In digital marketing, we’re witnessing a shift towards a more engaging style of content. It’s raw, authentic, and strategically blends brand alignment with entertainment. It’s advertainment at its best. At The Digital Picnic, we’ve dubbed 2024 the year of ‘ugly’ content.
If you’re not getting on board, you’re missing a huge opportunity to stand out.
Thanks to TikTok’s influence on how we consume and create organic and paid content, the once-dominant professionally produced content is making way for something more real.
Other platforms are following suit, throwing the rule book out the window to deliver what consumers crave—content that mirrors their unpolished lives.
Some brands find the term ugly unsettling, worried this style won’t suit their standards. But, ugly is not about traditional aesthetics; it’s about embracing unpolished production. When aligned with your brand strategy, this approach is an innovative and effective way to advertise and connect.
Think about your scrolling. Do you use socials to be hard-sold to? What stops your thumb?
A recent e-commerce report from Australia Post states, “For the first time in five years, non-discretionary spend growth outpaced discretionary spend growth”.
Consumers across all industries are shopping around more than ever, so marketers and brands need to grab their attention in unique ways — and keep it. We know pushy sales tactics don’t work. People use socials to escape, laugh and discover. They might not buy immediately, but if you make an impression they will remember you.
Ugly content is ideal for videos — think face-to-camera, user-generated content (UGC), product reviews, and how-tos. Whip out your phone to create short, snappy videos with minimal editing, ready to share in seconds.
When it comes to graphics, brands are moving away from curated graphic tiles towards simple, low-production elements.
Photo dumps are back. You can use these in a carousel format or stitch them together into a GIF to showcase your images in a spontaneous and engaging way.
The goal is to meet consumers by delivering content in the style they expect on the platform.
If you’re in a traditional sector, a highly regulated industry, or targeting an older demographic, it’s important to think about how to strike the right balance with this less polished style. See how lawyer Ray Zhai has broken the industry mould.
@thatcriminallawyer THINGS TO REMEMBER BEFORE WALKING INTO A MUSIC FESTIVAL#law #sydney #fyp #foryoupage #trending #viral #learnontiktok
♬ I’m Feeling It (In The Air) – Sunset Bros X Mark McCabe – Sunset Bros & Mark McCabe
Let’s take a look at some brands who have nailed the brief, and why:
@faytlabel Replying to @misstalithaaa apparently everyone wants to work at FAYT? we’re pretty cool not gonna lie 🤭😎 #workplace #fun #fayt #dancing #fashion
This Fayt content is only seven seconds long but has multiple effective elements. Responding to a comment is a clever strategy to give paid ads an organic content feel. Trending audio and the unique delivery make you pay attention.
https://www.instagram.com/reel/C5QBKAly_bV/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA%3D%3D
This highly relatable content from Sell Anything Online taps into consumer frustration about not being able to find a product in stock. Clearly unscripted, the green screen is available to anyone to use, the voiceover is unedited and still, it performs virally with over 65,000 views.
https://www.instagram.com/reel/C3wzBaISToE/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA%3D%3D
Everyone loves to see a founder’s face and hear behind-the-scenes stories — tbh Skincare shows the face behind a brand, turning a product launch and brand collaboration gone wrong, into an opportunity. Using UGC, greenscreen and the power of vulnerability, it invited followers to engage with the brand by casting their vote.
https://www.instagram.com/reel/C4-KLZfvZB6/?igsh=MXVnd2psNzQ3OXFkdA%3D%3D
Vee Underwear capitalises on vulnerability by owning its mistake. This builds relatability and shows business owners are human. The face-to-camera style is a great way to make viewers feel like you’re talking directly to them and the content showcases their sustainability goals.
https://www.instagram.com/reel/C0ggXmFSoUa/?igsh=MXh1aDAwMWFhNXRnag%3D%3D
Jumbled socials are fun, authentic and relatable. While this reel includes some professional photography, the length, engaging audio and quick-changing editing style successfully keep your attention.
Start by scrolling to get familiar with what’s out there. Engage with creators and notice the trends and different editing styles. Be sure to take note of elements you like and think about how you can add your twist.
Next, revisit your brand strategy to guide your content creation and help you stay aligned while you’re experimenting.
Lower your expectations and permit yourself to play without expecting every piece of content to be a hit. Sharing your content internally can be a gentle way of building your confidence and getting feedback.
Adapting to change can take time for you and your audience. So be kind to yourself as everyone adjusts to this new direction.
One of the most authentic forms of your ‘ugly content’ probably already exists. Leveraging UGC gives you genuine, relatable content and strengthens the community, trust and credibility around your brand.
Collaborate with content creators or influencers who have nailed the art so your ads seamlessly integrate into the user experience. Don’t forget to train your team. Help them understand the changes, share inspirational creative ideas, and give them permission to have a go.
As an SME, you have the agility to try new things without red tape. Embrace the benefit ugly content offers with less perfection, and more relatability. Start small to build your confidence, test and learn with your audience, and then weave insights into your marketing strategy.
None of us are perfect. So let’s stop pretending to be and enjoy a simpler, less strenuous, more authentic way of sharing ourselves and brands with the world.
Victoria Obieglo is a social content and paid advertising specialist, and the account director at The Digital Picnic.
