The preference may stem in part from millennials and Gen Z experiencing «perfection fatigue.» A YPulse survey3 found that 90% of 18–36-year-olds like it when people showcase their flaws and imperfections, while 60% think it’s okay for clothing brands to show imperfect images of spokespeople or products.
Impactful creative often takes its cues from friends, peers and creators to reach these younger consumers. This lo-fi approach doesn’t come across as scripted and fake, but rather as authentic and real—and more human. A study of Facebook and Instagram Reels ads found social media advertisements with people in them had a 25% higher click-through rate compared with those that did not.4
Brands are conveying authenticity, realness, and humanity in a range of ways on social media, such as relying on lo-fi production, featuring real people, including platform-native elements such as stickers, partnering with creators, telling relatable stories and using mobile-shot, unpolished visuals.
Here’s how three brands connected with audiences by harnessing the power of deliberate imperfection in their Meta campaigns.
The preference may stem in part from millennials and Gen Z experiencing «perfection fatigue.» A YPulse survey3 found that 90% of 18–36-year-olds like it when people showcase their flaws and imperfections, while 60% think it’s okay for clothing brands to show imperfect images of spokespeople or products.
Impactful creative often takes its cues from friends, peers and creators to reach these younger consumers. This lo-fi approach doesn’t come across as scripted and fake, but rather as authentic and real—and more human. A study of Facebook and Instagram Reels ads found social media advertisements with people in them had a 25% higher click-through rate compared with those that did not.4
Brands are conveying authenticity, realness, and humanity in a range of ways on social media, such as relying on lo-fi production, featuring real people, including platform-native elements such as stickers, partnering with creators, telling relatable stories and using mobile-shot, unpolished visuals.
Here’s how three brands connected with audiences by harnessing the power of deliberate imperfection in their Meta campaigns.
