Social media is choosing raw and unfiltered content over polished aesthetics

Once upon a time, social media feeds on Instagram and TikTok looked like a glossy magazine spread. Think of cinematic reels and colour-graded visuals on social media profiles that popped and wowed upon first glance. However, that has started to change. More content creators and brands are ditching the filters and intentionally-built backdrops for simpler set-ups and talking like real people.

Don’t get me wrong – polished content is still useful and relevant. Such curations are needed for brand campaigns, but the average social media user is growing an appetite for “real” content. It’s changing how we view user-generated content (UGC), and it’s time for brands to reassess their approach to content creation, storytelling and brand trust.

Social media is fatigued with the filter

We’re in the era of the chronically online generation. Singapore has a social media penetration of 88.2%, with 5.16 million social media users in 2025. More than half of the world’s population is on social media with a whopping 63.9% usage. With being online a part and parcel of daily life, social media users are definitely not clueless. They can spot a scripted, edited reel from a mile away, and they are getting tired. Sprout Social has noted that over half of consumers prioritise authenticity when engaging with a brand or creator, and if planned content keeps to dominate the social media strategy, it makes consumers feel disengaged from the brand.

This preference shift did not come out of nowhere. Social media platforms are also partly responsible for gently nudging brands and creators in this direction. For years now, the algorithm favours accounts that focus on frequency, consistency and native formats, instead of sparse high-production content. In other words, creators and businesses should look at regular uploads and forgoing five rounds of edits just to get that perfect flawless product.

So is it time to throw away the ring lights and end subscriptions to editing apps?

Okay, let me get this straight. A raw video doesn’t mean it must be sloppy, or low quality. Lo-fi content, short for “low fidelity”, is still very much intentionally designed to feel casual, natural, and more authentic. Ironically, it’s still somewhat planned at the core, but the polished feel has been removed from the equation to elicit a more approachable style for viewers. The easiest way to visualise this would be through talking-head videos, or a video that literally starts as if it was just someone picking up a phone and pressing “record” and shooting straight from there.

In Singapore, we have our own content creators and businesses that are embracing this. Creators like Cayydences, or business accounts like Singapore’s Civil Defence Force and Singapore Police Force have adopted more “shoot from the hip” style of content. It works well because it’s more personable and relatable, akin to a friend giving advice rather than hard-selling or force feeding you. Additionally, it does make the overall production process leaner. Instead of weeks of planning, storyboarding, scripting, shooting, editing… (you get me) the content production cycle is cut even shorter. It allows for more content to be published at a faster rate, which gets boosted with support from the algorithm. The result is in more engagement from audiences, and more people are inclined to listen.

Also read: Top 5 AI video tools to elevate your brand’s social media

Businesses should shift the video lens to connecting with audiences

If you’re a business owner, or a startup founder, the brutal honesty is that people want less PR-speak and more person-speak. Focusing on lo-fi also means more businesses that are budget-conscious don’t need to fret over a high production cost and employ a full team to push content online. Here’s some tips!

• Invest in a ring light and a tripod stand for mobile filming
• Start using your phone to record short updates or quick insights about the business’ or team’s day-to-day
• Leverage raw moments as quick social snippets
• Ditch overly rehearsed lines
• Ride on relevant trends every once in a while, but don’t let it dominate your feed

The good news is that the brand voice doesn’t need to change. Just turn down the gloss, and turn up the personality.

However, it’s important to remember that there’s still value in high-quality visuals. The website, the marketing and PR campaigns, or product/service trailers still deserve a professional touch. However, for everyday content, what connects audiences is in how honest it feels.

It’s time to take a messy rather than a manicured approach

We’re now in the age where perfection can be interpreted as superficial. Audiences are craving for realness because it’s refreshing. Focusing on authenticity builds a strong and engaged community that supports the brand for what it is. So maybe it’s time for businesses to try something new, honest and human.

At SYNC PR, we have helped hundreds of startups and SMEs take a more authentic approach to content marketing and social media. Lo-fi storytelling, or unfiltered brand messaging, we know what works. If you’re ready to bring a more people-focused edge to your PR and marketing strategy, drop us an email at hello(a)syncpr.co today.