To resonate with the current digital natives and immigrants, communicators don’t necessarily have to tout their brands’ value propositions with high-class content production.
According to the social content marketing platform Stackla, up to 90% of consumers believe that authenticity is essential when deciding which organisations to support. Only 13% think professional branded content is effective, while user-generated alternatives can have a stronger impact on purchasing decisions.
This data suggests that daily creativity and simplicity can be powerful communication tools. This edition of Muse explores the rise of amateurism and lo-fi content.
The emergence of amateurism
Craving for authenticity that mainstream social media platforms fail to offer, young generations have turned to newer applications with an anti-Instagram approach. These platforms discourage edited photo usage and emphasise genuine connection and meaningful interaction among users.
For instance, the photo-sharing application BeReal encourages its users to record and share spontaneous moments by taking snapshots at random times of the day. Without likes, followers, advertisements and filters, the application was reported to attract millions of users and downloads globally since its launch in 2019.
Another popular example is Poparazzi which enables users to post on each other’s walls and discourages constant story uploads or sharing of irrelevant content.
What is lo-fi content?
The movement away from thoroughly edited and professional content on social media elaborated above has given rise to low-fidelity (or lo-fi) content.
A post is considered lo-fi when its content is raw, amateur, or candid without reliance on retouching, filters or colour grading.
Behind-the-scenes reels, do-it-yourself how-to videos, or reposting customers’ photos featuring your product or service are prime examples of lo-fi content.
Why should brands turn to lo-fi content?
The lo-fi approach requires fewer resources and makes room for creative experiments.
Furthermore, adapting content to customers’ lifestyles and aesthetic choices allows brands to make themselves more relevant and maintain two-way interaction with stakeholders who are growing tired of cliché, polished production.
Tapping into the uncurated content can enable organisations to connect with audiences as effectively as high-budget content.
Continue reading our next blog to find out three top lo-fi content strategies for your social media.