The year 2020 was a unique year for everybody. According to a digital marketing speaker Hong Kong, consumer habits shifted from buying on physical stores into online shopping. As such, marketers took bold creative leaps. On Facebook, key creative trends for the future arise. Modern consumers have pushed brands and businesses to become culturally aware and socially responsible. Brands and businesses opted for customized and personalized online ads and campaigns. 

Recently, Facebook Creative Shop, the platform’s in-house strategy team, reviewed 100 high-performing creatives around the world. From these ad campaigns, the team came up with 5 key creative trends for the future that can improve the response of an effective messaging approach. 

Build Inclusively

In 2020, people have awakened their minds to diversity and inclusion. The 2020 Black Lives Matter protest became one of the largest movements in history. Participated by around 26 million people, its US protest centered on criminal justice reform. It influenced people all over the world to clamor and rise up for respect. Among brands and businesses, it results in key creative trends of inclusive ads and campaigns. 

A social media agency Hong Kong cited the latest Facebook campaign of L’Oreal, the world’s leader in beauty, as a perfect example of building inclusively. The cosmetics brand reimagined beauty by pairing men and women to provide tips via Facebook Live. Afterward, a diverse group of 122 beauty experts provides personalized advice via Messenger. 

Create Edutainment

Edutainment is a form of entertainment with an educational aspect. A video marketing agency Hong Kong noted some examples of this key creative trend as explainer videos, FAQs, how-tos, unboxing, etc. The COVID-19 pandemic brought about massive lockdowns and social distancing measures. As people were forced to stay at home, they have embraced new ways of getting information. 

Brands and businesses on Facebook have reimagined learning through edutainment. High-performing creatives provide more education to their target audiences by teaching them in creative ways instead of lecturing them. As edutainment creatives did not feel like a chore, they generated more positive responses. 

One good example of edutainment is the Boob Bot of CoppaFeel. CoppaFeel is a charity organization in London for breast cancer awareness. Boob Bot is the world’s first monthly subscription tool in Messenger. It helps females globally to know how their boobs normally feel and look plus how to check them for signs of cancer.  

Sell with Ideas

Facebook has become an engine to discover new ideas and interests. Many in-person interactions have been limited last year and it continued to become adopted as the new normal. Modern consumers were not just scanning. Rather, they are taking action. As such, brands and businesses learn to replace the traditional discovery process. By using interactive AR and VR tools, they have refined their messaging approach of selling ideas instead of products as key creative trends.

Allbirds, an online global distributor of clothing and shoes made from natural materials, has been successful in testing such a creative approach. Allbirds has successfully highlighted its deep commitment to creating a sustainable environment. This, they do, by featuring different product mixes showing their functional benefits being made from natural materials. They were able to establish credibility and increase direct response performance. 

Speak Platform Language

As Facebook users shifted to online connections and expressions, brands and businesses need to speak the languages of digital platforms. Such a key creative trend can help turn heads and win the heart of modern consumers. Creating content aligned with user-generated posts like creator content and lo-fi production makes ads look less like ads.

Sweat, a popular fitness app, decided to speak the platform language and sticker packs on Facebook. This is by launching new products through Facebook Live and sticker packs. The app showcased how its members work out in real-time, creating authentic connections with new audiences. The sticker packs highlighted during a live broadcast have greatly boosted conversions such as downloads and subscriptions.

Reward Self-Discovery

A key creative trend for the future is that a majority of Facebook users have learned to explore at their own pace. They develop a passion for cooking, gardening, home organization, and other domestic crafts. As their curiosity moves them online, so does their demand for entertainment. To deliver an active personalized experience, guided information becomes high-performing content to improve responses. 

Dubbed as the restaurant with no food, Hellmann’s, developed a Messenger bot to create a temporary connection for people seeking ideas with leftovers. It allows their audiences to participate in meal planning instead of just consuming content. Hellmann’s successfully takes community cooking to a new level by ensuring that people use their products as their key ingredients. 

THE BOTTOM LINE

The 5 key creative trends for the future of Facebook may be somewhat vague. Brands and businesses have to keep in mind that they are rooted in modern consumer behaviors. As such, they should find specific ways to leverage these behaviors in effectively shaping their ads and campaigns. 

Reference: https://www.facebook.com/business/news/insights/the-2021-creative-forecast