and resilience in any market landscape. Let’s uncover these essential laws that pave the way to success in the unpredictable world of business marketing. Oh yeah, and don’t forget to integrate these insights into your career. Follow the implementation steps!

Law 1: Success in Marketing is a Marathon, Not a Sprint

Navigating the tumultuous seas of digital marketing necessitates a steadfast ship, fortified by a strategic long-term vision. It’s a marathon, not a sprint.

Take Apple, for instance. The late ’90s saw them on the brink of bankruptcy. Instead of grasping at quick, temporary fixes, Apple anchored themselves in a long-term vision. A vision that didn’t just stop at survival, but aimed for revolutionary contributions, resulting in groundbreaking products like the iPod, iPhone, and iPad.

In a landscape where immediate gains often allure businesses, it’s essential to remember that these are transient. A focus merely on the immediate returns leaves businesses scurrying on a hamster wheel, chasing after fleeting successes, but never really moving forward.

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A long-term vision, however, acts as the north star, guiding businesses through immediate challenges while ensuring sustainable success and consistent growth over time.

Consider This Analogy: 

Building a business is like growing a tree. Initially, it requires nurturing, patience, and consistent care. But with time, the tree grows, becoming strong and robust, offering shade and fruits—transforming the landscape. The same goes for business. A vision, perseverance, and a long-term strategy are the nutrients that allow it to flourish, creating a sustainable presence in the market.

Implementation Steps: 

  • Begin by planning a content calendar focused on delivering consistent value over the next six months. 
  • Ensure regular reviews and necessary adjustments to your long-term goals, keeping pace with evolving market trends and demands. 
  • And don’t forget the foundation—invest in robust systems and ongoing training, laying down strong roots for sustainable success in the ever-changing digital marketing landscape.

Law 2: Survey, Listen, and Serve

Effective marketing hinges on understanding and responding to the customer’s needs and preferences. A robust, customer-centric approach helps in shaping products and services that resonate with the audience, enhancing overall satisfaction and loyalty.

Take Netflix, for instance. Netflix’s evolution from a DVD rental company to a streaming giant is a compelling illustration of a customer-centric approach.

Their transition wasn’t just a technological upgrade; it was a strategic shift informed by attentively listening to customer preferences and viewing habits. Netflix succeeded, while competitors such a Blockbuster haid their blinders on.

Here are some keystone insights when considering how to Survey, Listen, and Serve…

Customer Satisfaction & Loyalty:

Surveying customers is essential for gauging their satisfaction. When customers feel heard and valued, it fosters loyalty, turning one-time buyers into repeat customers. Through customer surveys, businesses can receive direct feedback, helping to identify areas of improvement, enhancing overall customer satisfaction.


Engaging customers through surveys not only garners essential feedback but also makes customers feel valued and involved. It cultivates a relationship where customers feel that their opinions are appreciated and considered, enhancing their connection and engagement with the brand.

Product & Service Enhancement:

Surveys can unveil insightful customer feedback regarding products and services. This information is crucial for making necessary adjustments and innovations, ensuring that offerings remain aligned with customer needs and expectations.

Data Collection:

Surveys are instrumental in collecting demographic information. Understanding the demographic composition of a customer base is crucial for tailoring marketing strategies, ensuring they resonate well with the target audience.

Operational Efficiency:

Customer feedback can also shed light on a company’s operational aspects, such as customer service and website usability. Such insights are invaluable for making necessary enhancements, improving the overall customer experience.


Consistent surveying allows for effective benchmarking, enabling businesses to track performance over time, assess the impact of implemented changes, and make data-driven strategic decisions.

Implementation Steps:

  • Regularly incorporate customer feedback mechanisms like surveys and direct interactions to remain attuned to customer needs and preferences.
  • Continuously refine and adjust offerings based on customer feedback, ensuring products and services evolve in alignment with customer expectations.
  • In conclusion, adopting a customer-centric approach, symbolized by surveying, listening, and serving, is indispensable for nurturing customer relationships, driving loyalty, and ensuring sustained business success.

