Native Content

Definition of Native Content

Branded content that blends seamlessly with the platform on which it appears, matching the form and function of the user experience.

Explanation of Native Content

Native content refers to marketing material that is seamlessly integrated into the platform or medium where it appears, matching the form and function of the surrounding content. This approach aims to provide a non-disruptive and engaging experience for the audience. For example, a sponsored article on a news website that resembles the site’s editorial content is considered native content. Native content can take various forms, such as sponsored articles, social media posts, and video ads. By blending in with the platform, native content is less intrusive and more likely to be consumed and shared by the audience. The goal is to create content that is relevant, valuable, and engaging, enhancing the user experience while achieving marketing objectives. By leveraging native content, businesses can increase brand awareness, build trust, and drive engagement without disrupting the user’s experience. The ultimate objective is to deliver marketing messages in a way that feels natural and relevant to the audience.

This dictionary entry was written by

Per-Gulbrand Peter Braathen

With a foundation in doctoral-level research, Per-Gulbrand Peter Braathen is a seasoned expert in the areas of marketing, branding and communication. His proficiency extends to marketing management, branding and communication strategy. Braathen's experience is underscored by his rich background from various industries, including entertainment. A distinguished alumnus of the USC Marshall School of Business, Braathen boasts a Master of Science in Marketing, complemented by a Graduate Certificate in the Business of Entertainment from the USC School of Cinematic Arts as well as two undergraduate Bachelor degrees from the esteemed University of Southern California.