Buzz about lo-fi content is growing rapidly in the advertising space. I was recently chatting with my friends over at Hydrogen Advertising, and I mentioned that it is performing better than traditional (and expensive) content. Mary (Hydrogen’s amazing President) followed up to ask me for data that backs this up, and I realized that I had never dug that deep! I have been hearing that it is working well. I know that brands are asking for it, more so now than ever before. I also have had a gut sense that it works well. If consumers trust people like themselves, surely they will respond better to content that feels like it is coming from a fellow consumer versus something highly polished that is coming from a brand, right?
I then embarked on a little bit of a deep dive into lo-fi content to see if the data confirmed my hunch. Luckily, it does!
What the Numbers Reveal
Let’s look at the metrics that matter most:
- According to Dash Social, engagement rates for lo-fi content are between 0.16% and 0.22% while highly produced content lags at 0.09% to 0.12%.
- They further state that effectiveness rates for lo-fi content can reach 23.21% while traditional, high-gloss ads typically see rates between 10.04% and 19.99%.
- Campaign Brief also has some great data here, sharing that lo-fi videos on social platforms get 40% more views and up to 30% higher reach than polished content created by the brand.
Why Audiences Prefer Lo-Fi Content
This shift is not just about saving money or moving faster. It is rooted in human psychology. The Campaign Brief article states that more than 60% of consumers say they value authentic, relatable content over highly polished and manicured ads. People scroll past what feels like another ad, but they pause when content feels personal and genuine.
Why Lo-Fi Delivers for Brands
Here are the main drivers behind lo-fi’s outperformance:
- Authenticity and trust: Audiences want stories told by real people. They want to buy from brands that feel human.
- Speed and flexibility: Lo-fi content allows brands to jump on trends while they are still relevant. In our industry, days (not weeks or months) make the difference in cultural relevance. We need to move quickly, and that’s a lot easier to do with lo-fi content than with content that requires a complex shoot.
- Algorithmic rewards: Social platforms boost content that sparks conversation. When engagement rises, distribution follows. This flips the old “spend more to show more” logic on its head.
My Takeaway for Marketers and Agencies
Test, measure, and do not be afraid to let go of perfection. The data is clear: the era of authentic, relatable, and rapid content is here. Brands that embrace this approach are pulling ahead, sometimes by double-digit margins. On our end, here at Sway Group, we are seeing a dramatic increase in requests for Creator-Generated Content (CGC), which speaks to the growth of this trend. It’s a very affordable way to try out lo-fi content for your brand.
Danielle