Advertorial is a hybrid form of advertising and editorial content that combines a promotional message with the style and tone of a regular article. The word itself is a combination of the English words advertisement and editorial. This format is designed to act as a natural part of the medium in which it is published, while fulfilling an advertising purpose – promoting a product, service, or brand.

Advertorials are usually presented as informational, educational, or inspirational content that speaks to readers in their own language. Unlike traditional advertising, which can be considered intrusive, an advertorial subtly blends into the editorial environment, increasing its credibility and the chance that the reader will pay attention to the message.

How does advertorial work?

Advertorials use the power of stories and informative content to engage readers. Instead of directly promoting a product, they create a context in which the product or service plays the role of a solution to a specific problem. For example, instead of a traditional ad for wrinkle cream, an advertorial might feature an article about skin care where the product is mentioned as an expert recommendation.

The main characteristics of how an advertorial works:

• Naturalness – the content acts as a natural part of the editorial medium and respects its style and tone.
• Relevance – the content matches the interests of the target readership, which increases the likelihood of engaging them.
• Education – delivers valuable information to readers that answers their needs or questions, building trust and a relationship with the brand.
• Subtle promotion – the product or service is mentioned subtly, often within a broader story.

Naturalness

Advertorials must feel like an organic part of the medium in which they are published. This means that it respects its style, tone and content structure. Readers should feel that they are reading a regular article and not an advertisement. This naturalness is achieved by using language and visual elements that are consistent with the standards of the medium.

For example, in a health magazine, an advertorial could be written as an inspirational article about the benefits of a healthy lifestyle. A product – such as vitamins or a dietary supplement – would be mentioned within a broader context that provides useful tips for the reader. This makes the text look not like an advertisement but a natural part of the editorial content.

The naturalness is crucial because readers today are more sensitive to direct advertising. When advertorial fits seamlessly into the medium, the reader feels less compelled to buy and perceives the message as valuable and authentic.

Relevance

Advertorials must be carefully targeted to a specific audience. The content should be relevant to the interests and needs of the readers of the medium in which it is published. Relevance is key to engaging the reader, because if the text does not offer answers to questions or solutions to problems that the audience is concerned about, its effectiveness will be greatly diminished.

For example, if an advertorial is published in a magazine for business people, it should focus on topics that are important to them – for example, cost optimisation, team management or streamlining processes. If a product or service is featured in the article, it should be presented as a specific tool to solve the problems of this target group. In this way, the advertorial not only engages but also builds a relationship with the reader.

Relevance also increases the chances that the reader will actively engage with the content – for example, by clicking on a link, sharing the article on social media or even purchasing the advertised product.

Education

One of the key components of a successful advertorial is its ability to educate and provide valuable information to readers. Unlike direct advertising, which only aims to sell a product, an advertorial focuses on informing readers, answering their questions and offering practical advice or solutions.

For example, an advertorial on eco-friendly cleaning products might include tips on how to keep the home environmentally friendly, while mentioning a specific product as an example of a gentle and effective solution. This approach helps build trust because the reader feels that the brand is offering useful information without aggressively pushing them to buy.

Educating readers also increases the value of the content and the likelihood that the article will gain their attention. Readers who feel enriched by new information or inspiration are more likely to remember the brand that offered them that content.

Subtle promotion

Advertorials promote a product or service subtly, often within a broader story or context. Instead of a direct call to action (“Buy this product now!”), the product is presented as a natural solution to a specific problem that the reader can identify with.

For example, an article about improving sleep hygiene might mention a specific brand of mattress as a recommendation from a healthy sleep expert. In this way, the reader does not feel pressure to buy, but rather has the impression of getting a useful tip or advice.

Subtle promotion is effective because it responds to the reader’s needs in a natural way. The reader often does not even realise that it is an advertisement, but perceives the content as useful and valuable. This approach builds trust, which is the key to successful marketing.

Why do these principles work?

• Building trust – the naturalness and educational value of the content makes it feel more authentic. Readers are increasingly sensitive to traditional advertising and its often aggressive tone, so advertorial that emphasizes naturalness and value fits better with their expectations.
• Strengthening the relationship with the brand – advertorial creates a context in which the brand becomes part of the reader’s story. This emotional and informational approach strengthens the relationship with customers and increases customer loyalty.
• Increase engagement – relevant and educational content engages readers more than traditional advertising. Readers are more likely to engage – for example, by clicking on a link, sharing content, or making a subsequent purchase. This effect is the result of combining subtle promotion with valuable content.

