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Lo-Fi Content
Marketing Trends
User-Generated Content
Brand Strategy
Raw Content
ARTICLE #96
Table of contents
What is Lo-Fi content and how should brands approach it?
Lo-Fi Content
Marketing Trends
User-Generated Content
Brand Strategy
Raw Content
Lo-Fi Content
Marketing Trends
User-Generated Content
Brand Strategy
Raw Content
Written by:
5 min read
Updated on: August 22, 2024
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
Zara’s latest campaign images, all snapped on smartphones, aren’t simply a style quirk—they’re part of a bigger move towards lo-fi content. And Zara’s far from alone: Chipotle, Loewe, and Lego have hopped on the trend. Why is everyone opting for phone-shot visuals? Because there’s something refreshingly genuine about unfiltered footage uploaded straight to social media.
Neil Patel points out that lo-fi posts garnered about 34% more likes and 18% more comments across 3,000 business accounts on Instagram and TikTok. When even big-name brands lean into this low-budget, high-impact aesthetic, you know it’s worth paying attention. So how do you tap into its power without looking sloppy? Let’s break down why lo-fi resonates and how to make it an effective tool in your marketing arsenal.
Zara’s latest campaign images, all snapped on smartphones, aren’t simply a style quirk—they’re part of a bigger move towards lo-fi content. And Zara’s far from alone: Chipotle, Loewe, and Lego have hopped on the trend. Why is everyone opting for phone-shot visuals? Because there’s something refreshingly genuine about unfiltered footage uploaded straight to social media.
Neil Patel points out that lo-fi posts garnered about 34% more likes and 18% more comments across 3,000 business accounts on Instagram and TikTok. When even big-name brands lean into this low-budget, high-impact aesthetic, you know it’s worth paying attention. So how do you tap into its power without looking sloppy? Let’s break down why lo-fi resonates and how to make it an effective tool in your marketing arsenal.
What is Lo-Fi content?
What is Lo-Fi content?
Lo-fi originally refers to music recordings that include intentional imperfections—think static or “mistakes” that lend a warm, unrefined atmosphere. On social media, lo-fi translates to lightly edited (or even unedited) clips and snapshots. Often filmed on smartphones, this style resonates with viewers fed up with the overly staged or highly curated.
Why does it work?
Many Gen Z and millennial users crave authenticity over airbrushed visuals. About 79% of people aged 13 to 36 claim they’re tired of seeing super-polished images in ads, while 88% appreciate glimpses of real flaws and unfiltered moments.
Lo-fi originally refers to music recordings that include intentional imperfections—think static or “mistakes” that lend a warm, unrefined atmosphere. On social media, lo-fi translates to lightly edited (or even unedited) clips and snapshots. Often filmed on smartphones, this style resonates with viewers fed up with the overly staged or highly curated.
Why does it work?
Many Gen Z and millennial users crave authenticity over airbrushed visuals. About 79% of people aged 13 to 36 claim they’re tired of seeing super-polished images in ads, while 88% appreciate glimpses of real flaws and unfiltered moments.
Why is Lo-Fi content so popular?
Gen Zers are more inspired by creators who act, look, and live like they do. That's why real people are able to deliver trusted influence to viewers as opposed to celebrities. Lo-fi content has now become the solution for brands that want to meet customers where they experience no risk of them swapping away and for creators to protect their authenticity.
Presents imperfections as a style
The grainy footage, shaky cameras, or random background noise wouldn’t usually make it past a big-budget ad campaign. Yet these so-called imperfections set lo-fi content apart—embraced rather than hidden. The approach can be a breath of fresh air for viewers who’ve grown numb to flawless product shots.
Minimal production value
Forget the enormous production crew and high-end gear. A smartphone (and maybe a ring light if you’re fancy) will do. By keeping things simple and direct, brands can share honest snapshots that reflect daily life more realistically.
Authentic and relatable
This generation thrives on vulnerability and spontaneity, meaning behind-the-scenes moments or raw footage can hit home far more effectively than staged clips ever could.
Gen Zers are more inspired by creators who act, look, and live like they do. That's why real people are able to deliver trusted influence to viewers as opposed to celebrities. Lo-fi content has now become the solution for brands that want to meet customers where they experience no risk of them swapping away and for creators to protect their authenticity.
Presents imperfections as a style
The grainy footage, shaky cameras, or random background noise wouldn’t usually make it past a big-budget ad campaign. Yet these so-called imperfections set lo-fi content apart—embraced rather than hidden. The approach can be a breath of fresh air for viewers who’ve grown numb to flawless product shots.