Law 3: Build Trust in Every Interaction

In a world cluttered with countless competitors vying for your prospects attention, standing out is about more than just having a great product or service. It’s about connecting authentically, building relationships rooted in trust and understanding. It’s this foundational trust that transforms casual customers into loyal advocates, ensuring that your business isn’t just seen, but it truly resonates and remains memorable.

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For instance, let’s talk about Oprah! Through vulnerability and honest connections, Oprah Winfrey didn’t just build an audience; she cultivated a community. Sharing, listening, and interacting genuinely, she created a media landscape where trust and respect flourished. Oprah was known to make her audience and even guests cry for the first time live. She had a natural ability to build instant trust.

Here are some keystone insights when considering how to develop and maintain trust…

The Unseen Fast-Track

Trust is an unseen accelerator. It simplifies decisions, clears doubts, and fast-forwards the customer journey, turning curiosity into conviction and interest into investment.

The Emotional Guardrail

Trust is like a safety net or a warm embrace, making customers feel valued, understood, and cared for. It nurtures a positive environment, encouraging customers to return, not out of necessity, but a genuine affinity towards the brand.

Implementation Steps:

  • Real Stories: Share testimonials and experiences, both shiny and shaded, to build credibility and show authenticity.
  • Open Conversation: Encourage and welcome customer feedback and discussions, facilitating a two-way conversation that fosters understanding and improvement.
  • Community Engagement: Actively participate and engage in community or industry events, align your brand with genuine causes and values, promoting real connections and trust.

Navigating through this law involves cultivating a space where authenticity leads, trust blossoms, and genuine relationships flourish, engraving a memorable brand story in the hearts and minds of the customers.

Guarantee Your Success With These Foundational Laws

Navigating through the world of business is a demanding odyssey that calls for more than just adaptability and innovation—it requires a solid foundation built on timeless principles. In our exploration, we have just unraveled three indispensable laws that stand as pillars supporting the edifice of sustained marketing success, enabling businesses to sail confidently through the ever-shifting seas of the marketplace.

Law 1: “Success in Marketing is a Marathon, Not a Sprint,” advocates for the cultivation of a long-term vision. It is about nurturing a resilient mindset focused on enduring success rather than transient achievements. Like a marathon runner who paces themselves for the long haul, businesses must strategize, persevere, and adapt, ensuring sustained growth and innovation. The embodiment of this law is seen in enterprises like Apple, whose evolutionary journey is a testament to the power of persistent vision and continual reinvention.

Law 2: “Survey, Listen, and Serve,” delineates the roadmap to a business model deeply intertwined with customer insights and responsiveness. This law emphasizes the essence of customer-centricity, urging businesses to align their strategies and offerings with the preferences and expectations of their audiences. It’s a call to attentively listen, actively engage, and meticulously tailor offerings to resonate with customer needs, forging paths to enhanced satisfaction and loyalty.

Law 3: “Build Trust in Every Interaction,” underscores the significance of building genuine, trust-laden relationships with customers. It champions the cultivation of a brand personality that resonates with authenticity, fostering connections marked by trust and mutual respect. This law navigates businesses towards establishing themselves as reliable entities that customers can resonate with, rely on, and return to, enriching the customer journey with consistency and sincerity.

These pivotal laws form the cornerstone upon which businesses can build strategies that withstand the tests of market volatility, competition, and evolution. They stand as unwavering beacons guiding enterprises towards avenues marked by not just profitability, but also a legacy of value, integrity, and impactful contributions to the marketplace. Armed with these foundational laws, businesses are empowered to navigate the multifaceted realms of the business landscape with confidence, clarity, and a strategic vision poised for lasting success and remarkable achievements.

Oh yeah! And do you know Newton’s Law?The law of inertia, also known as Newton’s first law of motion, states that an object at rest will stay at rest, and an object in motion will stay in motion… The choice is yours. Take action and integrate these laws. Get in motion!

