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



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

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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Twitter challenges Indian orders to block content: reports



Twitter is challenging the Indian government's orders to block content on its social media site in court, local media reported Wednesday

Twitter is challenging the Indian government’s orders to block content on its social media site in court, local media reported Wednesday – Copyright AFP Amy Osborne

Twitter is challenging the Indian government’s orders to block content on its social media site in court, local media reported Wednesday citing legal documents.

The suit is the latest showdown between Twitter and Indian authorities, which have been accused of muzzling criticism both on and offline.

In the case filed with a court in Bangalore, the social media giant alleged that the basis on which multiple accounts and content flagged by the government was either “overbroad and arbitrary” and “disproportionate”, the Indian Express daily reported.

The social media giant submitted to the Karnataka state high court that the ministry had failed to prove how some of the content it wanted taken down violated IT rules, the newspaper quoted sources as saying.

Last week Twitter confirmed that India had directed it to locally censor accounts and dozens of posts, including some talking about declining internet freedom in the world’s biggest democracy.

Others were accounts operated by the Pakistani government, sparking an angry response from Islamabad.


Twitter and the Indian government declined to comment on the court case.

Prime Minister Narendra Modi’s Hindu nationalist government has sought in recent years to have more control over content on social media in India, where Twitter has over 20 million users.

Last year as India saw massive anti-government protests by farmers, Twitter was ordered to take down dozens of accounts for supporting the demonstrations.

But the US firm reinstated them, angering the government.

An Indian climate activist was also arrested in February 2021 on sedition charges for helping to edit a protest “tool kit” that was tweeted by Greta Thunberg.

New Delhi has accused Twitter of deliberately ignoring new IT rules — which critics fear could be used to silence dissent — that came into force in May 2021.

That same month, police paid a visit to its offices in the country after a tweet by a spokesperson for Modi’s Bharatiya Janata Party was labelled as “manipulated media” on the platform.

Just before that, the government ordered Twitter and Facebook to remove dozens of posts critical of Modi’s handling of the coronavirus pandemic.


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