Minimal production value
Forget the enormous production crew and high-end gear. A smartphone (and maybe a ring light if you’re fancy) will do. By keeping things simple and direct, brands can share honest snapshots that reflect daily life more realistically.
Authentic and relatable
This generation thrives on vulnerability and spontaneity, meaning behind-the-scenes moments or raw footage can hit home far more effectively than staged clips ever could.
Popular forms of Lo-Fi content
Brands usually share lo-fi content via different social media channels such as Twitter, TikTok, Instagram, and Facebook. This content can take different forms depending on the platform; some popular ones are mentioned below.
1. Day-in-the-life vlogs: Quick looks into someone’s daily routine, from morning coffee to gym sessions.
2. Get Ready With Me (GRWM) videos: Especially popular in the beauty sector, these clips show a real person preparing for their day, product by product.
3. TikTok trends: Challenges, dances, and viral sounds dominate TikTok. Lo-fi is tailor-made for such spontaneous formats.
4. Food taste tests: People love watching genuine first impressions—think mukbangs or ASMR snack sessions.
5. Try-on hauls: Showcasing clothes on a real body, rather than on a surgically lit catwalk.
Brands usually share lo-fi content via different social media channels such as Twitter, TikTok, Instagram, and Facebook. This content can take different forms depending on the platform; some popular ones are mentioned below.
1. Day-in-the-life vlogs: Quick looks into someone’s daily routine, from morning coffee to gym sessions.
2. Get Ready With Me (GRWM) videos: Especially popular in the beauty sector, these clips show a real person preparing for their day, product by product.
3. TikTok trends: Challenges, dances, and viral sounds dominate TikTok. Lo-fi is tailor-made for such spontaneous formats.
4. Food taste tests: People love watching genuine first impressions—think mukbangs or ASMR snack sessions.
5. Try-on hauls: Showcasing clothes on a real body, rather than on a surgically lit catwalk.
How to create Lo-Fi content?
Studies show that lo-fi content performs better than hi-fi content in terms of reach, engagement, and views across all platforms. The audience enjoys and engages more with content that has a higher ROI, aligns authentically with brands, and allows creators more freedom. Here is how you can achieve all this by creating lo-fi content.
1. Make your smartphone your cameraman
Forget complicated gear. Today’s smartphones produce decent resolution, and shaky angles aren’t necessarily taboo. Lean into authenticity.
2. Use common people, not actors
Polished adverts featuring celebrities might intrigue some consumers, but many prefer seeing everyday faces. Show individuals who mirror the demographics (and lifestyles) of your target audience.
3. Keep it simple
The point of lo-fi content isn’t to craft a mini-blockbuster. Quick daily updates, how-to tutorials, or casual Q&A sessions filmed in a natural setting are often more inviting.
4. Cover events near you
Showing up to a nearby music festival or street market? Why not capture highlights on your phone and share them? When people sense you’re in the thick of local happenings, your brand feels more approachable.
5. Be unafraid of imperfection
Slight errors or unforeseen moments can actually enhance the charm. Instead of fretting over every detail, let viewers see your brand’s more “human” side.
Studies show that lo-fi content performs better than hi-fi content in terms of reach, engagement, and views across all platforms. The audience enjoys and engages more with content that has a higher ROI, aligns authentically with brands, and allows creators more freedom. Here is how you can achieve all this by creating lo-fi content.
1. Make your smartphone your cameraman
Forget complicated gear. Today’s smartphones produce decent resolution, and shaky angles aren’t necessarily taboo. Lean into authenticity.
2. Use common people, not actors
Polished adverts featuring celebrities might intrigue some consumers, but many prefer seeing everyday faces. Show individuals who mirror the demographics (and lifestyles) of your target audience.
3. Keep it simple
The point of lo-fi content isn’t to craft a mini-blockbuster. Quick daily updates, how-to tutorials, or casual Q&A sessions filmed in a natural setting are often more inviting.
4. Cover events near you
Showing up to a nearby music festival or street market? Why not capture highlights on your phone and share them? When people sense you’re in the thick of local happenings, your brand feels more approachable.
5. Be unafraid of imperfection
Slight errors or unforeseen moments can actually enhance the charm. Instead of fretting over every detail, let viewers see your brand’s more “human” side.
How should brands approach Lo-Fi content?
Lo-fi marketing isn’t an excuse for sloppy planning. It’s a strategy—just one that prioritises authenticity and spontaneity. Try these steps:
Jump on trends that fit your brand
Stay on top of the memes, viral sounds, and mini-challenges springing up on social platforms. If one clicks on your brand ethos, adapt it in a quick, lo-fi style.
Create User-Generated Content (UGC)
Invite customers to share their genuine experiences, snapshots, or testimonies. It can be a great way to show off how real people engage with your products.