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Intro to Amazon Non-endemic Advertising: Benefits & Examples



Intro to Amazon Non-endemic Advertising: Benefits & Examples

Amazon has rewritten the rules of advertising with its move into non-endemic retail media advertising. Advertising on Amazon has traditionally focused on brands and products directly sold on the platform. However, a new trend is emerging – the rise of non-endemic advertising on this booming marketplace. In this article, we’ll dive into the concept of non-endemic ads, their significance, and the benefits they offer to advertisers. This strategic shift is opening the floodgates for advertisers in previously overlooked industries.

While endemic brands are those with direct competitors on the platform, non-endemic advertisers bring a diverse range of services to Amazon’s vast audience. The move toward non-endemic advertising signifies Amazon’s intention to leverage its extensive data and audience segments to benefit a broader spectrum of advertisers.

Endemic vs. Non-Endemic Advertising


Let’s start by breaking down the major differences between endemic advertising and non-endemic advertising… 

Endemic Advertising

Endemic advertising revolves around promoting products available on the Amazon platform. With this type of promotion, advertisers use retail media data to promote products that are sold at the retailer.

Non-Endemic Advertising

In contrast, non-endemic advertising ventures beyond the confines of products sold on Amazon. It encompasses industries such as insurance, finance, and services like lawn care. If a brand is offering a product or service that doesn’t fit under one of the categories that Amazon sells, it’s considered non-endemic. Advertisers selling products and services outside of Amazon and linking directly to their own site are utilizing Amazon’s DSP and their data/audience segments to target new and relevant customers.

7 Benefits of Running Non-Endemic Ad Campaigns


Running non-endemic ad campaigns on Amazon provides a wide variety of benefits like:

Access to Amazon’s Proprietary Data: Harnessing Amazon’s robust first-party data provides advertisers with valuable insights into consumer behavior and purchasing patterns. This data-driven approach enables more targeted and effective campaigns.

Increased Brand Awareness and Revenue Streams: Non-endemic advertising allows brands to extend their reach beyond their typical audience. By leveraging Amazon’s platform and data, advertisers can build brand awareness among users who may not have been exposed to their products or services otherwise. For non-endemic brands that meet specific criteria, there’s an opportunity to serve ads directly on the Amazon platform. This can lead to exposure to the millions of users shopping on Amazon daily, potentially opening up new revenue streams for these brands.

No Minimum Spend for Non-DSP Campaigns: Non-endemic advertisers can kickstart their advertising journey on Amazon without the burden of a minimum spend requirement, ensuring accessibility for a diverse range of brands.

Amazon DSP Capabilities: Leveraging the Amazon DSP (Demand-Side Platform) enhances campaign capabilities. It enables programmatic media buys, advanced audience targeting, and access to a variety of ad formats.

Connect with Primed-to-Purchase Customers: Amazon’s extensive customer base offers a unique opportunity for non-endemic advertisers to connect with customers actively seeking relevant products or services.

Enhanced Targeting and Audience Segmentation: Utilizing Amazon’s vast dataset, advertisers can create highly specific audience segments. This enhanced targeting helps advertisers reach relevant customers, resulting in increased website traffic, lead generation, and improved conversion rates.

Brand Defense – By utilizing these data segments and inventory, some brands are able to bid for placements where their possible competitors would otherwise be. This also gives brands a chance to be present when competitor brands may be on the same page helping conquest for competitors’ customers.

How to Start Running Non-Endemic Ads on Amazon


Ready to start running non-endemic ads on Amazon? Start with these essential steps:

Familiarize Yourself with Amazon Ads and DSP: Understand the capabilities of Amazon Ads and DSP, exploring their benefits and limitations to make informed decisions.

Look Into Amazon Performance Plus: Amazon Performance Plus is the ability to model your audiences based on user behavior from the Amazon Ad Tag. The process will then find lookalike amazon shoppers with a higher propensity for conversion.

“Amazon Performance Plus has the ability to be Amazon’s top performing ad product. With the machine learning behind the audience cohorts we are seeing incremental audiences converting on D2C websites and beating CPA goals by as much as 50%.” 

