Meta‘Perfection-fatigued’ Millennials and Gen Zers want lo-fi, mobile-shot video
Summary
Recent studies by Meta indicate that unpolished, lo-fi video creative drives higher ad recall and better lower-funnel outcomes than high-production videos across verticals like tech, retail, restaurants, and e-commerce. Millennials and Gen Z prefer authentic, imperfect content due to 'perfection fatigue.' Brands like Wendy's, Pampers, and Binggrae successfully used deliberate imperfection—such as grainy footage, real people, and creator partnerships—to connect with audiences. Wendy's boomer-style ads outperformed polished visuals; Pampers' real mom affirmations resonated; Binggrae tapped into nostalgia via creator-driven Reels.
The key takeaway: prioritize human, relatable content over polish.
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