As shown in Why Buy Native?, native ads receive large amounts of attention from consumers browsing headlines in content feeds. Because of that the headline is the most important element of a native ad. It is the only element of a native ad that 100% of users will see, making it a perfect place to create positive brand associations. Given that, Sharethrough recommends keeping the following in mind when making native creatives:
- Uncover the most interesting "nugget" of the content and make that the headline. It will provide a singular interesting focus.
- Bring the emotion of the content to the headline. The brain filters for information that fits previous emotional experiences — so telegraph that.
- Write headlines within 3 of these 6 styles: Heartwarming, Questions, Jaw-Dropping, Inspiring, Innovative, Informative
- Traffic at least 3 headlines per creative. It will allow for optimization to the best performing message.
- Choose images that show human emotion. Using thumbnails that show a human clearly experiencing the emotion telegraphed by the headline will make it even more impactful.
- Remember the brand. If the goal of the campaign is awareness, make sure that the headline includes a brand mention to get the full value of the impression.
Sharethrough has also created the Sharethrough Headline Analyzer, a free online tool that offers real-time feedback on headlines to help improve effectiveness.
Contact a Sharethrough rep for additional materials, including an in-person headline workshop and companion handbook.