The Ugly Ad Advantage: Lo-Fi Content Outperforms Polished Creative

Forget the $50k studio shoot. Right now, the best-performing ads in DTC aren’t the ones that look like they belong in Vogue—they’re the ones that look like they were filmed in your kitchen, on your phone, with a little bit of mess in the background. If you’re running a Shopify brand and you’re still prioritizing glossy, pixel-perfect creative, you’re probably leaving money on the table.

Let’s get into why “ugly” ads are winning, what the data really says, and how you can make the shift without losing your brand’s edge.

Why Lo-Fi Is Crushing It: The Data (and Operators) Don’t Lie

The “ugly ad” trend isn’t just another TikTok-fueled fad. Over the past year, DTC operators have been swapping war stories (and screenshots) on X and LinkedIn showing that lo-fi, homemade content consistently outperforms the stuff you’d expect to see on TV. The numbers back it up:

• TikTok: DIY, phone-shot ads see 32% higher watch-through rates than polished studio spots (Brandlens).
• Instagram: Unfiltered Reels generate 20% more engagement than studio-produced content (Brandlens).
• Facebook: Self-recorded Story ads delivered 22% more impressions and dropped CPC by 18% vs. slick assets (Leadenforce).
• Real-World CAC: One DTC skincare brand cut CPC by 37% and boosted checkout conversions 19% by swapping a glossy ad for a founder’s iPhone video (Leadenforce).

Across dozens of campaigns, lo-fi content wins 80%+ of the time on view rates and engagement (Acceler8). This isn’t a creative compromise—it’s a performance edge.

Neil Patel’s take: “Ugly ads are winning because they look like real content, not ads. People trust people, not brands.”

What’s Actually Happening: Why “Ugly” Ads Work

Let’s break down why lo-fi creative is beating the pros at their own game:

1. Authenticity = Trust

Highly produced ads scream “I’m selling you something.” Lo-fi content—think founder selfie videos, handwritten notes, or a customer unboxing—feels like advice from a friend. That’s not just a vibe: it’s a trust builder. As Fiona Miranda of M&C Saatchi puts it, Gen Z is leading a shift away from “overly polished, curated content” in favor of authenticity (Acceler8).

2. Pattern Interrupts Stop the Scroll

Social feeds are a sea of slick, templated creative. A shaky camera, imperfect lighting, or a quirky prop breaks the pattern and grabs attention. As growth marketer Michal Krupien puts it:

“Every feed is flooded with overproduced ads. But then there’s the underdog: the ugly ad. It WORKS.” (LinkedIn)

Ugly Ads Examples | Michal Krupien

Ugly Ads Are Winning. Here’s What I’m Seeing Right Now. Every feed is flooded with slick, overproduced ads. They’re polished. They’re professional. And they’re easy to ignore. But then there’s the underdog: The ugly ad. Ugly ads don’t look like much, but here’s the kicker—they WORK. I’m running them right now, and the results speak for themselves. Here’s why ugly ads are outperforming the polished ones: 1️⃣ They Feel Real People are tired of ads that scream “advertisement.” Ugly ads—shot on phones, featuring handwritten notes—feel authentic, like a casual post from a friend. 👉 86% of users experience ad blindness. Ugly ads cut through. 2️⃣ They Disrupt the Feed When your feed is full of polished visuals, raw and unpolished stands out. It grabs attention because it’s different. 3️⃣ They Drive Engagement Ugly ads spark conversations. And more engagement means cheaper ads and better results. (Platforms reward what people interact with.) Here’s What’s Happening in My Campaigns Right Now: 💡 Example 1: The Handwritten Note Ad Product: Supplements A photo of the product with this note: “I’m 40. Started taking it 2 years ago… now my whole family takes it!” And there was a fun detail—a pair of Yoda slippers casually in the background. Unpolished, unplanned, and exactly the kind of thing that made it feel real. 👉 Results: - 1.1k reactions, 145 comments - CPM of £5.14 (in the US market) - ROAS 3.27 💡 Example 2: The Sticky Note Candle Ad Product: Candles A cosy product shot with a sticky note saying: “Reminder: Don’t forget to get mum her Egremont candle. Last year’s socks didn’t go down well!” 👉 Results: - ROAS 5.55 - Higher engagement, lower costs The Takeaway? Ugly ads aren’t ugly—they’re relatable. Want to try it? Start here: 🖊 Add handwritten notes to your visuals. 📱 Record unpolished videos. 🔍 Share behind-the-scenes moments. 😆 Create a meme ad. The beauty of ugly ads is in their imperfection—and that’s what makes them so effective. What do you think? Would an “ugly ad” work for your business?