– Robert Avellino, VP of Retail Media Partnerships at Tinuiti


Understand Targeting Capabilities: Gain insights into the various targeting options available for Amazon ads, including behavioral, contextual, and demographic targeting.

Command Amazon’s Data: Utilize granular data to test and learn from campaign outcomes, optimizing strategies based on real-time insights for maximum effectiveness.

Work with an Agency: For those new to non-endemic advertising on Amazon, it’s essential to define clear goals and identify target audiences. Working with an agency can provide valuable guidance in navigating the nuances of non-endemic advertising. Understanding both the audience to be reached and the core audience for the brand sets the stage for a successful non-endemic advertising campaign.



Amazon’s venture into non-endemic advertising reshapes the advertising landscape, providing new opportunities for brands beyond the traditional ecommerce sphere. The  blend of non-endemic campaigns with Amazon’s extensive audience and data creates a cohesive option for advertisers seeking to diversify strategies and explore new revenue streams. As this trend evolves, staying informed about the latest features and possibilities within Amazon’s non-endemic advertising ecosystem is crucial for brands looking to stay ahead in the dynamic world of digital advertising.

We’ll continue to keep you updated on all things Amazon, but if you’re looking to learn more about advertising on the platform, check out our Amazon Services page or contact us today for more information.

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How Does Success of Your Business Depend on Choosing Type of Native Advertising?



How Does Success of Your Business Depend on Choosing Type of Native Advertising?

The very first commercial advertisement was shown on TV in 1941. It was only 10 seconds long and had an audience of 4,000 people. However, it became a strong trigger for rapid advertising development. The second half of the 20th century is known as the golden age of advertising until the Internet came to the forefront and entirely transformed the advertising landscape. The first commercial banner appeared in the mid-90s, then it was followed by pop-ups, pay-by-placement and paid-pay-click ads. Companies also started advertising their brands and adding their business logo designs, which contributes to consumer trust and trustworthiness.

The rise of social media in the mid-2000s opened a new dimension for advertising content to be integrated. The marketers were forced to make the ads less intrusive and more organic to attract younger users. This is how native advertising was born. This approach remains a perfect medium for goods and services promotion. Let’s see why and how native ads can become a win-win strategy for your business.

What is native advertising?

When it comes to digital marketing, every marketer talks about native advertising. What is the difference between traditional and native ones? You will not miss basic ads as they are typically promotional and gimmicky, while native advertising naturally blends into the content. The primary purpose of native ads is to create content that resonates with audience expectations and encourages users to perceive it seamlessly and harmoniously.

Simply put, native advertising is a paid media ad that organically aligns with the visual and operational features of the media format in which it appears. The concept is quite straightforward: while people just look through banner ads, they genuinely engage with native ads and read them. You may find a lot of native ads on Facebook, Twitter and Instagram – they appear in the form of “in-feed” posts that engage users in search for more stories, opinions, goods and services. This unobtrusive approach turns native ads into a powerful booster for any brand.

How does native advertising benefit your business?

An average Internet user comes across around 10,000 ads a day. But even physically, it is impossible to perceive this amount of information in 24 hours. So, most of them use adblockers, nullifying all efforts of markers. Native ads successfully overcome this digital challenge thanks to their authenticity. And this is not the only advantage of native advertising. How else does your business benefit? Here are just a few major benefits that prove the value of native ads:

Better brand awareness. Native ads contribute to the brand’s visibility. They seamlessly blend into educational, emotional, and visual types of content that can easily become viral. While promotional content typically receives limited shares, users readily share valuable or entertaining content. Consequently, while you incur expenses only for the display of native ads, your audience may go the extra mile by sharing your content and organically promoting your brand or SaaS product at no additional cost.

Increased click-through rates. Native ads can generate a thrilling click-through rate (CTR) primarily because they are meticulously content-adaptable. Thus, native ads become an integral part of the user’s journey without disrupting their browsing experience. Regardless of whether your native advertising campaign is designed to build an audience or drive specific actions, compelling content will always entice users to click through.

