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HDMS033. The Art of the Soft Sell: Native Advertising for Comedy Careers

You’ve probably seen a native ad today without realizing it. That skincare article you clicked on from Vogue???? Sponsored by a serum brand!!!! That Spotify playlist that magically matched your mood and promoted a Netflix show???? Yep, that too!!!!

Unlike traditional ads that practically shout “HEY YOU! BUY THIS THING!”, native advertising blends in. It looks and feels like regular content—something you’d want to read or watch anyway—but behind the scenes, it’s doing the job of selling.

And here’s why that matters:

As comedians, creatives, and indie producers, we don’t always have the luxury of a massive advertising budget. But what we DOOOO have is the ability to tell stories, make people feel something, and create content that connects!!!! That is EXACTLYYY what native advertising is built on!!!

So the question becomes: How do we start creating content that doesn’t just entertain—but also quietly sells us, our shows, our podcasts, or our projects—without making people feel like they’re being sold to?????

This Harvard module (3.3.2 Native Ads) introduced native advertising as a way for brands to provide value before asking for anything in return. And that’s something every comedian can borrow. Because when you make people feel something first—laughter, insight, curiosity—they’re far more likely to remember you, follow you, or show up to your next gig.

Let’s talk about what native advertising actually is, why it works, and how we can use it to build comedy careers that grow without shouting. BORA, MULEKE!!!

I. What Native Advertising Actually Is (According to Harvard)

According to module 3.3.2, native advertising is different from traditional display ads in two major ways:

First, it’s designed to blend in with the content around it. It doesn’t look like an ad. It looks like a blog post, an article, a playlist, a story. It wears the same clothes as the platform it lives on.

Second, it exists to offer value first—entertainment, insight, aesthetic vibes, whatever makes it worth your time—before it tries to sell anything.

It’s the opposite of “Buy Now!” energy. It’s “Here’s something interesting—oh, by the way, we made it.”

Harvard gave three examples that made this hit home for me:

The Philippines Tourism Board partnered with the BBC’s travel site to publish a beautiful, immersive photo essay about the country—like a journal entry, not a sales pitch. At the very end, there was a quiet link to learn more.

Allbirds did a native piece on climate change and bird migration. It read like a well-researched, interactive article with visuals and slow color fades. The brand only came in when it made sense.

Netflix and Spotify teamed up to launch custom playlists blending Stranger Things tracks with each user’s top songs, complete with spooky visual effects. It wasn’t an ad. It was an experience that just happened to promote the new season.

That’s the secret: native ads don’t feel like ads. They feel like content you actually want to engage with.

And they work. According to Harvard, native ads are viewed over 50% more than regular display ads, and they get higher click-through rates because people aren’t tuning them out the way they do traditional ads.

But the goal of native advertising isn’t always a click or a purchase. Sometimes it’s just planting a seed—creating a halo effect around a brand. And that’s the part comedians can use!!!!!! You don’t always need to make a hard ask!!!! You just need to LEAVE AN IMPRESSION that makes people want to COME BACK FOR MORE!!!!

II. Why Native Ads Work (And Why They’re HELLA Tricky)

Native ads work because they feel like they belong. They speak the language of the platform they’re on. They’re not trying to disrupt—they’re trying to enhance.

That’s why people engage with them more. They don’t trigger that automatic “ugh, another ad” reaction. Instead, they feel like an article, a playlist, a visual story. And when people actually enjoy the content? They start to like the brand by association. That’s the halo effect.

But here’s the catch: they’re not easy to make, okay??? These bitches be tricky, as I'm coming to learn... But I take it it's part of the process, and just because it's a completely foreign concept to me (or to you) it doesn't mean it isn't worth the effort of learning it and, dare I say, making mistakes too!!! My dad always says that anything worth doing is worth doing poorly. That's how I'm beginning to feel about this "strategic" side of marketing.

So how do we create native ads as comedians???? How do we start??? Well, as far as creating a good native ad, it means doing more than slapping your name on a banner. You have to create something worth consuming. That takes time, it takes strategy, and it definitely takes storytelling... three things that most traditional ad campaigns don’t usually prioritize.

And so this whole thing makes me think that, for brands or comedians without a big team or budget, native advertising can be both a challenge and an obstacle at the same time...

Not to mention that there’s also an ethical layer to this madness. Check this shit out:

Some people argue that native ads are too sneaky (???) and that, by blending in so well, they blur the line between content and advertising in a way that could be misleading. Can the audience really tell what’s sponsored and what’s editorial? Does it matter if they can’t?

Personally, I think it depends on intention and execution. If the content is genuinely valuable and the brand isn’t trying to trick anyone, then native ads can be a more respectful way to engage people. But if it’s manipulative or dishonest? That’s where trust gets lost.

There’s also the issue of scope. Native ads tend to work better for products or experiences that have a vibe, a lifestyle, or an emotional hook. It’s easier to make a beautiful, immersive native campaign about travel, beauty, or wellness than it is about toilet cleaner.

So yes—native ads ARE EFFECTIVE!!!! But they’re also high-effort, high-context, and high-stakes!!!!!! You HAVE to be willing to tell a story that matters, even if the call-to-action is quiet!!!!!

III. What Comedians Can Learn from Native Ads

Here’s the part that really lit something up in my brain: comedians already make native content—we just don’t always think of it that way.

Native advertising is all about creating something engaging that just happens to be aligned with your brand or offering. That’s what we do every time we post a clip that makes people laugh and stick around. Every time we share a story that hits, or a podcast episode that hooks someone emotionally.

