I’m usually pretty irritated when I’m watching something and a pop-up blocks my view. I try to hit that x like I’m playing whack-a-mole. But when I’m scrolling through social media and see something that tells a story or makes me laugh, I’ll stop and watch no matter who posted the content — a person or a brand.

That second kind of advertising is called native advertising. There’s usually a small label telling me if a post is sponsored content, but that’s less important to me than the quality of the content. Brands who master native advertising strategy create relatable content, show engaging visuals, and make their customer the hero.

Follow along to find native advertising best practices and how to launch your first campaign.