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The Influencers

The Lowdown on Lo-Fi Content: Why It Works

Digital Natives, Wed, Dec 08, 2021

Should all organic content be lo-fi? Digital Natives' Lucy Matthews explores...

The Lowdown on Lo-Fi Content: Why It Works

When it comes to engaged audiences, bigger - and more expensive - isn’t always better. Lo-fi content, the sometimes underestimated relative of hi-fi, is only growing in use, and this is for one clear reason: it works.  

Think lo-fi’s not right for your brand? It might just surprise you. Capable of grabbing your followers’ attention and humanising your presence on social, it’s a brilliant marketing tool that’s proven to perform.

Lo-fi content defined

Lo-fi content is classed as that which is clearly ‘under-designed’. The opposite of those glossy, pixel-perfect ads and demos you see on social, it’s neither ultra stylised nor high-spec. 


Why is it effective? 

Aside from being cost-efficient, good lo-fi videos are effective because they reflect the native content people come on their social channels to see.

We know users don’t go on social media to watch ads (unlike me): they’re looking to be entertained, educated and inspired. 

Rather than endlessly push your product and branding, lo-fi is the ultimate trojan horse for connecting with your audience on organic social, showcasing what you offer while co-existing comfortably with content from today’s homegrown TikTok stars and influencers. 

Going lo-fi also allows you to jump on trends and hot topics fast, with minor constraints. It lets you invent and reinvent endlessly, trialling different formats such as behind-the-scenes peeks, product tutorials, dance videos, staff challenges and UGC, minus the budgetary ramifications paid content carries. 


How do you make brilliant lo-fi content?

To find your lo-fi rhythm, you need to experiment - what works for one brand doesn’t necessarily work for another. 

However, there are a few rules of thumb. Whether you’re creating for Facebook, Instagram, TikTok or Twitter, the best low-fi content has authenticity and creativity at its heart.

You want to tell an evocative visual story with a human element - but how do you keep it interesting? Attention spans on social are short, so place your key message upfront, hooking your audience straight away.

To maintain their focus, keep the tension growing, amping up the energy until the end. Non-linear storytelling is a great way to achieve this: for example, to liven up a juicer demo, you could lead with a shot of a finished smoothie, plus the name of the recipe, following this with the steps taken to reach this point before looping back to the finished product. 

You also want to ensure your efforts feed into growing your customer base, so ensure all content maintains your brand’s look and feel throughout.


Should all organic content be lo-fi?

Although it’s clear that low-fi content is making a significant impact on social, the answer is no - brands must find their balance on each channel. 

When creating content for social, you need a clear strategy shaped by a deep understanding of what your target audience wants and engages with. Once you crack this code, you can begin building an ecosystem of hi and lo-fi pieces of content that work in harmony with one another, honing your channels into hubs for memorable experiences consumers return for again and again. 

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