the rise of unpolished content: why “real” wins on social

Written By Nicole Downie

Scroll through any feed today and you’ll notice a shift. The glossy, perfectly lit ads that once dominated are being replaced by raw, phone-shot videos, casual behind-the-scenes clips, and even lo-fi selfies from founders. This trend is called unpolished content, and it’s taking over for one big reason: it feels real.

WHAT IS UNPOLISHED CONTENT?

Unpolished content is the opposite of overly staged campaigns. Think: behind-the-scenes moments, quick iPhone clips, customer shoutouts, team updates, or even a messy desk tour. It’s not about looking flawless; it’s about showing up authentically.

And it works. In fact, 90% of consumers say authenticity is important when deciding which brands to support. But here’s the kicker: while 92% of marketers believe their content is authentic, over half of consumers disagree. There’s a trust gap, and unpolished content helps close it.

WHY UNPOLISHED CONTENT WORKS

Audiences, especially Gen Z, can spot a hard sell from a mile away. They’ve grown up surrounded by ads, and they crave something different: brands that are relatable, human, and trustworthy.

  • Relatable: An off-the-cuff video feels more like a friend sharing than a brand selling. No ring lights required.

  • Trustworthy: When a brand shares unscripted moments, it feels credible. 84% of Gen Z say they prefer imperfect content over polished ads.

  • Emotional: Authentic content sparks real reactions. Fully connected customers are 52% more valuable than just highly satisfied ones.

Unpolished content also drives higher engagement and recall. People don’t just scroll past it; they interact, comment, and remember it.

HOW BRANDS CAN LEVERAGE IT?

You don’t need a big production budget to start showing up authentically. In fact, less is often more. A few ways to lean in:

  • Behind-the-scenes snippets: Share what it really looks like to run your business.

  • User-generated content (UGC): Reshare posts from your customers. People trust people more than they trust ads.

  • Platform-specific moments: Keep it native. A lo-fi TikTok feels right at home in the feed.

The key is consistency. Even if the content looks “unpolished,” your voice, values, and tone should always feel aligned. That’s what builds long-term trust.

BRINGING IT TO LIFE AT VERGE MARKETING

At Verge Marketing, we believe great content doesn’t have to be complicated. That’s why we’ve built unpolished content into what we offer. From quick-turnaround iPhone photo and video shoots to authentic visuals designed for social, our team helps you show up in ways your audience connects with.

Want to capture behind-the-scenes moments? Need fast content you can roll out next week? Or looking for a bright, versatile space to take professional photos? At Verge Marketing, we’ve got you covered.

Book an iPhone shoot with us today or reserve our studio for your next photo session. Let’s create content that feels real, connects deeply, and gets results.

Nicole Downie