Several brands have started intentionally posting rougher, less polished content - and reporting stronger engagement than with their previous highly produced videos.
The Theory Behind It
Audiences have grown accustomed to recognizing overly polished, ad-like content and often scroll past it instinctively, while rawer content feels more like a genuine recommendation from a person.
What This Looks Like
- Handheld video instead of tripod-mounted shots
- Natural lighting instead of studio setups
- Casual captions instead of heavily copywritten ones
A Balance to Strike
This doesn't mean quality doesn't matter - it means the *appearance* of effortlessness, not necessarily lower actual quality, tends to build trust.