The research found that 78% felt a personally relevant advert would increase the likelihood of them buying the product advertised, with culturally relevant adverts increasing the likelihood of purchase in 56% of those surveyed.

In comparison, 59% of respondents in the research said they would buy a product that ‘everyone was talking about’.

The findings are based on a survey carried out by WARC in August 2024 of 1,500 social and video platform users aged 18 to 45 in the US, UK and Australia ( 500 per country).  Respondents used social media or video platforms at least once every two weeks.

Two-thirds ( 67%) of all respondents said content is culturally relevant if it updates them on trending topics, while 62% said it is if it showcases topics or issues happening in the moment.

Gen Z respondents aged 18 to 24 were 38% more likely than those ages 25 to 45 to consider content culturally relevant if it used the jargon or slang of their communities. 

The analysis found that the top reason a brand feels personally relevant to users is if it understands their needs ( 45%), followed by if a brand can showcase its personality ( 40%), actively engages with its audience online ( 38%) and fosters a sense of community among its followers ( 34%).

The top three drivers of personal relevance across users surveyed were humour ( 55%), content about a topic the user is interested in ( 50%) and content that incorporates hobbies or passions ( 43%).

Alexis Wolf, head of advisory, Americas at Warc, said: “Relevance is an ambition worth pursuing – brands who are willing to dive into its nuance will achieve a closer connection to consumers that translates to tangible business results.

“We conducted this study to demystify what it means to make relevant content on social and video platforms, and provide brands with clear, actionable steps to achieve it.”

Sofia Hernandez, global head of business marketing at TikTok, said: “The insights in this report allow marketers to tap into shared values and lived experiences to foster connections that are lasting, resonant and meaningful, and keep people engaged well beyond moment-led interactions.

“We’re excited to share this analysis and help brands unlock the full power of relevance in today’s fast-evolving media landscape.”