Although they are often used interchangeably, the concepts of Native Advertising and Brand Content are different and can supplement one another.

Understanding the differences, and more importantly, the complementarity and interdependence of the two concepts is a major advantage in establishing the best possible strategy.

Brand Content: definition

Brand Content is a foundational strategy with a long-term focus and an emphasis on qualitative content. It aims to distribute high-value content, providing consumers with added value.

Brand Content makes it possible to showcase brand identity, highlight its history, its values, and everything it stands for in a subtle manner.

It is the brand itself, more than a product or service, which is showcased. The content created enhances its image and credibility, anchoring itself in the minds of consumers as a reference. You can create this content yourself or enlist the help of specialists.

Examples of Brand Content:

  • Advice: blog articles, worksheets, tutorials, etc.
  • Descriptions: a detailed presentation of your products or services;
  • Videos: a presentation of products or services, set-up information, etc.
  • User-created content: reviews, support communities, etc.

Brand Content highlights the brand, its history, and its image: it is a branding strategy.

Native Advertising: definition

Native Advertising originated on social networks with sponsored content.

It blends perfectly and naturally into the feed that appears on websites, or in the case of social networks, on users' walls between their contacts' posts and those of the brands they follow.

Native Advertising offers undeniable advantages:

  • Perceived as unobtrusive, it is geared toward Internet users' experience;
  • It avoids the banner blindness effect (when Internet users are so used to advertisements being shown in the same spots that they no longer see them);

According to one of our studies in partnership with the Ifop (Institut Française d’Opinion Publique - the French institute of public opinion):

  • 75% of users surveyed consider native advertisements to be better integrated;
  • 42% say that they would be more likely to click on native, rather than traditionally formatted advertisements;
  • 40% find them to be more interesting.

Native Advertising provides a better user experience, as it matches their expectations and interests.

The usefulness of Native Advertising, however, goes beyond mere practicality. It cannot be reduced to a tool that serves only to enhance the brand image of a company.

The way in which it can be integrated into media ensures superior commitment rates. This makes it a driving force in meeting performance objectives, such as generating high-quality traffic or leads.

Native Advertising and Recommendation Systems

Recommendation systems are considered by the IAB to be Native Advertising.

Despite this, the primary advantage of Native Advertising is its capacity to fit perfectly into the feed for maximum efficiency, which is not the case with recommendation systems.

In addition, Native Advertising truly emphasizes the message, while in the case of recommendation systems, various types of content are diffused at once. This results in a less qualitative user experience for both Internet users and brand presentation.

Discover our native advertising ad campaign guide

Differences between Native Advertising and Brand Content

Although the definitions of Native Advertising and Brand Content emphasize different points, the two terms are often used interchangeably, when they are not simply considered to be a single concept.

  • And yet, the differences are clear!

They use different strategies:

While Native Advertising is subtler than traditional advertising, its primary objective is to generate an immediate reaction from the prospect.

It establishes commitment and serves conversion as well as branding objectives.

Brand Content also focuses on enhancing brand visibility and sales, but it is above all an image strategy. It aims to build a true relationship with the consumer, offering value-added content.

Consumer access differs:

  • Native Advertising is content sponsored by a brand. It pays for its advertisement to appear on websites or social networks.
  • By contrast, it is the consumer who unknowingly searches for Brand Content. For example, when typing keywords on Google, the consumer finds an article that answers their questions - by a brand that produced the content specifically for this purpose.

Native Advertising or Brand Content?

Here are the takeaways in differentiating between Native Advertising and Brand Content:

  • Brand Content is the content;
  • Native Advertising is the diffusion of the content;
  • Using Brand Content in Native Advertising can supplement a Content Marketing strategy;
  • Brand Content is not only essential to Native Advertising: it is also used for performance targets.

 Native advertising and branding are extremely complementary!

Native Advertising and Brand Content: stronger performance together

Despite their differences, Native Advertising and Brand Content are truly complementary.

Complementarity you can use to boost performance.

Both concepts have a significant impact in terms of engagement and offer excellent results. To get the greatest benefit from Native Advertising, however, having strong content is a major advantage; all the more reason to use Brand Content.


If your native advertisement attracts Internet users, they will view more. And if what they find is poor-quality content, their interest in you will soon disappear. They might even end up with a negative opinion of you.

It is therefore essential to develop a qualitative, long-term foundational strategy: Brand Content.

When it comes to promoting and enhancing the visibility of your marketing content, there is no substitute for Native Advertising!

Native Advertising and Brand Content are different and not to be confused. However, above and beyond their differences, they can be used together in a way that benefits brands. Using both concepts in your marketing strategy builds quality communication, attracting confidence and helping you to retain your target audience.

3 Key Points:

  • Native Advertising is naturally integrated in feed.
  • Brand Content is useful or enjoyable content that provides Internet users with information.
  • Both concepts are highly effective, and even more so when used together.

For Advertisers, Agencies and Trading Desks

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