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Lo-fi content is changing the world of video marketing and filmmaking. Now that so many brands are pumping out glossy, high-production video content on their socials, viewers are craving something more authentic. Enter lo-fi (or lofi) content, with its more natural feel and imperfections.
But exactly what is lo-fi content, and how can you get in on the fun?
Let’s find out.
- What is lo-fi content?
- Why does lo-fi video work?
- How to make successful lo-fi content
- Which brands are crushing it with lo-fi content?
What is lo-fi content?
Lo-fi is short for low fidelity and is basically a scaled back and deliberately unpolished thing. In this case, lo-fi video is usually casual, unscripted, and feels quite raw. It’s not that the quality is low—it’s about making something that feels natural and authentic rather than looking glossy and polished.
Here’s what a lo-fi video might lean into:
- Minimal editing
- Natural lighting
- Casual tone
- Off-the-cuff delivery
- Imperfections (to a degree)
The kinds of videos we’re talking about are things like a presenter talking straight into a camera while they’re sitting in an informal room (like the kitchen or their bedroom), a behind-the scenes video filmed on a phone, a day-in-the-life vlog that has a lot of choppy cuts and background noise… that sort of thing.
Why does lo-fi video work?
This style of video feels really human and real. Because of tech price points and people growing up saturated in online media, we’re overwhelmed with very produced video, and sometimes we crave something a little friendlier and more relatable. The rise of AI video is only likely to make lo-fi content more appealing by comparison.
Being yourself builds trust
People can be suspicious of anything that looks too good, and high-production video can come off as staged, which makes it harder for audiences to feel connected. Lo-fi video feels more genuine—if someone is talking to the camera and there’s not much editing, it can seem more honest and trustworthy.
Relatability is better than perfection
Nothing is perfect, and lo-fi video represents that. If something is raw and imperfect, then it mirrors our own experiences and is easier to relate to. Your audience is also more likely to believe the message you’re trying to get across. It’s signalling:
- “We’re not hiding anything.”
- “We’re not trying too hard.”
It plays into the algorithm
Platforms like TikTok, Reels (Instagram), and YouTube Shorts are built for fast, engaging vertical video content. Lo-fi content tends to perform better because:
- It’s faster and cheaper to produce, so you can put out more content in less time.
- “Authentic” video tends to get more comments, likes, and shares.
- It gets to the point quickly! Without all the fancy whizz-bang introduction, your message is pretty clear in a short time, and that’s what these platforms love.
How to make lo-fi content that works
1. Ditch the script
If you sound conversational and not like you’re reading, it’ll sound much more natural. Try to:
- Talk to the camera like you’re video-calling someone.
- Roll with natural pauses and a few ums and ahs.
- Keep it short and to the point—no waffle!
2. Use what you’ve got
Who needs fancy equipment these days? Your phone camera is likely all you’ll need to get started. Here are a few tips:
- Record in the daytime so you can make use of natural light.
- Don’t stress about finding the perfect angle.
- Explore native features on your equipment. They likely have useful tools like stabilization, slow-mo, and even video editing filters.
3. Lean into trends
Don’t try too hard to go viral, but lo-fi content thrives when you align it with what’s trending in video.
- Take advantage of things like hashtags and popular challenges.
- Remix trending formats to fit your brand.
- Keep an eye on TikTok and Instagram for what’s hot and what’s emerging.
4. Personality over perfection
People connect with people rather than brands so show the faces (and personalities) behind your content.
- Introduce people on your team.
- Share behind-the-scenes stuff that makes people feel like they’re getting a peek behind the curtain.
- Don’t be afraid to be funny or self-aware, and don’t look like you’re trying too hard!
Which brands are crushing it with low-fi content?
Ryanair
Agh, we hate them, but we love to hate them. Ryanair is nailing the idea of low-fi content by producing snarky, funny videos and posts on its social media channels. It takes the things people don’t like about the brand and makes it into hilarious content, and we just can’t help but admire that!
Duolingo
Duolingo’s content is varied, but it all has the feel of being very raw and and simple, with next to no polish on its videos. A lot of it involves dressing staff up in character costumes and having them goof around!
Chipotle
A lot of food-related brands go for very staged and immaculate looking food setups. Not Chipotle! Its content is lo-fi and about enjoying its food in everyday, realistic scenarios. Sometimes the content isn’t even video—one post is just an ad for its new honey chicken, but it’s tacked up over 5 million views.
Go try lo-fi video in your marketing or filmmaking!
Lo-fi video isn’t just a passing trend—it’s a well-utilized method that filmmakers and marketers often use to get away from that feeling of being too corporate and glossy. It connects with us, it makes us laugh, and it’s a quicker and cheaper way to make video, too. Sounds like a win-win to us.
Ready to get started with low-fi content? Here’s the 1-2-3 process for getting started right now:
- Try recording a short, unscripted video.
- Post it on TikTok or as a Reel on Instagram.
- See how your audience responds, and tweak accordingly.
If you’ve enjoyed this post, why not check out a few more—discover what’s trending on TikTok, lessons you can learn from the Oscars, and even get inspired by the beauty of 80s packaging! And discover lo-fi creative assets on Envato, with everything from music to stock footage and more.
