Meta Lists 6 Culture Codes for Advertisers
Meta has published a study comparing the performance of professionally created content versus “ordinary life” material.
According to the research, lo-fi material is a significant driver to brand ad recall and content views.
Why is there a shift in culture now?
Meta thinks that it might be due to the widespread availability of cell phones, which provides us with a theoretically endless audience.
Another notion is that brands must distribute information more quickly and frequently. After all, our attention spans are limited!
Furthermore, today’s social media society has altered tremendously. Users are increasingly sharing “real-life” situations and tales. They do not expect brands to be flawless and polished.
According to YPulse research, 79 percent of users are “weary of seeing beautiful visuals in advertisements.”
Let’s look at the six culture codes Meta offered that companies may use.
#1: Real People Telling Real Stories
As previously said, customers are tired of seeing advertisements that are flawless. The vision does not correspond to the reality that most of us experience in our daily lives.
Brands that include their own staff or real-life consumers may establish credibility and, more crucially, relatability to your target demographic.
Having someone else narrate the tale adds authenticity to their interaction with the brand.
#2: Using Language Of The Platform
When we argue that brands can profit from leveraging social platform language, we do not mean language in the literal sense (English, Spanish, etc.)
That is, brands adopt and share known behavior across channels. Here are several examples:
- Making your own version of a popular dance or routine
- Utilizing popular transition effects for voice-overs in videos
The importance of linguistic culture stems from the user’s trustworthiness.
#3: Establishing Relationships With Creators and Influencers For Credibility
According to Meta’s study, 63 percent of individuals aged 18 to 34 believe a brand’s creator’s point of view.
Furthermore, these individuals trust creators more than brands.
One reason why businesses might profit from creative partnerships is because of context.
Often, creators can convey a story about a product or brand in a manner that companies cannot.
This makes your brand appear more genuine. You’re asking them to believe other customers rather than you.
Using an outside source, such as a creator or influencer, helps you and them develop credibility.
Consider Cerebral, an online mental health firm. Cerebral has teamed up with former US Olympic winner Simone Biles to raise awareness about mental health.
By utilizing an influencer, this advertisement seeks to mainstream the debate around mental health. Celebrities and sportsmen alike can suffer from mental illness.
#4: Taking Users Behind The Scenes
This cultural code Meta mentions is directly related to the YPulse study discussed before.
Users are sick of seeing nicely styled photographs and descriptions of a fictitious lifestyle.
Some people may find perfectly polished graphics and videos to be unauthentic.
Taking users “behind the scenes” allows them to relate to you better. Showcasing what you’re working on, whether it’s a “day in the life of” article with different departments, start-ups, and founders may go a long way.
You’re demonstrating what it takes to create flawless (or flawed) content. It takes a lot more work than people realize!
#5: Using Lo-Fi Editing Techniques
Brands that employ lo-fi editing and production techniques have a competitive advantage with today’s consumers. These tools aid in conveying a more handmade picture rather than a polished, airbrushed appearance.
This also helps with relatability, as people do not want to see perfection.
If you’re new to lo-fi editing, several businesses offer specialized training on how to utilize lo-fi methods and tools.
#6: Using Humor To Break Down Boundaries
Brands that use comedy in their content are more relatable to their target market.
Humor may help break down perceived brand rigidity and the pressure to be flawless.
Charmin is an example of a brand that uses comedy in its material. They took part in the popular #DollyPartonChallenge and made it relevant to not just their business, but also to its users.
As a general rule, if you employ comedy, there is always the possibility that it will backfire accidentally. Consider the following example from Chase Bank:
If you’re going to employ advertisements, read your user base ahead of time to anticipate any bad reactions. It’s usually a good idea to have a customer service strategy in place in case something goes wrong.
Social media culture is always evolving. It might be claimed that the epidemic has had a significant impact on the cultural community.
By staying current on today’s social conventions and cultural codes, your business has a higher chance of being relatable to your audience.