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chevron-down‘Perfection-fatigued’ Millennials and Gen Zers want lo-fi, mobile-shot video
Research suggests unpolished creative can be more impactful than high-production video.
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For brands looking to make a splash with video, the first impulse is often to go big on production and polish. However, new research suggests advertisers can drive stronger results by ditching the artifice and embracing a lo-fi, mobile-shot style that's more human, relatable and imperfect.1
A recent study conducted by Meta found a strong correlation between unpolished video and greater creative impact: Across four different verticals—technology, retail, restaurants and e-commerce—campaigns with lower production value video drove a significantly higher lift in ad recall compared with high-production campaigns.
Similarly, a 2019 Meta study of direct response advertising found that for Instagram Stories, there was an 84% likelihood that self-recorded, mobile-shot creative would outperform studio-shot creative in driving content views, as well as a 63% likelihood that it would drive more lower-funnel outcomes like purchases and app installs.2
The upside of imperfection
The preference may stem in part from millennials and Gen Z experiencing "perfection fatigue." A YPulse survey3 found that 90% of 18–36-year-olds like it when people showcase their flaws and imperfections, while 60% think it's okay for clothing brands to show imperfect images of spokespeople or products.
Impactful creative often takes its cues from friends, peers and creators to reach these younger consumers. This lo-fi approach doesn't come across as scripted and fake, but rather as authentic and real—and more human. A study of Facebook and Instagram Reels ads found social media advertisements with people in them had a 25% higher click-through rate compared with those that did not.4
Brands are conveying authenticity, realness, and humanity in a range of ways on social media, such as relying on lo-fi production, featuring real people, including platform-native elements such as stickers, partnering with creators, telling relatable stories and using mobile-shot, unpolished visuals.
Here's how three brands connected with audiences by harnessing the power of deliberate imperfection in their Meta campaigns.
Wendy’s
The campaign: To have a bit of fun and make a splash, food chain Wendy's began posting organic content that gently mocked cringey "Boomer" attempts to use social media and try new tech. The success of the content spurred the brand to translate the idea to Facebook and Instagram ads.
In the campaign, they ran grainy, poorly framed, screen-shot Boomer creative. They then compared the performance of these ads against the performance of ads featuring slick, mouthwatering visuals. The lo-fi ads outperformed the more traditional, polished ads, highlighting that video that is purposefully off can stand out.
Why it worked: Wendy's lo-fi approach succeeded because the brand read the room. It understood the visual language and tone of the platforms perfectly and then found a witty way to play off popular styles and behaviors.
Pampers
The campaign: Baby and toddler brand Pampers knew that 9 out of 10 moms feel they aren't doing a good enough job. To help address this anxiety and to build awareness and relevance with younger parents for its products, they created a "Share the Love" social campaign.
The ads forgoed professional actors and featured real moms sharing mirror affirmations that support each other. The brand also developed digital stickers to enable people to share their own mirror affirmations. By directly challenging the notion that parents need to be perfect, Pampers found a way to help parents love themselves more.
Why it worked: Pampers' approach resonated because they kept it real. The brand embraced authenticity over polish and—most importantly—prioritized being human over being perfect.
Binggrae
The campaign: Binggrae Banana Milk is an iconic beverage in South Korea. To increase in-home consumption, the brand launched an integrated campaign that sought to remind people of the drink that many strongly associate with childhood.
The campaign centered on the South Korean social media trend known as "newtro," which tapped into audiences' nostalgia for bygone times. In addition to developing high-production television spots, they also produced video content for Instagram Reels in partnership with a group of creators. This creative connected the brand's history with internet culture by weaving in relatable trends and styles from the platform.
Why it worked: Binggrae's Reels content resonated because the brand found a way to tap into a cultural trend with more relatable human partners. Rather than try to do it all themselves, they empowered creators who had their fingers on the pulse of the platform to tell the brand story.
Learn more about lo-fi, platform-native video storytelling here.
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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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