Unfiltered, unpolished, unapologetic. Could the age of the carefully crafted Instagram feed be coming to an end? As marketers and content creators, we sure as hell hope so! The aesthetically pleasing “Instagram look” has saturated our newsfeeds for years now, with brands, influencers and everyday users bearing the burden of living up to these impossibly high standards. You know the formula: the camping scene featuring a guy with headlamp and glowing tent; a “candid” capture of a woman looking pensively out from her glamping teepee; and the couple perched atop an infinity pool overlooking a dramatic backdrop. Craft a quippy caption and you’ll have social media gold– or so we thought. Businesses of all sizes have agonized over their Insta grid and infused significant amounts of cash into content creation to meet the demand. The result has been a fixation on perfection and polish, rather than authenticity; an aesthetic checklist rather than an authenticity gut check. The common result of this obsession has meant that individuals and brands new to social media were intimidated to jump in, for fear of not producing gleaming content. But, the tides are changing. The “Instagram look” is no longer capturing attention the way it once did. Alas, there’s a new no-fuss generation emerging and they are not falling for the painstakingly twee social media feeds of the past. The style of content produced by this fresh new crop of influencers like @Double3Exposure, is raw, grainy and perfectly imperfect. And, waiting in the wings of this 20-something Generation Z, is an onslaught of youth with bigger fish to fry. The generation that started the Extinction Rebellion, they charge forward with role models like climate crisis influencer Gretta Thunburg and school shooting survivor, turned anti-gun warrior, Emma González. It’s just an assumption, but perhaps people are waking up to the fact that there are more important things to worry about than spending hours capturing the perfect Instagram photo. “Culture is a pendulum, and the pendulum is swaying,” Matt Klein, a cultural strategist at the consultancy Sparks & Honey, told the Atalantic in a recent interview. And thus, social media is slowly inching back towards its old school roots– lo-fidelity content. Handcrafted video, unfiltered images and raw, real-time storytelling make up a growing wave of “ugly social” that has taken our digital feeds by storm (again). What’s different this time around is that we have better tools and more robust platform features to bring the lo-fi story to life than ever before. Smartphones have amazing cameras, there are countless apps can help us produce cheap and cheerful videos and Stories are pervasive. In fact, Facebook has confirmed that Stories feature will overtake the Newsfeed as the primary posting medium in 2019. But, one question remains: In a world of lo-fi, what role does high quality video and professional photography play? For a brand, it is still important to have a balance of the two. Should we continue to invest in inspiring video and brand photography? Yes, but use it strategically and thoughtfully to tell big stories and connect with your “why”. Should we worry if our Instagram grid isn’t perfect? Absolutely not. Be real, be authentic, share your story! Embrace the lo-fi renaissance. Need help getting started with your social media program? Get in touch and let’s chat!
