John BohanCEO, Socialtyze - I find where AI can create the most value, then build custom systems your team owns—saving time, improving output, and moving faster.

Consumers Have Stopped Paying Attention To Highly Polished Ads. Instead, They Like These Ads...

2 May 2023 · 1 min

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In this marketing commentary, the speaker observes a clear shift in consumer preferences away from highly polished, high‑production advertisements toward lo‑fi, relatable ads that feature everyday people and authentic settings. Citing a chart, the speaker notes that lo‑fi ads consistently outperform hi‑fi ads, delivering roughly 50% higher engagement, 40% greater reach, and 62% more video views. The segment underscores the growing importance for brands to adopt a more authentic, low‑production aesthetic to capture audience attention.

Chapters

Right now I see something happening that is completely different than what I've seen before. Consumers are not gravitating towards highly polished, highly produced ads. What consumers are gravitating toward more is lo-fi ads, ads that are more relatable, ads that look and feel like themselves, or people that are very similar to their friends and family and people that they associate with. You can see that in this chart. If you take a look at lo-fi ads versus hi-fi ads, lo-fi ads outperform hi-fi ads every time by 50% on engagement, 40% on reach, and 62% on video views.