There’s something undeniably refreshing about lo-fi ad content. This raw, unfiltered aesthetic has been gaining traction on platforms like TikTok and Meta, proving that sometimes, less is more.

For bigger businesses, this trend towards lower-quality content can come as quite a shock. For years, bigger investments in advertising creative has often meant bigger return. However, the focus on where that budget goes is shifting – and doesn’t necessarily mean things are getting overall cheaper. Instead of hiring a team of videographers with high-end equipment, we’re finding marketing budget is instead moving towards multiple content creators with iPhones and ring lights. This is essentially content now forming in a way to fit their mediums. High production content on television, native content on social media. But, let’s start from the very beginning here with a simple question: what are lo-fi ads?

What are lo-fi ads?

Lo-fi ads are essentially the opposite of high-production ads with professional actors, lighting and settings. Lo-fi ads are made to look organic. They are characterised by:

• Simple production often using minimal equipment and editing.
• A genuine feel of authenticity and relatable style.
• Platform-native features such as QA boxes, green-screens and in-platform fonts/text
• Familiar, trending sounds & music

Why do lo-fi ads work on TikTok and Meta?

Users on these platforms crave authenticity and hate being advertised to. Lo-fi ads resonate because they feel like they’re coming from a real person, not a polished brand. But, there is a fine line (to avoid being like Steve Buscemi below). Simply filming on a phone instead of a DSLR isn’t enough. To ensure that your videos truly resonate with your audience, it’s essential to engage with your customers and understand their preferences. Think of what type of content they love, what creators they watch most often and get into their mindset when creating content. This approach will help you create content and run ads that not only inspires but also aligns with your brand identity. At its heart, lo-fi is about people—it’s a communal experience that thrives on immediacy and spontaneity, reflecting the cultural currents around us.

This fine line between “fellow kids” and actually effective lo-fi content can be crossed when you use people related to your business who simply aren’t comfortable in front of a camera or over-direct content creators with scripts & shot lists. As we’ve said, envelop yourself in your audience’s preferences and tone of voice, and trust the creators you use to produce content that they’d be proud of posting just like any other unsponsored post.

The benefit to lo-fi for brands is that producing lo-fi ads is that they’re generally less expensive than high-production value ads, with costs being redistributed towards creators for larger amounts of quicker-turnaround content rather than single high-production pieces. This makes them a great option for businesses with limited budgets.

Not not only that, lo-fi ads often encourage engagement. Users are more likely to comment, share, and like content that feels genuine and relatable.

Finally, a big pro, lo-fi ads can more often than not lead to strong Hook Rates (sometimes called Thumbstop Rates) in ads on Meta or TikTok as users can’t immediately tell that it’s an ad they’re watching. In other words, you’re fitting in to stand out.

All in all, lo-fi ad creative is proving to be a successful way of increasing engagement. In a study it was found in story ads, self-recorded (lo-fi) creative outperformed studio-shot creative 84% of the time when looking at Hook Rate (adage).

We have seen some evidence that in certain categories—including e-commerce, retail and CPG—lo-fi is associated with better performance than ads with a high degree of polish. In a 2019 study, for example, we found that self-recorded creative from advertisers outperformed studio-shot creative in Facebook Stories for content views 84% of the time. Of course, lo-fi does not necessarily mean low quality; we’re still seeing immense originality, creativity and craft in high-impact lo-fi advertising. (adage.com)

12 examples of lo-fi ads

Why it works: 

• Calls out the target audience
• Gives an immediate call to action
• Product showcasing

Why it works: 

• Fits into “beauty” feeds with a routine video
• Showcases products plus product graphics for easy recognition when shopping
• Describes product benefits

Why it works: 

• Platform native subtitles for sound-off experiences
• Includes real consumer feedback & response

Why it works: 

• Describes benefits
• A passionate review from an “everyday” creator

Why it works: 

• Product demonstration
• TikTok-native voice-over
• Describes features/benefits

Why it works: 

• Hook-enducing video showcasing how much this bag can hold without words!

Why it works: 

• A comparison showcase of product results
• A walkthrough demonstration

Why it works: 

• Hook-inducing content
• Showing not telling users that this product is highly durable

Why it works: 

• Details price
• Details & showcases core benefit – ease

Why it works: 

• Aesthetic unboxing – fits in with target market’s feeds  
• Product showcase

Why it works: 

• Calling product a “hack” = a problem solver
• Product showcase
• Real user

Why it works: 

• Hook-inducing introduction shots
• Uses the magic “I” word
• Discusses benefits
• Fast pacing

Tips for creating effective Lo-Fi ads

• Keep it simple: Avoid overcomplicating your message.
• Be authentic: Let your brand’s personality shine through.
• Experiment with different formats: Try short videos, stills, or even text-based ads.
• Listen to your audience: Pay attention to what resonates with your followers.

Lo-fi ads offer a unique and effective way to connect with audiences on TikTok and Meta. By embracing simplicity, authenticity, and nostalgia, brands can create engaging content that stands out in a crowded digital landscape.