The COVID-19 pandemic has slowed down many businesses. Brands started adopting cost-efficiency measures. Small businesses pivoted to creating content using mobile devices. While large businesses partnered with influencers to connect to their audiences on social media. The result – the rise of Lo-fi videos on Instagram.
Lo-fi means low fidelity. A lo-fi video is a short video with a DIY feel or look. It’s a video with technical flaws such as background noise, limited frequency response, shadows, or video distortions. This type of content started as a necessity among businesses to cut costs on content creation. It’s also a way to make someone productive even in home confinement. Its approachability and authenticity have turned into a big opportunity for Instagram marketing. They are now the most viewed posts on behind-the-scenes Stories, 1st-person IGTV, and Reels.
Brands that Make It Through Reels
- Amaro, a fashion label in Brazil, jumps into outfit change lo-fi videos on Reels to showcase their accessories and clothing lines.
- Big Girls Don’t Cry Anymore, an Australian brand for plus size women, harness the magic of lo-fi through UGC content. They are showing customers who wore their clothing lines in real life.
- Dunkin’ creates entertaining and mouthwatering Lo-fi Reels using a cutting board, a knife, and their products.
- Wakibungu, a Japanese stationery brand, inspires organizers and planners with Lo-fi Reels videos featuring their paper lines.
Implications for Marketers:
Lo-fi videos are a cost-efficient way to create engaging content on Instagram. Marketers should experiment using such short-form videos on Reels. Brands can connect to their audience through behind-the-scenes, dance videos, dress changes, lip-syncs, product tutorials, and UGCs. The key is authenticity and creativity. Marketers should use lo-fi videos to feature a brand’s uniqueness and usability.