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Lo-Fi Content

Marketing Trends

User-Generated Content

Brand Strategy

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ARTICLE #96

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What is Lo-Fi content?

Why is Lo-Fi content so popular?

What is Lo-Fi content and how should brands approach it?

Written by:

5 min read

Updated on: August 22, 2024

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.

What is Lo-Fi content?

You’ve probably come across lo-fi music, the kind that’s all about imperfections like fuzzy recordings, offbeat notes, or background noise that make it feel raw and real. Lo-fi content on social media is kind of the visual equivalent. It’s about low-fi photos or short videos that don’t have that polished, perfect sheen we were used to seeing in traditional marketing. Remember DIY aesthetic, less editing, and that authenticity that has you thinking you are looking through the curtain. But it's not so much about appearing unfiltered, it's about being okay with mistakes. And who knew? It pays off.

Why does it work?

Gen Z and millennials are sick of the perfect, airbrushed ideal we've been shown for years. In fact, 79% of those between the ages of 13 and 36 are tired of polished imagery in commercials. They're sick of viewing those curated, perfect Instagram streams and ideally photographed influencer shots. What they crave is something that's real, unedited, and shudder genuine. That's where lo-fi content excels. Research shows that 88% of individuals prefer to see imperfections because it makes them feel like you are really connecting with a human, not a brand that's attempting too hard.

Lo-Fi and social media algorithms

You may be thinking, "Lo-fi content is great, but does it really work in the algorithms?" The answer: absolutely. Social sites like Instagram and TikTok are programmed to reward content that encourages engagement. And lo-fi content, with its unpolished, unscripted feel, seems to do better in the engagement column because it feels genuine, and genuine is what gets shared. The algorithms adore it when individuals share, comment, and interact, and lo-fi material tends to be more relatable and therefore more likely to be shared. Individuals are attracted to posts that feel original and real, and that is precisely what lo-fi content provides.

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.

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

Audiences adore relatable content, and nothing is more relatable than sharing a little bit of everyday life. Day-in-the-life vlogs bring your audience into your world, from your morning routine to your evening wind-down. If you are a brand, partnering with influencers for these kinds of vlogs is a brilliant way to show how your product naturally fits into people’s lives. For example, an influencer casually applying your skincare line as part of their morning ritual, or using your workout gear in their daily exercise routine. It’s real, it’s unscripted, and it doesn’t feel like a hard sell. It feels more like a personal recommendation, and that’s gold.

2. Get Ready With Me (GRWM) videos

One of the biggest fads on apps such as TikTok is the GRWM. The videos are a look into the beauty routine of someone, where they take the viewer through their makeup, skincare, or hair routine, and tell them about their day or share stories about themselves. It is effective because it is raw, relatable, and places your audience in the moment. People love to watch raw and uncut material, and these videos provide that. If you are a beauty brand, working with an influencer to create a GRWM video can make your products feel like a natural part of a person's daily routine. Bonus points if they throw in some personal anecdotes or real-life updates along the way, because the more they say, the more engagement you will get.

3. TikTok trends

TikTok trends are a wild, fast-moving beast that brands should absolutely get in on. We are talking about viral sounds, random challenges, and dances that take over your feed for weeks at a time. Jumping on these trends means getting your brand in front of a ton of eyeballs who are already engaged and looking for something fun. The key to making it work is alignment. You don't want to jump onto any trend, but ensure that it fits your brand. If you are a fitness brand, why not be part of a viral dance challenge while promoting your activewear? If you are a food business, do a funny spin on a trending activity and entertainingly incorporate your products. The great thing about TikTok is that it is all about authenticity and creativity, and that's precisely what lo-fi content thrives on.

4. Food taste tests

There is a weird fascination with watching people taste test food, whether it's a mukbang, ASMR, or just a normal reaction to a new snack. There is something so real and unedited about watching someone taste something for the first time, particularly when the reactions are not staged. If you are a food company, lo-fi content is ideal for your brand. You can do an easy taste test video or collaborate with a social media influencer to see how they react to your product. It works because it's real, funny, and people love food. When it's not staged, the sincerity stands out and makes your brand more relatable.

