Native creative method: how to reduce advertising costs through effective advertising videos

Abstract

Annotation. A significant number of companies and brands compete for the attention of users on social networks, and the correct choice of target audience and its segmentation are the key to successful advertising. The purpose of the study is to identify more effective advertising formats for businesses in terms of limited budgets. The article examines the main problems that businesses face when advertising on social networks, in particular, increasing competition, decreasing user attention, and increasing advertising costs. Particular attention is paid to the algorithms of the Facebook and Instagram platforms, which evaluate content according to the criteria of interaction and positive emotions. The method of producing native creatives is studied in this article. The main features of native advertising are determined: unobtrusiveness, clear call to action, organic format similar to organic content on the advertising platform. It is found that native advertising is “natural” advertising that is perceived by users as useful content that recommends an action without obliging them. The concept of “advertising that does not look like advertising” is considered, which allows businesses to attract the attention of users without explicitly imposing a product and reduce the advertising costs. The main task of native advertising is to imperceptibly lead the user to this decision. The key advantages of native creatives are highlighted: versatility, ensuring compliance with the expectations of the target audience, high reach, no interference in a user's personal space. The study shows that native advertising is highly effective because it can be seamlessly integrated into any platform's context, as long as the content is relevant and offers practical solutions to users' problems. The article also contains practical examples and strategies, in particular, the use of the AIDA structure to create advertising campaigns that effectively increase attention retention, reduce advertising costs, attract an audience and improve brand trust, forming customer loyalty.