Unlike display ads or banner ads, native ads don’t really look like ads. Native ads are often found in social media feeds, or as recommended content on a web page.
Native advertising is the use of paid ads that match the look, feel and function of the media format in which they appear. On social networks, we should see something called native advertising. Hence, you sometimes get messaging about buying her album or tickets to a concert (at least in the pre-pandemic world where concerts existed), but you remain a Facebook fan because you get value in other ways through your relationship with her page. She shares cuts from her albums before they’re available in stores as well as insider information about music and bands in exchange for joining her network. You HAVE to provide about 90% value to 10% commercial messages. So, the key to making social media work is to provide some other type of value - be it entertainment, information, support, or other types of rewards - in exchange for exposure to your commercial message.
I mean, face it, no one really LIKES commercials! So, advertisers can’t expect us to allow them to interrupt us with commercial messages since they provide no value in exchange.
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The difference between traditional media and social networking is that social platforms - Facebook, Twitter, YouTube, etc - are already FREE and the content is provided by other users, hence content doesn’t require sponsorship to ensure continued content is available to users. The value difference between traditional media and social networking Sports sponsorship offer an opportunity for brands to capitalize on content to ensure viewers see their commercials because, for the most part, viewers choose to watch sporting events in real-time, eliminating opportunities to screen out commercials and, since streaming services don’t carry sporting events, sports enthusiasts have limited opportunities to avoid commercials. In part, at least, this preference comes from advertising that’s termed “spray and pray” meaning ads are shown to wide audiences in hopes of reaching a target market without a clear targeting strategy. Increasingly, consumers prefer to pay for content rather than subject themselves to advertising.
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Streaming services offer ad-free content on both TV and radio, while more and more users record programs for later viewing, which allows them to fast-forward past commercials. Of course, technological changes now allow us to avoid much of the advertising paid for by content sponsors. In fact, soap operas get their name from historic trends in sponsorship that were overwhelmingly cleaning products. In exchange for this content we want to see, we ALLOW advertisers to interrupt our day to tell us about their products. Traditional media provides value through subsidizing content - free TV and radio programs, lower-cost magazines, and chances to win prizes. If you think about it, it’s pretty obvious that there are vast differences between traditional media and social networking, like those listed in the table above. Highlights: How Traditional Media and Social Networking Differ How traditional media supports content Hence, I removed this element from the table. For instance, social networking is no longer truly free as organic reach declined with changes in the algorithms determining how messages spread across social platforms. When I originally wrote this content, I identified 16 differences, although, over time, new operational and functional differences emerged and some differences disappeared. To summarize the differences between these two communication channels, check out the table below that I think outlines key differences in the way to succeed with each particular channel. Differences between traditional media and social networking In fact, so many changes impacted this post, we republished it to reflect the changes.
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Run your social media campaign like your traditional media campaign and you’re likely to see more damage to your brand reputation than benefit and you’ll waste a lot of money doing it.Ī lot has changed since I originally wrote this post way back in 2012, so it makes sense to update it now with some new understandings of the two communication channels and how to use each one successfully. These differences between traditional media and social networking aren’t just interesting - understanding how social media is different from traditional media has a major impact on whether you’re successful with social media. Major Differences Between Traditional Media and Social Networking
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