When it comes to the differences between an editorial and advertorial, it can be confusing and feel like a grey area, especially if you are new to world of PR and marketing! Each of these methods can be excellent marketing tools for any business or brand in the beauty, aesthetics, or wellness industries when used correctly. As a brand or business owner it important to be able to differentiate between editorials and advertorials so that you know what to expect when you invest time and money into either of these for your business.
In this article, we explain everything you need to know about editorials and advertorials including their key differences and of course, benefits.
What is an editorial?
Editorials are opinion pieces featured in newspapers, magazines, websites, and newsletters. They are a beauty PR agency’s best friend as securing a client coverage in them is a major win! Editorials carry significant authority and help to build creditability, trust and awareness for brands and their products and services. This type of content is free but is reliant on strong relationships with journalists and influencers in addition to having newsworthy or exciting content. We highly recommend collaborating with accomplished PR experts in your specific industry such as beauty, aesthetics, cosmetics and wellness to help your brand secure fantastic editorial coverage.
What is an advertorial?
The clue is in the name! An advertorial is an advertisement which is written in the form of editorial content. Good advertorials are created in the style of the publication or media platform where it is featured whether that is a newspaper, magazine, website or even Instagram profile and it must clearly state that the content is paid for or sponsored.
Typically advertorials contain high quality content whilst giving a spotlight to a particular product, service, or brand. For brands or advertisers they are an effective marketing tool for raising awareness amongst their target audiences (i.e. readers of a magazine, user of a website etc.) and driving sales or leads.
The main difference: One is paid for; one is not
The main difference between editorials and advertorials is the fact that one is paid for, and the other is not. In a way, advertorials are an extension of a traditional advert in that companies pay for them to appear in media outlets, such as newspapers, magazines, and online publications. Rates for advertorials vary between publications, in national magazines and newspapers they can cost upwards of £10,000 – but you have the potential to reach a huge audience!
The benefits of advertorials
Advertorials are specifically designed to look like editorial copy so as to both promote a product or service while educating and entertaining the audience. This establishes more of a connection with readers than a traditional advertisement that simply pitches a call to action using limited space. As you are paying for it, you have much of the control over the content and presentation of an advertorial and it may even be possible to include a special offer or promotion for readers to further boost its potential to drive sales.
To maximise your potential for return on investment always choose to place an advertorial which is popular amongst your target customers and check engagement and conversion rates before you book.
The benefits of editorials
On the other hand, the control is out of your hands entirely when it comes to an editorial as this is free media coverage that usually materialises as a result of hard work and strong media relationships. This is why it is so important, from a PR and marketing point of view, to build media contacts and relations, as they can be a huge asset down the line.
This isn’t to say that advertorials are to be overlooked as they can be great for widespread exposure, but if you can secure editorial, you are saving money and gaining credibility. It’s easier said than done, as what some outlets might find interesting or valuable to their readers, others may not, which is why companies tend to pitch to multiple outlets and send out mainstream press releases.
Editorial vs advertorial: which is right for you?
While the lines that separate traditional advertising, advertorials and editorials can be confusing, there is a difference not only in the content of such marketing tools but also in the potential outcome. When deciding between the two it’s about finding a marketing and PR strategy that works for you which may actually include both!
Perhaps relinquishing all control to an editorial isn’t a risk you fancy taking, and in that case an advertorial is probably better suited to you. In any case, good media relationships can mean the difference between the coverage you want and the coverage you get. A good PR consultant can add real value to your beauty brand and help you to build a great reputation through effective editorial coverage, advertorials and more.
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Founded in 2015 by award-winning communications expert Julia Kendrick, Kendrick PR are an experienced and passionate team who thrive on creating tangible success for every client. Since launch, we have delivered outstanding results for some of the industry’s most innovative brands and exciting entrepreneurs, such as ALLÉL, Debbie Thomas, The Private Clinic, Oxygenetix and Medik8 – and we’d love to support your brand. Please do get in touch to book your complimentary discover call with our expert team.
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