Native advertising is an advertising strategy that integrates seamlessly with the content a user is viewing. Unlike traditional banners or intrusive videos, this format blends naturally into its digital environment, whether on social media, in a press article, or as a subtle recommendation.
Its main objective? Captivate the audience without interrupting their experience, thus creating more authentic and effective engagement.
But why has this model become essential? And above all, what is its link with theinfluence marketing, today at the heart of brands' digital strategies? Let's dive into the world of native advertising and discover how it is revolutionizing online advertising.
The rise of native advertising in the face of advertising fatigue
Today's Internet users are overwhelmed by advertisements : invasive banners, intrusive pop-ups, videos that are impossible to skip… Result? Many of them develop a passive resistance and install ad blockers. To get around this massive rejection, brands have had to adapt.
Native advertising is the answer to this problem.By presenting itself in the form of organic content that follows the codes of the media or social network on which it is broadcast, it captures attention without causing frustration.
Let’s take some concrete examples of native advertising:
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A sponsored article on a press site evoking a tourist destination, written with the same quality as a classic article.
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An advertisement in an Instagram feed which looks like a regular post, but subtly highlights a product.
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An influencer YouTube who tests a new smartphone and talks about it naturally, as a sincere recommendation to his audience.
The key role of influencer marketing in native advertising
Visit native advertising and influence marketing are now closely linked. Native advertising works best when it is embodied by a familiar face, and that’s where influencers come in.
A influencer is a person who has built a loyal and engaged community on social networks. Thanks to the trust that he maintains with his subscribers, he can recommend products and services in a natural way.
When an influencer integrates an advertising message into their content, this doesn't look like an ad, but rather to a sincere suggestion. This effect is powerful: consumers are 8 times more likely to trust an influencer recommendation over traditional advertising.
Why is the native advertising + influencer marketing duo so effective?
| Key factor | Impact on native advertising |
|---|---|
| Authenticity | An advertising message integrated into an influencer's content appears more credible. |
| Commitment | An influencer knows his audience well and knows how to capture their attention. |
| Precise targeting | Advertising directly targets a niche, maximizing conversions. |
| Fluid format | The content fits seamlessly into users' feed without interrupting them. |
Native advertising and influencer marketing: concrete examples
Some campaigns have left their mark on people's minds through their innovative approach to native advertising coupled with influencer marketing.
📌 Airbnb & the New York Times: immersive advertising
Airbnb has collaborated with the New York Times to produce a interactive article on the history of immigration to Ellis Island. The aim was to promote the idea that every journey is a unique cultural experience. Result? A captivating content which looks like a report, while promoting the Airbnb brand.
📌 McDonald's & BuzzFeed: Entertainment Marketing
McDonald's has invested in sponsored content on BuzzFeed, with interactive quizzes and humorous articles related to its products. Result: a strong engagement of users, who interact without even realizing that they are consuming an advertising message.
📌 Cristiano Ronaldo & Nike: marketing influence in action
On Instagram, Cristiano Ronaldo regularly shares posts highlighting Nike, a brand of which he is an ambassador. These posts don't look like an advertisement, but to a authentic moment of life, which makes them all the more impactful.
The benefits of native advertising for brands
More and more companies are adopting this approach because it presents many assets.
| Benefits | Explanation |
| 🚀 High engagement rate | Internet users interact more with content that does not look like traditional advertisements. |
| 🔍 Optimized user experience | No interruption, seamless integration into the content consumed. |
| 🎯 Better targeting | Thanks to platform algorithms and influencers, the message reaches a relevant audience. |
| 📢 Increased credibility | The authenticity of a content creator builds consumer trust. |
How to succeed in a native advertising campaign with influencers?
To maximize the impact of a campaign, here are the keys to success :
1️⃣ Choose the right influencer
The classic mistake of brands? Select a influencer only on his popularity. A good choice is based on:
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Alignment of values between the brand and the influencer.
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Real commitment of its community (an account with 1M subscribers and few interactions is less effective than a micro-influencer engaged).
2️⃣ Prioritize authenticity
A campaign must be subtle and sincere. Consumers are quick to spot an ad that is too forced. It is essential that the message fits in naturally in influencer communication.
3️⃣ Focus on quality content
A good one storytelling makes all the difference. A well-thought-out video, a beautiful staging on Instagram or a engaging article on a blog reinforce the impact of the campaign.
The Future of Native Advertising and Influencer Marketing
The world of digital advertising is constantly evolving. In 2025, we can expect:
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A rise in power of micro-influencers, whose audience is more qualified.
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More interactivity, with immersive formats such as augmented reality.
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Hyper-personalized experiences, thanks to user data and AI.
Brands will have to reinvent oneself constantly to stay relevant and maintain a strong connection with their audience.
Our opinion on native advertising and influencer marketing
Visit native advertising, coupled with marketing influence, has become a a genuine strategic lever for brands. It helps capture consumers' attention without interruption or intrusion, while building a relationship authentic and engaging.
Internet users don't like to be interrupted, but they enjoy discovering content that interests them speaks and inspires them. That's why the duo native advertising + influencers is a winning solution, provided it is used well.
In a world where Traditional advertising is losing ground, THE Native advertising is the future of digital communication. Brands that master this art will be one step ahead of their competitors.
And you, have you ever been influenced by native advertising without realizing it?