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

As social media platforms continue to evolve, usage trends do as well - and it’s important for marketers to keep these things in mind to improve promotion performance. Meta has recently shared new “culture codes” that highlight usage trends on the platform.?

“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.”

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.

One thing can be said of all of these culture codes, and that is that the core value of these usage trends is the desire for brand authenticity. Brands should listen to and observe how their audiences move and engage before crafting new promotional content.?

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