With the arrival of social networks in 2008, Internet users began to discover new forms of content and no longer needed to visit websites to access them. Websites have seen their traffic halve and have become dependent on these new social platforms through which Internet users now use to discover and share content.
Here’s why “original content” has always been the “advertising of tomorrow” and why “custom content” is now the future of the native format.
The era of Native Advertising
Social networks have gradually become the main source of traffic to websites. The drop in traffic is accompanied by a drop in revenue for publishers who find themselves today having to monetize their audiences.
Social media ads grew 36% to $22.2 billion spent compared to 2016. Digital advertising retains its position as the leading advertising channel (39.2% of the global advertising market in the first half of 2018).
Brands will spend about 40.2% of their budget on online advertising in 2018, up from 37.6% last year. By 2020, online advertising is expected to account for 44.6% of global advertising spend. In this war to the attention, users have gradually turned away from conventional advertising formats to turn to “native” advertising formats that take the form, the background and function of its environment.
Original content: the advertising of tomorrow
There are two types of Internet advertising: Classic Advertising and Native Advertising. Proposed in early 2012 by Facebook, Native advertising takes the form, background, and function of its environment. On average, 7% of users interact with native advertising compared to 0.5% for conventional advertising. Ads spending on “Native” advertising will account for 58.3% of the digital signage market or $32.9 billion in 2018.
However, there are two different formats in Native advertising: Native Display and Native Content. Some consumers still consider that the Native Display is an intrusive advertisement, even if it is supposed to be graphically more pleasant. The Native Content is more and more privileged because unlike the Native Display, it takes the form of informative content. Today, they allow influencers and media to really monetize their work: the production of content.
Custom content: the future of the native format
Unlike the Native Display that we are forced to look at and displayed in a decontextualized way, native content is a content to which users go on their own. This tailor-made content or “custom content” is content created by the influencer/media for a brand (an advertiser), integrating into the heart of the editorial line (article, post or story, video). The brand benefits from the reputation of the media or the influencer who publishes it.
Brands that use influence marketing gain credibility, with the audience being much more focused and engaged. Messages from influencers always seem more authentic than a display advertising campaign. Influencers are unique sources of information whose legitimacy often exceeds those of brands. Native content benefits from the fact that it is the users who come to it, that it is not the brand that speaks directly and that it can be declined in different formats (article, video, Instagram story, etc. .. ).
Influencers create content that engages
The native content that brands command is better targeted because influencers know their community and are able to create content that will engage them. To stand out in this rapidly evolving world, the influencers of tomorrow will be those who will probably offer original, relevant or exceptional content to their audience.
From a financial point of view, using an influencer is much less expensive than what conventional advertising displays can cost. However, some brands remain cautious about the use of this marketing lever because the ROI measurement technologies were still not optimized and the models of purchase for visibility were still not standardized.
With technology, advertising agencies can now sell native custom content campaigns (influence marketing campaigns) on a CPM basis to their customers. Here’s how using FameUS:
Create your own network of influencers, easily
With FameUS, you can build or manage your own social pages portfolio by connecting or inviting publishers to connect the social pages you want to monetize.
By allowing them to connect all their social media channels, you get instant insights from the private API at a page level but also at each post format level. When you invite a publisher, he automatically get a free account linked to your agency’s account.
You can follow their activity at a page level but also the performances of any post format so that you identify in seconds which ones have the best performance to reach your customer’s goal. It means you can ensure performances to your customers without paid advertising.
The FameUS algorithm combines the exact prediction of organic performance with the most democratized ad buying model (CPM – Cost per Mille). FameUS allows agencies to face with the biggest challenge on this market: being able to sell influence campaigns using the right post formats charged at the right price. In short: better content distribution with guaranteed organic performances.
FameUS converts influencer post formats into a new potential revenue stream by predicting their future performances. It means agencies can sell content diffusion to their clients, on a CPM basis and with guaranteed performances.
Campaign management made easy
Being able to convert any social pages into an inventory of organic post formats whose you can predict the future performances is something unprecedented.
It allows you to identify how to publish content based on impressions or engagement performances, and thus drag them into an interactive media planning.
FameUS allows you to offer the same level of social performances to your customers without buying paid advertising, to increase your profit margin while still assisting your customers on the new digital practices. Finally, to give your customers a specific, available and captive audience.
Pricing & campaign validation
When drafting a campaign, once each format has been positioned in the media plan of the Campaign Manager, the involved influencers receive their allocated tasks and can accept it. You can see the overall campaign’s performances (total views, engagements, and impressions), assign a specific CPM on each format and then sell it directly to your client.
Automated reporting and real-time performance analysis
For total transparency, you can share a link allowing your client to follow the campaign in real time; from the media planning creation to the effective publication.
Why do advertising agencies need FameUS
Thanks to FameUS, agencies can sell influence marketing campaigns through organic contents without using external Influencer Marketing Platform. They can sell Influencer campaign on a CPM basis.
Brands need their agency to use FameUS: Thanks to FameUS, a brand can now increase its real earned media value by using external audiences to grow its owned media value naturally. A brand can now be exposed without being considered as regular advertisement. A brand can see how people react during engaging content consumption instead of advertising media consumption. A brand can now buy organic content on guaranteed performances while using its advertising budget instead of the marketing one. A brand can validate and follow every aspect of the campaign in real time for total transparency
Influencers need to connect with an agency on FameUS: Thanks to FameUS, they can work closely with agencies without being trapped among thousand of others publishers/influencers. Their content production and publication activity are being really valorized on all social networks. They can partner with top brands without having to approach them by themselves. They can access unique KPI’s and see what type of post they should focus on to beat the algorithm. They can invite and manage their teams to execute campaigns efficiently. They will receive a way more campaigns to execute than in any other Influencer Marketing Platform. Finally, they will be rewarded for what they really do: creating content.
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