LinkedInMichal Krupien

Oliver Hudson’s thread: “The best ad I ran last month was literally a selfie video with my dog barking in the background. Outperformed everything else 3:1.”

3. Engagement Loops Supercharge Delivery

Lo-fi ads spark more comments and DMs because they feel organic—even a little unpolished. That engagement boosts relevance scores, leading to cheaper impressions and clicks (LinkedIn). It’s a feedback loop: more authenticity → more engagement → better ROI.

Real-World Examples: From Scrappy DTC to Big-Brand Buy-In

This isn’t just a Shopify founder hack. Big brands are getting scrappy, too.

• STN Digital: CEO David Brickley reports lo-fi content outperformed hi-fi by 40% more views and 30% higher engagement (LinkedIn).

How Lo-Fi content is trending on social | David Brickley posted on the topic | LinkedIn

Lo-Fi content is outperforming Hi-Fi content, 40% more views and 30% more engagements on average across social. We at STN Digital constantly evolve and adjust our content and ideation around what is working with social algorithms (platform by platform). This video is a great example of the leadership of Mekale Jackson at Under Armour understanding that to cut through (especially on TikTok) we need to lean into more creator led content that is authentic to platform. However, how can brands find Lo-Fi creators that don’t break the bank? We have a staff of over 80+ (Gen-Z and Millennials) that love being on camera and cookin up relevant content for our amazing partners. So one of our goat’s Will Britton, M.S. starred in a recent piece of content for UA’s TikTok. Super on brand for their audience with a nod to UA athletes Justin Jefferson, Steph Curry & Juan Soto. Shouts to Will for being an Associate Art Director who moonlights as a creator, and UA for trusting us to create, on-brand, Lo-Fi content :)

LinkedInJeanine Suah

• Under Armour: Now running creator-shot TikTok videos with employees, not models.
• IKEA: Social team shows real, lived-in homes—not staged rooms (Acceler8).
• DTC Growth Marketers: Michal Krupien’s “ugly” ad with a handwritten note and Yoda slippers hit ROAS of 3.3 at $5 CPM; a sticky-note ad hit ROAS of 5.5 (LinkedIn).

How to Make Lo-Fi Work (Without Losing Your Brand Voice)

Lo-fi doesn’t mean lazy. Here’s how smart operators are making “ugly” ads work:

• Go Founder-Led: Film a candid demo or “day in the life.” That iPhone bathroom-mirror video that lifted conversions 19%? Not a fluke (Leadenforce).
• Embrace UGC Style: Use real customer testimonials, unboxing videos, or casual iPhone shots. Simulate UGC if you need to—just keep it real.
• Inject Personality: Handwritten notes, meme-style text, or a quirky prop (yes, Yoda slippers) make your brand human.
• Message > Looks: When you can’t rely on production value, your story and value prop matter more. Authentic doesn’t mean random—stay true to your brand’s voice.

Keep testing. Not every lo-fi post will be a hit, but the creative range widens. Sometimes a $0 iPhone video will outperform a $50k shoot. At minimum, you’ll learn what actually resonates with your audience.

The New Creative Playbook: Keep It Real, Keep It Scrappy

If you want to stand out—and drive efficient CAC—ditch the perfectionism. Shoot with your phone, use the candid photo, and speak in your own voice. You’ll save budget, attract more eyeballs, and convert more customers than you ever did with shiny, forgettable content.

In the battle for attention, the realest brand wins.

Subscribe for weekly DTC insights.