Lo-Fi Content: Why Less is More in Influencer Marketing

The year is 2010. You’ve just gotten your hands on the latest iPhone 4 and you immediately download Instagram, the hot new social media app. You snap a quick selfie and apply the “X Pro II” in-app filter before sharing it to your feed. 

Fast forward to 2017. You log on to Instagram, which has turned into a full-blown ecommerce network, where established influencers are posting perfectly curated images with the hashtag #[Brand]Ambassador.

Now, nearly two decades since the first content creators established their role in our digital world, we’re seeing a 180º turn, back to the scrappy, low-budget media reminiscent of the early days of social media. But this time, it’s intentional. 

Enter the era of no-frills TikTokers and platform-native editing tools, where lo-fi content creation is revolutionizing the influencer marketing industry. Executives from high-growth startups to the world’s leading legacy brands are catching on, increasingly turning to content creators to produce engaging branded assets that can make a splash online. 

As the lo-fi trend gains traction, let’s explore its roots, why it’s resonating with consumers and marketers, and what it means for the future of influencer marketing.

What is lo-fi content?

You might be familiar with lo-fi music — characterized by its intentional imperfections, like a misplayed note or low-quality recording. On social media, however, lo-fi content refers to photos or short-form videos with a DIY feel and little-to-no editing. 

Recently, both individual content creators and brands have found success with lo-fi content. 

Take Alix Earle, for example. Boasting 6.8 million TikTok followers, this self-proclaimed “hot mess” has captivated audiences with her unfiltered, simple videos shot at her vanity or in her closet, directly on her phone. Despite the pared-back nature of her content, she has not only caught the attention of TikTok users, but also that of major companies like Tarte, Grubhub, and Poppi, who have offered up high-profile brand deals to take advantage of Alix’s ability to connect with her audience and ultimately drive product sales.

Even major companies like Lululemon have embraced the lo-fi trend. Amassing nearly a million TikTok followers, Lululemon frequently jumps in on TikTok trends — like this 333 outfit challenge. The video is simple, showcasing the items to be packed, paired with a quick try-on haul. The video is also easily replicable by consumers — and that’s precisely the point.

Why are influencer marketers turning to lo-fi content? 

The new generation of consumers are not blind to the commercial underpinnings of influencer partnerships. There’s a fine line between authentic branded content and scripted endorsements, and today’s consumers are quick to call out influencer partnerships that seem overly promotional, transactional, or misaligned. Over time, we’ve associated sponsored content with highly stylized, unnatural videos and posts that are often outside the scope of a creator’s content — a dead giveaway of an inauthentic #ad.

As a result, Gen Zers turn to creators who are more authentic and relatable. Real people, as opposed to actors in commercials or even celebrities who live seemingly unrelatable lives, provide "trusted influence." That’s why lo-fi content has become the perfect solution for brands looking to connect with customers organically, and for creators looking to maintain their authenticity even through brand sponsorships. Along with trends like de-influencing, lo-fi content is flipping traditional influencer marketing on its head, offering a more relatable marketing experience.

Social media platforms, especially TikTok, have had a large hand in inciting this shift. Its in-app editor has made it easier than ever to quickly shoot mobile-optimized videos, edit clips together, and publish — allowing for a low barrier of entry to the world of content creation. 

What does the lo-fi content trend entail for the future of influencer marketing?

As the lo-fi content trend takes over, so will the role of nano- and micro-influencers, or creators with less than 100,000 followers. These creators are typically the most relatable to consumers, often working regular 9 to 5 jobs, attending school, or making content as a side hustle. And the shift towards smaller creators has already begun. In fact, searches for micro-influencers have increased 105% as brands look to increase their investment in these creators, who now make up 91% of the influencer marketing share.

Consumers are becoming more selective with their purchases, forcing marketers who haven't yet embraced lo-fi content to adapt. With online fame more accessible than ever, audiences are increasingly discerning about whom they follow. And as the youngest generation of consumers gains cultural influence, lo-fi content creators will continue to rise, outshining the obvious #sponcon of past influencer marketing trends.

What are some examples of lo-fi content?  

Ready to get started but need ideas? Try out these lo-fi content trends, some of which are more tailored to specific industries, for both your organic social channels and your influencer partnerships. 

• Day-in-the-life vlogs: As we’ve mentioned above, people love to watch relatable content. Ask influencers to take their audience along on a regular day, while incorporating your products into their routine. This is a great way to showcase how your products fit into their everyday lifestyle.

• Specific TikTok trends: Whether it’s a viral sound, dance, challenge, or anything in between, participating in TikTok trends will increase the likelihood of the video garnering quick engagement and visibility. Craft up some ideas about how certain trends can apply to your brand and jump on the bandwagon! For example, Joe & The Juice recently put together a video handing out their coffee to people in the financial district, leveraging the hype around the viral “Man in Finance” song.

• Try-on hauls: Consumers want to see how things look on real people. If you’re a fashion brand, ask influencers to film a simple try-on haul to display how your clothes look on various body types.

• Get Ready With Me (GRWM) videos: With over 181 billion views on TikTok, #GRWM videos are an easy way for beauty brands to get audiences engaged. Consumers love to learn how other people do their makeup, skincare, or hair, and the products they use to achieve their looks. Influencers can even share relatable stories while getting ready to make the video even more engaging. 

• Food taste tests: Whether it’s a mukbang or a ASMR eating video, it’s scientifically proven that people love to watch the reactions and facial expressions of people when they try foods. If you’re a food brand, leverage the authentic voices of foodie creators like Keith Lee, known for his honest restaurant reviews, to draw in audiences and entice them to try your products.

These are just some of the concepts that we’ve seen work well for creators and brands — but your options aren’t limited to these content ideas. Tap into the creativity of your community to come up with fresh, engaging content. And in every case, give creators enough creative freedom to produce content that is authentic, educational, and valuable so that it will resonate even though influencers disclose it as an #ad.

Learn more about the evolving influencer marketing landscape in our webinar, The Next Era of Influencer Marketing: Word-of-Mouth Commerce. Watch it now on demand.