This article identifies, describes and analyzes the speech features of the presentation of information in the texts of native advertising placed on the personal pages of leaders of professional communication communities in social networks Facebook, Instagram, VKontakte. For linguistic analysis, in addition to social networks, were involved texts, posted on the official web- sites in the sections “News”, “About us” etc., which are also qualified by the author as a native advertising. The article proves that the analysis of communicative success of native advertising should be based on such concepts as communicative status, speech behavior, communicative intention of the subject of speech. When certain parameters of these concepts coincide, any publication in the social network acquires a communicative effect of native advertising. The author of the article puts forward the hypothesis that the texts of native advertising have a number of specific features: personification of content, mimicry under the genres corresponding to the pragmatic needs of users in both traditional media and social networks (life story, biography, review, recommendation, advice, instruction, invitation, guide, etc.). To prove this hypothesis, the author analyzed user content on the Internet. As an empirical material for the study were used texts posted in the public opinion leaders (users of social networks with high professional or social status, communication workers: journalists, publishers, PR-specialists, well-known bloggers). The effect of native advertising is explained by the fact that the author of the publication of native advertising has a high communicative status, so the incoming information a priori has a certain guaranteed quality, because it is supported by the reputation of the subject. The author of the article shows by convincing examples that the sender and the reader of native content enter into trust communication at the pre-text level. The reader, when perceiving native content, realizes that the sender makes his post with a certain strategic goal, but accepts it favorably, because he trusts the subject of speech.