5. Try-on hauls

The iconic try-on haul is the bread and butter of the fashion industry. If you are in fashion, this lo-fi format should be your best friend. It’s exactly what it sounds like: people filming themselves trying on different outfits and giving their honest opinions about how they fit, feel, and look. The beauty of a try-on haul is that it shows your products on real people, not models with unattainable perfection. It’s relatable, and it helps build trust with your audience. Plus, it’s incredibly shareable. Whether it’s a cosy loungewear haul or a styling challenge, these videos let users see your clothes in action, making them more likely to convert. Bonus points for injecting a little personality or humour into the process, because people love a bit of real talk.

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

Gone are the days when you needed an expensive camera setup and a whole crew to create great content. These days, your smartphone can be your best production tool. Whether you are capturing a quick behind-the-scenes video or recording a spontaneous moment, your phone can easily handle lo-fi content. The key is to keep it casual, the less perfect, the better. Don’t overthink it; film it as it happens. Show yourself in your workspace, chatting to the camera, or just sharing your thoughts in a real-time, unscripted way. Lo-fi content isn’t about looking flawless—it’s about keeping things natural. If you mess up, great! It adds to the charm.

2. Use common people, not actors

Featuring celebrities in an ad can be flashy and attention-grabbing, but people want to see real, relatable faces, not a polished performance. When creating lo-fi content, skip the actors and bring in real people. Whether it’s your team, customers, or just regular people, the more authentic, the better. Because your audience is going to connect better with someone who feels like them, someone they could chat with at a coffee shop, not a glossy, picture-perfect actor. Show how your product or service fits seamlessly into everyday life. That’s the magic of lo-fi content: it’s down-to-earth and relatable.

3. Keep it simple

One of the greatest things about lo-fi content is that you don't need a full production team. You don't need fancy sets, high-end equipment, or a lot of people involved. Lo-fi content lives on raw, unprocessed vibes, whatever you are creating a tutorial on, a Q&A, or just a bit of your day-to-day. The rougher it is, the more real it sounds. Whether it's a product demonstration or just an informal conversation, keep it concise and straightforward. To make it sound too fabricated can be achieved through overdoing it, and that's the last thing lo-fi is about.

4. Cover events near you

If you want to make your brand appear down-to-earth and relatable, cover local events. Everyone enjoys seeing what's happening in their area, and there is a high probability that your followers do as well. Rather than forcing your brand too much, draw on what's occurring in your area. Go to local events, discuss them, or even live stream when you're out and about. Don't expect everyone to simply sit through any generic content from you. They'll be more apt to participate if they can identify with the moment or situation. A live broadcast from your business may get drowned out if it's hidden in a mountain of updates about some local concert, festival, or neighborhood event. So, keep your content fresh to the situation—timing is everything.

5. Be unafraid of imperfection

Lo-fi content shines because it celebrates imperfection. People crave something genuine, something beyond flawless edits or airbrushed presentations. They want to see your product in action, flaws and all, and to catch a glimpse of real people using it. That unpolished, sometimes messy reality is what makes it feel authentic. Don’t hide your rough edges; maybe your product still needs fine-tuning, or you are experimenting with something new. That’s perfectly fine. These moments show you are human, and that humanness resonates. In a world obsessed with looking perfect, a little rawness and candour help build trust. So, step away from the idea that everything must be pristine. Let people see the genuine process, because it’s those honest, relatable moments that bring your brand to life.

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.

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.

Final Thoughts

The age of flashy, multi-million dollar ad campaigns is passing quickly, and in their place, lo-fi content is stepping into the spotlight. Consumers aren't just buying into the gloss anymore; they are looking for genuine, they are looking for human, and they are certainly looking for something that feels authentic. If your brand hasn't hopped on the lo-fi bandwagon yet, it may be time to play catch-up or risk losing out on the sort of engagement and devotion that only authentic content can inspire.

Don't worry, you don't need to go whole hog immediately. Test, learn, and iterate. Try various video styles, tones, and references until you find what actually works for your audience. After all, what's the use of posting "real" content if it doesn't really resonate with your audience? Lo-fi pieces aren't about throwing caution to the wind; it's about striking that perfect harmony between unfiltered, unedited moments and the authentic voice of your brand. And once you get that just right, you'll understand why less done can actually be more impactful.