New 'Culture Codes' from Meta Will Help Advertisers Improve Promotional Performance
As people's attitudes toward social media change, so do the types of material they find most engaging and appealing in social apps.
Originally, marketers used Facebook and Twitter as an additional broadcast platform, another location to present their commercials in an effort to attract customers' attention and promote more items, similar to how they'd arrange ads in magazines or in between segments of television shows.
However, since social media has revolutionized creation and offered everyone a place to express their own opinions with the world, brand communications and how promotions connect with their preferences have changed as well.
According to Meta:
“We’re seeing a shift away from perfection and polish, and towards a culture that instead celebrates what’s unpolished and real. In a recent report from consumer insights company YPulse, a survey found that 84% of young consumers agreed with the statement that “I like it when content from brands is not perfect” and 79% of them agreed they are “tired of seeing perfect images in advertising.”
This is especially visible on TikTok, where the material that fits the platform's presentation style does considerably better than pure adverts, which viewers will simply swipe over in the feed.
As a result, Meta has created six "cultural codes" that it claims will help marketers generate more engaging, natural-looking content that will relate to modern social media viewers.
“Culture is driven by people, and that culture has its own language - relatable, unpolished, and above all, human. Creativity here feels like it’s made by people, for people. When brands understand prevailing culture codes, they communicate as peers, establishing relatability and trust through a shared language.”
The following are Meta's six Culture Codes:
Real individuals are presenting real tales, and they're inviting employees or consumers to express their message.
They use the platform's language to signal their place in the feed, and hence in culture.
They use the creators' power to build trust and relatability.
They take us behind the scenes to give us a glimpse into the production process.
They employ lo-fi editing techniques that give the impression of being handmade and human.
They make use of comedy to blur the lines between brand and audience.
With these factors in mind, Meta believes that brands will be better able to produce advertising and promotions that are more in line with changing consumer expectations and speak potential customers' language in-stream.
Authenticity and producing material that aligns with how ordinary people engage, such as how you would describe what you do to a buddy, are the main values here.
This is certainly the main focus — as more people seek to develop more personal connections online, marketers must follow suit, taking the time to understand and listen to how their audience interacts before launching disruptive promotions.
There are some solid points in this. You may take a lot or a little from them, but these tips will undoubtedly help you enhance your advertising technique and attract modern consumers.