Cost-efficient campaign performance. Native advertising proves to be cheaper compared to a traditional ad format. It mainly stems from a higher CTR. Thanks to precise targeting and less customer resistance, native ads allow to bring down cost-per-click.

Native ads are continuously evolving, enabling marketers to experiment with different formats and use them for successful multi-channel campaigns and global reach.

Types of native advertising

Any content can become native advertising as there are no strict format restrictions. For example, it can be an article rating the best fitness applications, an equipment review, or a post by an influencer on a microblog. The same refers to the channels – native ads can be placed on regular websites and social media feeds. Still, some forms tend to be most frequently used.

  • In-feed ads. This type of ad appears within the content feed. You have definitely seen such posts on Facebook and Instagram or such videos on TikTok. They look like regular content but are tagged with an advertising label. The user sees these native ads when scrolling the feed on social media platforms.
  • Paid search ads. These are native ads that are displayed on the top and bottom of the search engine results page. They always match user’s queries and aim to capture their attention at the moment of a particular search and generate leads and conversions. This type of ad is effective for big search platforms with substantial traffic.
  • Recommendation widgets. These come in the form of either texts or images and can be found at the end of the page or on a website’s sidebar. Widgets offer related or intriguing content from either the same publisher or similar sources. This type of native ads is great for retargeting campaigns.
  • Sponsored content. This is one of the most popular types of native advertising. Within this format, an advertiser sponsors the creation of an article or content that aligns with the interests and values of the platform’s audience. They can be marked as “sponsored” or “recommended” to help users differentiate them from organic content.
  • Influencer Advertising. In this case, advertisers partner with popular bloggers or celebrities to gain the attention and trust of the audience. Influencers integrate a product, service, or event into their content or create custom content that matches their style and topic.

Each of these formats can bring stunning results if your native ads are relevant and provide value to users. Use a creative automation platform like Creatopy to design effective ads for your business.

How to create a workable native ad?

Consider these 5 steps for creating a successful native advertising campaign:

  • Define your target audienceUsers will always ignore all ads that are not relevant to them. Unwanted ads are frustrating and can even harm your brand. If you run a store for pets, make sure your ads show content that will be interesting for pet owners. Otherwise, the whole campaign will be undermined. Regular market research and data analysis will help you refine your audience and its demographics.
  • Set your goals. Each advertising campaign should have a clear-cut objective. Without well-defined goals, it is a waste of money. It is a must to know what you want to achieve – introduce your brand, boost sales or increase your audience.
  • Select the proper channels. Now, you need to determine how you will reach out to your customers. Consider displaying ads on social media platforms, targeting search engine result pages (SERPs), distributing paid articles, or utilizing in-ad units on different websites. You may even be able to get creative and use email or SMS in a less salesy and more “native”-feeling way—you can find samples of texts online to help give you ideas. Exploring demand side platforms (DSP) can also bring good results.
  • Offer compelling content. Do not underestimate the quality of the content for your native ads. Besides being expertly written, it must ideally match the style and language of the chosen channel,whether you’re promoting professional headshots, pet products, or anything else. The main distinctive feature of native advertising is that it should fit naturally within the natural content.
  • Track your campaign. After the launch of native ads, it is crucial to monitor the progress, evaluating the costs spent and results. Use tools that help you gain insights beyond standard KPIs like CTR and CPC. You should get engagement metrics, customer data, campaign data, and third-party activity data for further campaign management.

Key takeaway

Summing up the above, it is time to embrace native advertising if you haven’t done it yet. Native ads seamlessly blend with organic content across various platforms, yielding superior engagement and conversion rates compared to traditional display ads. Marketers are allocating higher budgets to native ads because this format proves to be more and more effective – content that adds value can successfully deal with ad fatigue. Native advertising is experiencing a surge in popularity, and it is to reach its peak. So, do not miss a chance to grow your business with the power of native ads.or you can do digital marketing course from Digital Vidya.

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