So what works better? As always… authenticity. Brands that lean into more raw, authentic video are starting to stand out from traditional productions. Examples? Duolingo, Ryanair, and Liquid Death on TikTok. These companies embrace spontaneity, fast editing, simple shots, and humor rooted in internet culture. The result? Their content not only grabs attention but also drives engagement – because it feels like something created by users, not a professional film crew.
And it works:
- It shortens the distance between the brand and the audience – we relate more easily to brands that don’t try to be perfect.
- It doesn’t trigger the “ad filter” – natural-looking videos don’t make us instinctively scroll past like traditional ads do. Audiences are more sensitive than ever.
- It feels more trustworthy – content that resembles social media footage is perceived as less sales-driven.
Interestingly, brands have started to intentionally use the “imperfect” aesthetic inspired by internet culture and memes. These videos don’t need to be flawless to be effective – they just need to capture attention and spark a reaction.
Imperfect framing, unconventional fonts, fast cuts, or even accidental shots – all of this gives content a more human, relatable feel. That said, professional video production still has its place. While more expensive and time-consuming, it’s essential in certain contexts.
When should you go for high-end production?
- Brand campaigns
- Product launches
- Brand storytelling
- Paid advertising
This type of video builds brand prestige and reinforces a professional image. So when should you choose authenticity, and when should you invest in production? Authenticity works best in social media communication – especially for short-form videos, lifestyle content, and quick reactions to trends. These formats have higher chances of driving engagement.
Professional production, with high-quality equipment, structured storytelling, and controlled lighting, is ideal for product launches, brand campaigns, paid ads, and storytelling – where quality and credibility matter most. Ultimately, the key is aligning your approach with your goal. Understanding your objective is the real starting point of any successful video strategy.