In an era of AI "slop," content that signals humanity—background noises, unpolished phone videos—converts better. Instagram's head even advocates for including imperfections like a dog barking to boost engagement, as it signals authenticity to viewers.

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.

Highly produced video ads can feel jarring and inauthentic in a social feed. In contrast, user-generated style content that looks like it was filmed on a whim on an iPhone feels native to the platform. This authenticity leads to better performance, encapsulated by the DTC phrase 'the shakier, the better'.

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 pursuit of perfection paralyzes content creation. The polished, multi-take style of traditional media is obsolete on social platforms. Authenticity drives engagement. Don't re-shoot for a minor mistake; correct it in the video and post it. The more human and raw you are, the better your content will perform.

When creating content to build trust, authenticity is more important than a polished, smiling persona. Don't be afraid to be yourself, even if you're not a 'big smiler' on camera. Prospects connect with genuine ideas and a consistent presence, not a perfectly produced but inauthentic performance.

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.

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.

According to Instagram's head, Adam Mosseri, creators should stop over-editing videos. Content featuring imperfections like background noise, stumbles, or hiccups is seen as more authentic and is achieving greater organic reach. This "proof of life" approach resonates more with users than perfectly polished, AI-like content.