Page 337 - Social Media Marketing for Dummies

within Facebook, and at the end of the sweepstakes, a million-dollar winner was
crowned. The value of this app to Chase was that people were spurred on to use
their card for every purchase. Figure 22-1 shows the sweepstakes winner.

FIGURE 22-1:
Chase Freedom
Million Dollar
Sweepstakes.

Engaging

For native advertising to succeed, it must continuously engage users. It should be
designed to encourage repeat use and sharing of the native advertisement. On
Buzzfeed, the article “14 Ultra-Pimped-Out ‘Sims’ houses you wish you could
actually own” does a perfect job of making an advertisement for Sim4 suddenly
appear immensely engaging.

Simple

Probably the most critical attribute of successful native advertisements is that
they’re typically very simple. You shouldn’t try to build Microsoft Office into your
native advertisement. Users are more likely to adopt apps that are simple,
straightforward, and focused on doing more with less, or using less to tell a story
in a way that’s still deeply engaging.

CHAPTER 22 Becoming an Authentic and Engaged Advertiser 321