Humanise your company
Share short employee introductions, glimpses of day-to-day operations, or mini-stories from the break room. A brand that looks “human” tends to connect better.
Opt for authenticity over perfection
Lo-fi doesn’t mean you just ignore strategy. Instead, it means being transparent about who you are, what you offer, and how you operate—sans the Hollywood gloss.
Engage niche communities
Focus on specific audience segments with unique interests. Your brand can stand out more easily in smaller, highly engaged groups than in massive, generic ones.
Partner with influencers comfortable with Lo-Fi
Join forces with content creators whose personal style is already low-fidelity. They’ll know how to maintain that understated, believable feeling their followers love.
Keep testing
Trends come and go, so remain flexible. Maybe a particular style of no-frills video gets higher engagement in one quarter but then fizzles out the next. Tweak accordingly.
Lo-fi marketing isn’t an excuse for sloppy planning. It’s a strategy—just one that prioritises authenticity and spontaneity. Try these steps:
Jump on trends that fit your brand
Stay on top of the memes, viral sounds, and mini-challenges springing up on social platforms. If one clicks on your brand ethos, adapt it in a quick, lo-fi style.
Create User-Generated Content (UGC)
Invite customers to share their genuine experiences, snapshots, or testimonies. It can be a great way to show off how real people engage with your products.
Humanise your company
Share short employee introductions, glimpses of day-to-day operations, or mini-stories from the break room. A brand that looks “human” tends to connect better.
Opt for authenticity over perfection
Lo-fi doesn’t mean you just ignore strategy. Instead, it means being transparent about who you are, what you offer, and how you operate—sans the Hollywood gloss.
Engage niche communities
Focus on specific audience segments with unique interests. Your brand can stand out more easily in smaller, highly engaged groups than in massive, generic ones.
Partner with influencers comfortable with Lo-Fi
Join forces with content creators whose personal style is already low-fidelity. They’ll know how to maintain that understated, believable feeling their followers love.
Keep testing
Trends come and go, so remain flexible. Maybe a particular style of no-frills video gets higher engagement in one quarter but then fizzles out the next. Tweak accordingly.
Examples of Lo-Fi content
Lo-fi strategy is not limited to making casual-looking creatives. Instead, it is about understanding the behaviour of your audience, creating channels that hold their attention, and generating relevant content. Here are a few examples of brands that have recently shifted towards lo-fi content creation.
Glossier
The indie beauty brand often posts stripped-back visuals. Consumers see real people applying Glossier’s makeup or skincare with minimal fuss—mirroring the brand’s own “less is more” approach.
ASOS
If you scroll through ASOS’s Instagram, you’ll find everyday individuals (or micro-influencers) showing off fresh outfits. It hardly feels like a staged runway; it’s more like a friend unveiling a new haul.
Rhode Skin
Launched as a science-centric skincare range, Rhode uses authentic clips to demonstrate how their products fit into everyday routines. Instead of overly photoshopped, they keep things casual yet informative.
Lo-fi strategy is not limited to making casual-looking creatives. Instead, it is about understanding the behaviour of your audience, creating channels that hold their attention, and generating relevant content. Here are a few examples of brands that have recently shifted towards lo-fi content creation.
Glossier
The indie beauty brand often posts stripped-back visuals. Consumers see real people applying Glossier’s makeup or skincare with minimal fuss—mirroring the brand’s own “less is more” approach.
ASOS
If you scroll through ASOS’s Instagram, you’ll find everyday individuals (or micro-influencers) showing off fresh outfits. It hardly feels like a staged runway; it’s more like a friend unveiling a new haul.
Rhode Skin
Launched as a science-centric skincare range, Rhode uses authentic clips to demonstrate how their products fit into everyday routines. Instead of overly photoshopped, they keep things casual yet informative.
Final Thoughts
Those extravagant, big-budget shoots aren’t dead—but they’re no longer the only way to win hearts. Lo-fi content has found its sweet spot by emphasising unfiltered vibes and everyday charm. If you’ve hesitated to go down this route, consider an easy test first—perhaps a raw “day in the office” post or a quick clip of how someone on your team uses your product. You might be pleasantly surprised by how audiences react to a bit of tactful, perfectly imperfect content.
Those extravagant, big-budget shoots aren’t dead—but they’re no longer the only way to win hearts. Lo-fi content has found its sweet spot by emphasising unfiltered vibes and everyday charm. If you’ve hesitated to go down this route, consider an easy test first—perhaps a raw “day in the office” post or a quick clip of how someone on your team uses your product. You might be pleasantly surprised by how audiences react to a bit of tactful, perfectly imperfect content.
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Click to copy
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