In late 2009, Domino’s launched a brutally trustworthy industrial, publicizing clients’ overwhelmingly unfavourable emotions about their pizza—and asking of us to provide them a second likelihood. It was an enormous danger, however one which paid off. The quarter following the marketing campaign’s launch, same-store gross sales have been up 14%.
Regardless of the way you slice it, risk-taking has at all times been a trademark of robust brand marketing. On the earth of social at present—the place producing natural attain seems like a shifting goal and manufacturing budgets are restricted—pursuing sensible dangers may be the deciding think about your content material’s success.
Enter: lo-fi content material. Publishing visuals and video that hasn’t been scrutinized in inventive briefs and edited advert nauseum carries a level of danger. However as we clarify on this article, it’s what audiences crave.
Preserve studying to learn to construct the enterprise case for creating extra lo-fi content material, and methods to combine it into your social technique.
What’s lo-fi social media content material?
Lo-fi social media content material is personality-driven social media content material that has low manufacturing worth. Social media marketing consultant and Hyperlink in Bio e-newsletter creator Rachel Karten summed it up in a Sprout masterclass webinar, “It’s important to do one thing bizarre or wacky or enjoyable or persona pushed. Individuals now count on manufacturers to indicate up in that method throughout all platforms.”
Lo-fi content material appears to be like and feels extra genuine and fewer shiny than conventional branded social content material as a result of it normally is. It’s typically shot on an iPhone and includes little if any enhancing in any respect, making it extra budget-friendly (with a greater ROI than extremely polished content material).
Lo-fi social media content material remains to be promoting to your viewers, nevertheless it doesn’t really feel prefer it. Examples of lo-fi content material embody, however should not restricted to:
- Fb picture dumps
- Screengrabs of TikToks
- Instagram Tales which might be clearly shot on somebody’s telephone
The dangers and rewards of lo-fi content material
For rising and established manufacturers alike, lo-fi content material could be a step outdoors of the advertising consolation zone. Unpolished posts run the danger of displaying your services or products in a non-aspirational gentle (even when it’s highlighting a really actual buyer use case), or showcasing a humorousness that your viewers may not get.
Completed properly, nevertheless, the upside of sensible lo-fi content material is plain, from greater ROI to scaling your model consciousness efforts. By hanging the precise stability of informal and related, these posts can humanize your model and encourage shareability.
What’s driving the shift towards lo-fi content material?
The pendulum swing from pristine, massive finances promoting campaigns to lo-fi social content material has been build up for years. There are a number of elements which have contributed to this shift:
1. The pandemic
Throughout our webinar, Karten famous how the challenges manufacturers confronted on the onset of the COVID-19 pandemic accelerated the shift in the direction of extra lo-fi content material. Particularly, extra conservative budgets and the lack for entrepreneurs to journey and movie on-site.
As main manufacturers started to include extra low-budget content material into their feeds out of necessity, they observed one thing—audiences ate it up. It was an early signal that aspirational content material wasn’t the one choice anymore.
2. The algorithms
Whereas the pandemic initiated the shift towards lo-fi social content material, it was hardly the one driver. Algorithms, significantly on Instagram and TikTok, more and more emphasize the facility of discovery.
The extra a specific put up will get shared, the extra seemingly it’s to land on the Instagram Discover or TikTok For You pages. As we speak, it’s off the cuff, lo-fi content material that customers usually tend to share with their followers.
In different phrases, the mix of shoppers wanting extra genuine posts mixed with algorithms rewarding that content material led forward-thinking manufacturers to ask themselves a easy query when creating social content material: “Would you share it?”
Find out how to take sensible dangers with lo-fi social content material
Lo-fi doesn’t translate to low effort, neither is it a go to be much less considerate or strategic about your content material. Listed below are 4 methods to create intentional lo-fi content material that entertains and engages your viewers:
Take heed to your viewers
Do your analysis—lo-fi content material could not take as a lot time or finances to supply, however that doesn’t absolve groups from robust planning. Social listening helps you get a firmer grasp on what your clients are speaking about, each basically and because it pertains to your model. This Sweetgreen TikTok, for instance, hooks viewers by instantly acknowledging pervasive suggestions about their costs.
Know what differentiates your model from direct and oblique opponents
It will assist you to pinpoint the precise alternatives to wager on lo-fi social content material and easy methods to convey these moments to life. Getting this proper is dependent upon understanding the behaviors, norms and fandoms which might be distinctive to your viewers. Regional fast-food chain Culver’s does this typically, enjoying into their Wisconsin roots with out formal voiceover or on-camera expertise.
Be actual and present up as such
Many shoppers place larger worth on manufacturers that aren’t buttoned up or picture-perfect on a regular basis, particularly on social. Karten recommends doing one thing as comparable as posting a picture dump with lo-fi imagery to indicate your model’s true colours or heritage.
For instance, within the wake of its 2020 chapter and subsequent model turnaround, Brooks Brothers has leaned right into a extra informal method on social–with easy static posts reviving outdated catalogs and quick get-ready-with-me TikToks—geared toward interesting to a youthful technology of buyers.
Accomplice with influencers driving developments
Sharing your model’s platform with another person at all times carries a specific amount of danger. However influencers and creators are masters of lo-fi content material. Participating and partnering with the originators of so many alternative social developments can have long-term advantages for manufacturers.
Karten spoke to an instance from Cava, which partnered with The Devon Maid, a TikTok creator who was going viral for a video on how pasta shapes stroll. The subsequent post, that includes The Devon Maid’s tackle how varied Cava toppings would stroll, over-performed when it comes to each likes and shares. It allowed the model to take part within the development with out stealing the concept from its authentic supply.
Make main bulletins extra relatable
Massive company bulletins could seem to be the one area the place a lo-fi method isn’t well worth the danger. But when the Tennessee Titans’ 2023 schedule release video is any indication, even this tide is popping.
For the announcement, the Titans produced two movies: One with excessive manufacturing worth that includes celebrities together with comic Nate Bargatze, Jelly Roll and Keith City, the opposite, a lo-fi video asking random folks in downtown Nashville to determine their 2023 opponents by their brand. The lo-fi model outperformed the extra polished model considerably—82,000+ likes and a couple of,100+ feedback in comparison with 15,000+ likes and 249 feedback on Instagram alone, drawing engagement from main manufacturers akin to Cheetos and even groups on their schedule.
Why did it work? The Titans model was uncooked, it was actual and, most significantly, it was hilarious.
To mitigate lo-fi content material dangers, by no means cease testing
For manufacturers accustomed to full-fledged TV commercials, costly out of house billboards and shiny print spreads, lo-fi social content material could seem to be a serious advertising danger. However because the earlier examples show, when performed proper the payoff is plain.
Entrepreneurs seeking to take greater swings with lo-fi content material ought to nonetheless take a test-and-learn method to seek out the tone, format and well timed references that resonate greatest along with your viewers. Download our creative testing worksheet to seek out the components that is smart on your model.