The benefits of advertorials

• Natural integration into the medium – advertorials are designed to integrate seamlessly into the editorial environment of the medium in which they are published. The content matches the style, tone and format of the medium, allowing readers to see the advertorial as a natural part of the content. For example, an advertorial in a lifestyle magazine will conform to the style typical of this type of article – easy to read, inspiring and visually appealing. This naturalness ensures that the content is not dismissed by the reader as advertising, but instead accepted as a valuable contribution to their interests.
• Building trust – advertorials focus on providing information, inspiration or practical tips, which naturally builds trust between the reader and the brand. Instead of direct promotion, an advertorial offers value that the reader will appreciate. Consumers are more inclined to brands that provide them with useful information than those that overwhelm them with aggressive advertising. An example would be an advertorial describing how to choose the right running shoes, where a particular brand is mentioned as an expert recommendation. This approach gives the impression of expertise and transparency.
• Better targeting – advertorials are extremely flexible and can be easily adapted to the specific needs of the target audience. Content can be designed to resonate with specific demographics, such as young parents, athletes, or professionals in a particular field. This targeted approach makes messages more effective and increases the likelihood of positive reception significantly. For example, a technology magazine might have an advertorial aimed at IT professionals detailing how new software will make their jobs easier, which will appeal directly to the target audience.
• Higher audience/reader and customer engagement – because the advertorial acts more like an editorial than a traditional ad, readers give it more time and attention. They often read it to the end, which increases the chance that the message will influence their decision-making. This effect is further enhanced by the fact that advertorials often contain stories or specific examples that draw the reader in. For example, a story of a customer who has achieved success through a particular service creates an emotional connection that motivates the reader to take action, such as seeking further information or making a purchase.
• SEO support – Advertorials published online have significant search engine optimization (SEO) benefits. If well-written and containing relevant keywords, they can improve a brand’s visibility in search engines. In addition, they allow you to include links to the brand’s website, which increases direct traffic and contributes to better search engine rankings. For example, an advertorial focused on travel tips can include links to specific destinations or services offered by a travel agency, increasing the chances that readers will reach the destination site. With relevant content and backlinks, advertorials can help brands achieve better results not only in their marketing but also in their long-term SEO strategy.

The difference between advertorials and traditional advertising

The main difference between advertorials and traditional advertising lies in the way the content is presented. Traditional advertising aims to directly address the customer and get them to buy. It uses clear messages, visuals andcall-to-actions to get attention as quickly as possible. However, it is often aggressive or intrusive, which can lead to rejection by the audience.

Advertorial, by contrast, takes a more subtle approach to promotion. It focuses on delivering valuable content rather than selling. Often, the reader will not even realise that it is an advertisement, as the form resembles a standard editorial. This approach increases credibility and the likelihood that the reader will receive the message positively.

How to write an effective advertorial?

Writing a good advertorial requires an understanding of the target audience, the product and the media in which the content will be published. Creating a successful advertorial therefore requires very careful preparation and following a few key steps. Because this specific content format is a combination of advertising and editorial, writing an advertorial is challenging both in terms of content and style. Below you will find detailed instructions on how to proceed:

Define the objective of the advertorial

Decide what you want the advertorial to achieve – increase sales, brand awareness, educate customers or build trust. Each goal requires a different approach:

• If the goal is to increase sales, focus on how the product solves a specific customer problem and include a clearcall-to-action.
• To build brand awareness, it’s important to create content that showcases the brand’s core values and connects it to a relevant topic.
• If your goal is education, provide practical advice or tips that bring value to readers, and present the product or service as part of the solution.

A clearly defined objective is the cornerstone on which you can build the rest of your content. Without it, the advertorial will feel vague and won’t deliver the expected results.

Choose the right tone when writing your advertorial

(taking into account your target audience and the form of communication that is close to your business)

Adapt the language and style of the content to the target group you want to reach.

• For a professional audience, use precise language and deeper reasoning, including technical terms and factual support.
• For a general audience, choose a simple, accessible and friendly tone that readers can easily understand.
• For specific groups (such as parents, millennials or seniors), tailor the style and content to fit their lifestyles, values and interests.

The tone of the text is important for readers to perceive the content as relevant and credible. Inappropriate style can cause the reader to lose interest or perceive the content as inappropriate.

Create a compelling story/story for your advertorial

Instead of simply touting a product, tell a story that solves a problem or provides value to the reader. A story is one of the most effective ways to engage the reader and keep their attention. However, keep in mind that the story should be real and don’t make things up unnecessarily. Otherwise, you will end up like most advertorials on the List, which are often a blatant bunch of nonsense and fabrications by the author who simply didn’t know what to write anymore so that he could get the contract out of his neck and get paid.

• Identify the problem – start by describing a problem or situation that the reader knows and can identify with.
• Present the solution – describe how your product or service solves the problem and show practical results.
• Use real examples – include stories of customers who have achieved success or improved their quality of life because of your product.

For example, instead of simply describing a vacuum cleaner, create a story about how a family with two dogs and young children kept their home clean and healthy with this vacuum cleaner.

Provide evidence at the advertorial

Support your message with facts, statistics, case studies or expert quotes to add credibility to your content.

• Statistics and data – for example, “90% of users saw an improvement in their skin within two weeks.”
• Case studies – describe specific situations where a product or service helped solve a problem.
• Expert opinions – cite experts or authorities to give your content weight and legitimacy.

Evidence is especially important for products that require a higher level of trust, such as health, finance or technology.

Clearly label the advertorial as advertising content

From a legal and ethical standpoint, it is important to label advertorials as “paid content” or “sponsored article” so that the reader knows they are advertising.

• The label should be clear and prominent, preferably at the beginning of the text or in the headline (for example, “Sponsored by XYZ brand”).
• Transparency increases credibility and prevents the reader from feeling misled.

In addition to ethical reasons, clear labelling is also a legislative requirement in many countries, including the EU and the US.