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Meta Shares New ‘Culture Codes’ to Help Advertisers Improve the Performance of Their Promotions

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As social media usage evolves, so too do usage trends, and the content types that people find the most engaging, and more enticing in social apps.

Initially, in the early days of Facebook and Twitter, brands effectively saw social media as another broadcast platform, another place to display their ads, in the hopes of catching consumer attention and selling more products, in the same way that they would place ads in magazines, or between TV show episodes.

But as social has democratized creation, and given everyone a platform to share their own thoughts with the world, that’s also altered expectations in brand communications, and how promotions align with their interests.

As explained by 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 probably most evident on TikTok, where content that aligns with the presentation style of the platform performs much better than straight up ads, which users will simply flick past in the feed.

In line with this, Meta has established six ‘culture codes’ which it says will help brands create more engaging, natural-looking content, that will hold more appeal with modern social media audiences.

“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.

Meta’s six Culture Codes are as follows:

  • They have real people telling real stories, inviting employees or customers to deliver their message
  • They use the language of the platform to signal their place in feed and, therefore, in culture
  • They harness the power of creators to establish trust and relatability
  • They take us behind the scenes to be part of the process
  • They use lo-fi editing techniques that feel handmade and human
  • They use humor to dissolve boundaries between brand and audience.

With these elements in mind, Meta says that brands will be better placed to create ads and promotions that better align with evolving consumer expectations, and ring true to potential customers by speaking their language in-stream.

The core value here is authenticity, and creating content that aligns with how normal people engage, like how you would explain what you do to a friend. Which is probably the central focus – increasingly, as more people look to establish more human connection online, brands also need to move in that direction, and take the time to understand and listen to how their audience engages before jumping in with disruptive promos.

There are some good notes in here. Maybe you take a lot from them, or maybe just a little, but these pointers will definitely help to improve your approach to advertising, and appeal to modern consumers.  

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New Guide Highlights Key Considerations for Effective TikTok Ads

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New Guide Highlights Key Considerations for Effective TikTok Ads

Looking to make TikTok a bigger focus of your marketing effort in 2024?

This will help. TikTok recently partnered with creator intelligence platform CreatorIQ to conduct an analysis of the key factors that make for a resonant TikTok promotion, culminating in a 26-page report which covers a range of key notes and tips for your planning.

You can download CreatorIQ’s full TikTok ads guide here, but in this post, we’ll look at some of the key notes.

The report is broken up into five key pillars of TikTok ads creation, which echo much of the best advice that’s been shared for the platform over time.

CreatorIQ’s five key TikTok marketing notes are:

  • Grab attention from the start
  • Foster a personal connection
  • Show your product in action
  • Use high-impact creative elements
  • Close with a clear call to action

For each of these elements, the guide digs deeper into how to enact them, and the critical considerations of each, including stats on effectiveness:

Tips on TikTok-specific trends and tools:

CreatorIQ TikTok Ads Report

As well as case study examples to underline each point:

CreatorIQ TikTok Ads Report

It’s a handy overview, with a range of valuable notes, though the main finding, above all of the creative pointers and advice, is that established creators perform better for TikTok promotions.

As per CreatorIQ:

The report found that creators overwhelmingly make the best-performing TikTok ads, with recommendations carrying more weight than traditional brand advertisements and celebrity spokespeople. In fact, after watching a creator-driven Spark Ad, 57% of TikTok community members say the creator is trustworthy, 56% say they can trust the brand because the creator shared it, and 71% say creator authenticity led them to buy a product.

So while there are a heap of practical notes and pointers for increasing the resonance of your in-app promotions – like this:

CreatorIQ TikTok Ads Report

The key point of emphasis is that creators make better TikToks, and thus, better ads, so partnering with relevant influencers in your niche is still likely a better way to go.

Some good considerations, and some valuable, data-backed tips, which could help to get your TikTok promotion plan on the right track in the new year.

You can download CreatorIQ’s full TikTok marketing report here.

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Adobe Highlights Rising Visual Trends in 2024 Creative Trends Report

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Adobe Highlights Rising Visual Trends in 2024 Creative Trends Report

Looking for creative inspiration for your 2024 strategic planning?

This will help. Today, Adobe has published its annual Creative Trends Report, which incorporates insights from Adobe’s 30 million+ Creative Cloud users, in order to determine rising visual styles of interest, which look set to resonate with audiences in the new year.

Based on its research, the Adobe team has established four creative trends that are worthy of note:

  • Calming Rhythms – Fluid and flowing forms that soothe the senses and support emotional balance
  • Wonder and Joy – Visuals that inspire a sense of awe, joy, and enchantment
  • Dynamic Dimensions – Where all dimensions and types of content seamlessly merge
  • The New Nostalgia – Contemporary interpretations of vintage styles

Adobe’s 22-page report, which you can download here (with email sign-up), provides more insight into each of these trends, along with various examples, and data that explains why they’re set to gain more momentum.

There are handy notes and insights for each, which help to illustrate how to use them in your process.

Adobe 2024 Creative Trends Report

Interestingly, a lot of the images used by Adobe in the report look like they’ve been created by generative AI. I don’t know that they have, but it is worth noting the composition in this regard, as another potential means to tap into these trends.

Adobe 2024 Creative Trends Report

The report provides some interesting perspective on rising visual trends, which could help in your planning. Maybe one of these resonates especially well with your branding, or aligns with what your target audience has been sharing.

Either way, some additional, data-backed considerations, which could be helpful in your process.

You can download Adobe’s “2024 Creative Trends Report” here.

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Elon Musk’s X and Amazon discuss potential collaboration

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Elon Musk’s X and Amazon discuss potential collaboration

In a significant development in the social media industry, Elon Musk’s social media platform, X, is reportedly engaging in preliminary discussions …

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