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Natively (aka native content) means when content is shared directly on a specific platform – usually social media networks.
For example, let’s say I’m writing a blog post and then link to the post from social media. That’s not a native distribution on the social media network. I’m asking people to leave the specific network and come to my site to read the blog post.
In a native distribution of content, I would take a few tidbits of information from the blog posts and share them on other networks directly – and here’s the key – without linking back to the blog.
Sharing content natively means it’s directly on that network. No linking. No clicking.
Often the term natively is mostly used in the roam of multimedia.
Twitter now natively allows videos (up to 30 seconds). Before that change in 2015, Twutter users would have to upload video to YouTube and could then link to it from Twitter. Facebook also allows videos natively. All the major networks – LinkedIn, Twitter, Facebook, Pinterest, Instagram – allow the native sharing of photos, for example.
Sharing content natively is a best practice – but not always a common practice. Many brands still want the click through to their website. Native content can reach a lot more people in a more meaningful way, though.