Meta says brands can undermine their social media marketing strategy when they aim for perfection. Instead, be unpolite.
Posted: May 9, 2022
Forget “dressing to impress”. When it comes to social media marketing, Meta says no one should be caught wear a costume to a house party.
In fact, low-production content is the way to share brand messages as social media culture increasingly celebrates the informal. Meta’s Latest Article on Social Media Marketing Best Practices says brands are posting content that’s too polished for the channels they share it on.
The surge in user-generated video content available online is leading to what Meta calls a “huge democratization” of content that promotes “immediate, lo-fi, snapshots of our lives.”
The owner of Facebook and Instagram cited two studies from 2019 as proof that brands should follow suit.
One came from internal data on Instagram Stories and revealed that content shot on mobile devices with “more lo-fi platform language” performed better than studio-produced ads.
The other comes from YPulsemarket research, which found that 84% of young people say they like imperfect brand content and 79% say they are tired of depictions of perfection in ads.
The basic premise is that brands should forgo stilted, worded content so that their brand voice comes through more clearly. (It’s basically your brand personality.)
How to “frost” your social media marketing
Meta offers six tips for branding to better match the raw format of social media content:
- Feature real people, such as employees and customers, rather than actors.
- Adopt the target platform’s trending content formats, such as dance effects.
- Work with creators.
- Offer behind-the-scenes content to “lift the lid on the gimmicks.”
- Do not modify the content too much. Meta points out that luxury brands are particularly good at “using lo-fi production tools and techniques to suggest a sense of artisanal intrigue.”
- Making people laugh.
The key is to make sure everything you post is consistent and aligned with your brand values, as we highlighted in a recent SmartBrief article. Document the strategy and schedule routine reviews to ensure it is aligned with the latest trends and practices.
There are plenty of other ways to make sure social content resonates with your audience. We write about this topic regularly in our free newsletter. Subscribe to make sure you never miss a story.