Rippling's marketing team discovered that expensive, high-production content doesn't always deliver better results. Scrappy, low-cost assets like iPhone-shot videos often perform just as well because their authenticity is more effective at stopping the scroll. This validates a lean, iterative approach to content creation, regardless of budget size.
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Instead of polished ad creative, have the founder record a simple, direct-to-camera video on their iPhone announcing the sale. This authentic, personal approach often generates higher click-through and conversion rates by creating a friend-to-friend connection with the audience.
Breeze's most effective ads are raw, unedited videos of the founder. In one example, he filmed himself calling a customer to refund their $560 order after a coin flip. That single ad cost $560 to make but generated an estimated $500,000 in sales, proving authenticity trumps production value.
AI video tools like Sora optimize for high production value, but popular internet content often succeeds due to its message and authenticity, not its polish. The assumption that better visuals create better engagement is a risky product bet, as it iterates on an axis that users may not value.
Audiences crave authenticity, making highly polished videos feel unrelatable. Instead of investing in expensive gear, creators should invest in authentic storytelling, embracing a raw and imperfect style that builds more trust.
The old strategy of creating long, infographic-style pins is obsolete. Pinterest now prioritizes authentic, scroll-stopping videos similar to Instagram Reels. Even poorly designed but powerful videos that grab attention outperform highly polished, traditional pins, signaling a major shift in creative strategy.
Despite testing various ad formats, Spot & Tango's best-performing creative was a simple static photo of their product on an office shelf. This low-fi, authentic ad resonated more with customers because it mimicked user-generated content (UGC).
The CEO of Unbound Merino found that his most polished, creative ads often underperformed. Conversely, ads he felt were cheesy or made him uncomfortable—specifically, founder-led videos—were highly effective, showing that authenticity can trump production value.
Data shows raw, authentic 'lo-fi' content significantly outperforms polished material. LinkedIn posts see 144% more engagement, Instagram gets 220% more, and email click-throughs rise 88%. This strategy works for all industries, including 'boring' B2B, because authentic human connection wins.
Overly polished video content in B2B can signal "advertisement" to users, causing them to disengage. Lower-fidelity, more authentic content often performs better because it feels more organic and native to social media feeds, focusing on the message rather than slick production.
In an era of highly produced brand content, raw, unpolished videos can feel more authentic and are more likely to stop the scroll. This "imperfect" quality is a strategic advantage, not a weakness, as it stands out against overly polished feeds.