• by Colin Kirkland , November 19, 2024

A new report released by the World Advertising Research Center (WARC) and TikTok examines the connection between an advertisement's cultural and personal relevance and the likelihood of a consumer purchasing a product, highlighting the potential importance of moving beyond consumers' demographic profiles when developing social-media marketing strategies.

The analysis -- which surveyed social and video platform users ages 18-45 in the U.S., the U.K., and Australia -- shows that 78% of these consumers believe their willingness to make a purchase increases if ads are personally relevant, while 56% said they felt the same way if an ad is culturally relevant.

Relevance is also key in terms of capturing a user's attention while scrolling, with 71% and 58% of users saying they are more likely to pay attention when ads are personally and culturally relevant, respectively.

According to the report, it is not enough to highlight emerging topics and trends for brands to be culturally relevant because the concept differs between generations. For example, Gen Z respondents (18-24) were 38% more likely than people ages 25 to 45 to consider content culturally relevant if it used jargon or slang of their communities.

Furthermore, 67% of all respondents feel that content is culturally relevant if it updates them on trending topics, while 62% said they feel the same if the content showcases topics or issues happening in the moment.

For an ad to seem personally relevant to social media users, the analysis found that 45% believe an ad must appear to understand their needs, while 40% felt it should showcase their personality.

In addition, 38% of respondents said a brand should be actively engaging with its audience online to be personally relevant and 34% felt it needed to foster a sense of community among its followers.

Humor, content about the topic a user is most interested in and the inclusion of a consumer's hobbies and passions were the top factors in driving a personally relevant ad campaign on social media, according to the report.

“Relevance is an ambition worth pursuing,” says Alexis Wolf, head of Advisory, Americas WARC. “Brands who are willing to dive into its nuance will achieve a closer connection to consumers that translates to tangible business results.”

To do so, the report suggests brands stay in tune with trending moments and topical content with a selective mindset, while also seeking out key needs and desires within various online communities, and utilizing personality, humor, and the expertise of specific creators.