The difference is that most comedians stop there. We post the content, hope it goes viral, and cross our fingers that people follow us or buy a ticket. But native ads take it a step further: they’re strategically placed, purposefully written, and quietly promotional.

And that’s the lesson.

As comedians, we can start thinking about our content like native ads—not “Buy tickets now!”, but “Here’s a story you’ll love—and by the way, here’s what I’m up to.”

Some examples of native-style content comedians can use:

Behind-the-scenes stories about producing your own show, ending with a soft CTA like “Come see what we built.”

Mini essays or blog posts reflecting on your worst bomb or best crowd, tied into promoting your podcast episode.

Funny reels or sketches that showcase your style, tone, and worldview—followed by, “You’ll love my stand-up special.”

Podcast guest spots where you’re genuinely being you—offering value, making people laugh—and organically mentioning your next show or project.

The key is this: the content has to stand on its own!!!!! If people would engage with it even without the plug, you’re doing it right!!!!

That’s how you build trust. That’s how you make people curious without begging for their attention. That’s how you turn everyday content into native promotion—and suddenly, your whole feed becomes a soft-sell machine that doesn’t feel like marketing at all.

IV. How I’m Applying Native Advertising in My Own Work

I didn’t call it “native advertising” at the time, but looking back, I’ve been experimenting with soft-sell strategies for a while. Not because I’m some marketing genius—but because I’ve always hated feeling like I was forcing people to care.

So I started creating content that people would actually want to engage with. Content that felt like a diary entry. A confession. A laugh. A secret I was sharing. And then—tucked at the end, or woven subtly throughout—I’d drop the show link, the podcast title, the CTA.

Not because I was hiding the fact that I was promoting something—but because I was leading with value first.

Here’s how I’ve been using native-style thinking in my own career:

Podcast storytelling that doubles as personal brand marketing When I talk about fear, love, or identity on the podcast, I’m not just filling airtime—I’m building a relationship. And if someone connects with that, they’re more likely to come to a show, share an episode, or stay tuned for what’s next. It’s not a hard sell. It’s a soft bond.

Live show themes that offer value beyond just laughs I didn’t want my shows to be just another comedy night. That’s why I created concepts like Haunted Comedians or Failed By Sex Ed—each one is a conversation starter, a niche, a vibe. The theme itself becomes content—it attracts people who are into that subject, and it makes promoting the show feel like sharing a cool idea, not a ticket link.

Blog content and social posts that teach, reflect, or entertain I write pieces like this one to unpack what I’m learning, and in doing so, I’m also marketing my journey. When someone reads about how I’m building a business, taking a risk, or learning through failure—they’re not just watching the show from the outside. They’re invested in the story. And once they’re invested in the story, buying a ticket isn’t a transaction—it’s support. It’s community.

Experiences that feel editorial, but function as subtle promotion Whether it’s a podcast segment, a themed photoshoot, or a behind-the-scenes video, I’ve learned that people want to feel like they’re part of something. So if I can make a piece of content that feels like a window into my world—**not a flyer, not an ad—**then that content becomes a native ad without ever calling itself that.

That’s how I think about it now!!! Not “How do I sell this thing???” but rather “how do I make something people GENUINELY WANT... and let the sale be a NATURAL next step?????”

And that, my friend, is the art of the soft sell :)) and it’s also why native advertising isn’t just for brands with budgets!!! It’s for artists with stories <33 it's for me, it's for you, it's for all of us creatives!!!!

TL;DR + Action Steps for Comedians

Annnnnnnd that was the blog post!!! You've made it to the end!!! So what did we learn??? What even is native advertising???

Native ads are ads that don’t look like ads. They blend into the platform they’re on and actually offer something valuable—like a story, a playlist, a podcast segment, a blog post—before they ever try to sell you anything.

They feel natural, like content you’d click on anyway, you know??? And that’s the point!!! You’re not pushing your thing on people—you’re INVITING them in!!!!

Why It Works (And Why It’s Worth It)

People engage more with native ads because they don’t trigger ad fatigue.

They work well in industries built on aesthetic, emotion, or storytelling—comedy included.

They’re not cheap or fast. They take creative effort, editorial skill, and intentional design. But for comedians? That’s our entire job.

How I’m Using It in My Career

I create shows with themes that spark curiosity and start conversations.

I design podcast episodes and reels that are authentic and funny first, promotional second.

I write blog posts that reflect on what I’m learning—marketing, comedy, identity—and naturally tie in upcoming shows or projects.

I aim to make my content feel like a mini experience, not an ask.

How You Can Start Today (No Ad Budget Needed)

Think value-first. Before promoting something, ask: Would this still be worth sharing even if I weren’t selling anything?

Tell a story. A good native ad is a good narrative. So is a good post. Build emotional connection first.

Use your existing platforms as native ad spaces. Your social feed? Your podcast? Your blog? That’s all prime native ad real estate. You just need to treat it like part of your brand strategy.

Keep the plug soft. You don’t need ALL CAPS + BUY NOW + 48 EXCLAMATION POINTS. End with a gentle nudge. If the content was good, people will want more.

Track what resonates. If a post gets engagement, ask why. Was it funny? Vulnerable? Useful? Reverse-engineer what worked—and do more of that.

Therefore, what I learned in module 3.3.2. Native Ads is that:

You don’t have to scream to sell. You don’t have to beg to be seen. You just have to offer something real, wrap it in your voice, and trust the connection to do the rest.

THAT is native advertising. Also known as THE SOFT SELL. And that’s how comedians grow without burning out OR selling out!!!

I hope this module reflection was as helpful to you as it was to me.

Don't forget to follow me for more posts on the HDMS series!!!

Tchau tchau <3