When was the last time you tuned into QVC or watched an infomercial for a new product and were convinced to buy it? As the consumers of today trade cable TV for TikTok and subscription-based services to source their entertainment, brands must also adapt to continually target these users in the ever-changing marketing landscape.
Lo-fi, or low-fidelity, content is social media content that has a low-production, approachable feel to it. Often shot on an iPhone, these ads blend into the For You Page of any user. Sandwiched between Jane’s rant review of her latest read and Abby’s curly hair routine—both filmed on their front-facing iPhone cameras—could be a video of a young woman’s rave review of an expensive hair mask. Like Jane and Abby, she’s also using her front-facing iPhone camera. In the background of the video, you can see her bed, a bookshelf, and her makeup table. It feels utterly indistinguishable from the other two videos in all but one way—this one is an ad.
Lo-fi content is effective for many reasons. Because the person in the lo-fi ad is just an average person, she makes the expensive hair mask seem more accessible and approachable. The video cuts to the results, and you can see how her once-dull, frizzy brown hair has become smooth and shiny. These exact results feel attainable to you in a way that Priyanka Chopra’s glossy hair in Pantene’s high-production ad doesn’t.
Far and away, the greatest advantage to lo-fi content is the cost. Since the production appears DIYed, there is no need to pay for a sound stage, a TV spot, or a celebrity to advertise your product; you just need a spokesperson and an iPhone.
The bygone era of QVC and infomercials has made way for cheaper, more effective marketing strategies. Contact First Station Media at info@firststationmedia.com to learn more ways to reach consumers in this ever-changing landscape.
