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chevron-downThe 2022 Creative Forecast
Explore five creative behaviors driven by cultural shifts that advertisers can leverage to shape breakthrough campaigns.
People are emerging from a pandemic-driven survival mode with greater expectations about life and work, more awareness of social issues and an enhanced appreciation for the ability of technology to forge connections.
In tandem, their expectations of advertisers have grown: They increasingly expect marketers to find novel ways to entertain, provide utility and strengthen communities.
To pinpoint key creative trends for the future driven by the past year's cultural shifts, Meta Creative Shop reviewed 100 campaigns on Meta technologies around the world from the last year that had an exceptional impact. A clear shift in the cultural tide became clear: We’re seeing the rebirth of big ideas.
This doesn’t mean gimmicks or the technical equivalent of parlor tricks. We’re seeing that people want more than that. They are hungry for bold, insightful creative advertising that taps into today’s cultural changes and technological innovations to deliver real value.
Specifically, Meta Creative Shop identified five key creative behaviors rooted in the rebirth of big ideas that are driving business impact. Below, each behavior is covered briefly along with an example of it in action and a few creative provocations to help marketers leverage it in the future. In the full report, The Creative Forecast 2022, the five behaviors are explored in depth.
01.
Empower the crowd
The explosion of social media has given people a massive megaphone to express their opinions. And, increasingly, simply sharing feedback with businesses is no longer enough; the crowd wants to be empowered. Brands that are breaking through are pushing beyond the traditional two-way conversation concept and are enabling people to truly participate in shaping experiences.
Pampers
Being up late with a young child can be incredibly trying. Rather than just paying lip service to this, Pampers asked its community of experienced parents to provide tips. By doing so, the global baby and toddler brand was able to help people feel less alone in their nighttime struggles and better navigate challenging moments.
What are the areas of overlap between the brand’s focus and the audience’s expertise?
How can conversations be sparked to open the door to new ideas and community building?
02.
Elevate unheard stories
As culture diversifies and identity becomes more fluid, representative casting in ads is no longer enough. People also want to be inspired with original and authentic stories—especially from groups they don’t typically get to hear from. Brands doing this work are finding they can connect powerfully with the communities whose stories are being told and energize broad audiences.
Flare Audio
Flare’s products help to reduce stressful frequencies. Rather than simply highlighting product features in its creative, the UK-based brand decided to partner with a creator with sound sensitivities. By elevating this story, Flare was able to demonstrate the harmful effects of everyday noises for some people while also showcasing its products’ capabilities.
Are there communities doing amazing things with the brand’s products/services that have never been highlighted?
How can the brand story be retold in a fresh way by a previously untapped community?
03.
Shop the moment
Meta technologies are where people go when they want to feel part of something bigger than themselves. And when they find irresistible content, connection or community, they don’t hesitate to buy into a piece of it. Breakthrough brands are finding ways to help audiences shop the moment, either by tapping into trends or by creating exclusive experiences of their own.
Tiki
Vietnamese e-commerce company Tiki was looking to break through during the year-end Mega Sales season. It found an innovative way to do so with The Next Face, a modeling talent show livestreamed on Facebook Watch. The seven shoppable episodes drove more than 50 million views and a mega lift in sales.
What’s trending with audiences that could be ownable and shoppable for the brand?
Is it possible to partner with creators to spark new moments that have a sense of urgency?
04.
Solve it IRL
Voicing support is easy. What’s more difficult is taking action. That’s why businesses that are moving barriers and helping to address issues are drawing attention and admiration. By using Meta technologies to create utility and help solve problems IRL for their audiences, these purpose-driven brands are making their way into people’s hearts.
Tokopedia
Tokopedia didn’t want to just raise awareness about small businesses struggling during the pandemic; it wanted to help. So, the Indonesian e-commerce brand built a fully operational bot with branded content templates. The solution helped local businesses drive sales by making it much easier to keep their messaging in front of audiences.
What are the biggest pain points for the brand’s audiences and how can Meta technologies be used to help?
Which communities and causes should the brand champion and how can bridges to true change be built?
05.
Unlock the you-verse
In the metaverse, individuals may have greater ability to choose the portals they walk through and live in a world where their experience is prioritized. Instead of thinking brand first, the companies creating exciting metaverse experiences are doing so by putting people first and unlocking the "you-verse." They are using new and immersive augmented and virtual reality tools to build spaces that give people a greater ability to express themselves and experience the realities of others.
International Paralympic Committee
People say a top reason they don’t engage with the Paralympics is because they feel they can’t relate. To address this, the International Paralympic Committee created RAW, a virtual reality and immersive web experience that enabled people to see, hear and feel the athletes' stories.
What’s the core benefit of the brand and how can it be translated into an immersive experience?
How can audiences be met on their own terms and in their own spaces?
Building creative on big ideas
Ultimately, developing creative that breaks through with today’s audiences—creative that questions the status quo and delivers real value—requires developing a deeper understanding of cultural and technological shifts and then taking bold leaps. While this can be challenging, the payoff can also be powerful. By building creative on big ideas, marketers can create deeply impactful campaigns for the future that help forge stronger relationships, compel more action and drive greater business results.
To dive deeper into five creative behaviors for the future shaped by recent cultural shifts, check out the full report: The 2022 Creative Forecast.
Meta Foresight is where insight meets opportunity. We track cultural trends and topics from the billions of voices on Facebook and Instagram and use this data to explore hello future we see unfolding all around us. Our advertising strategy and consumer insights tool, research reports, and podcasts help leaders navigate cultural shifts, challenge convention, and prepare for what's next. We're not predicting the future, we're seeking it. And we'd love for you to join us.
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