An analysis of $100 million in advertising spend reveals that 42% of top-performing direct-to-consumer (DTC) ads deliberately leverage “ugly” low-production (lo-fi) content.
The finding was revealed in the latest report from Motion dubbed “2025 Ad Creative Trends”, which surveyed over 500 DTC advertisers and included interviews with creative strategists to find out which creatives resulted in top performing ads.
Despite representing just 14% of all social media advertisements, lo-fi content accounts for a significant share of high-performing ads among major DTC advertisers. The findings highlight a growing trend: minimal production values resonate with audiences, offering authenticity and relatability.
Source: Motion
Traditional Brands Enter Lo-Fi
The report notes that the effectiveness of lo-fi content has not gone unnoticed. Legacy brands are increasingly adopting this approach, intensifying competition in the DTC space.
“Social advertising used to be the wild west,” says Joanna Wallace, Director of Paid Media Creative at HexClad. “Now we have a million brands on the internet, including legacy brands. How are you supposed to show that you’re not a flash in the pan?”
To combat “creative fatigue,” many top-performing DTC brands are scaling their ad production. Gil Chaimovski, Creative Strategist at Meta, notes that successful brands now produce 50 to 70 new advertisements weekly on Meta platforms alone, reflecting a shift toward quantity and variety in creative output.
Key Trends Reshaping DTC Advertising in 2025
The report identifies several pivotal trends shaping the future of DTC advertising:
1. Authenticity and AI Integration
Authenticity remains critical. The research reveals that 86% of surveyed advertisers plan to increase AI usage for research and ideation, while 79% anticipate expanding AI’s role in creative production. However, brands must balance automation with authentic storytelling to maintain emotional connections with audiences.
2. Educational Content on the Rise
Educational content is gaining traction, with brands introducing products later in advertisements—sometimes after 40 or 50 seconds. This strategy focuses on building trust and delivering valuable information, departing from traditional direct-response ads that prioritize immediate product presentation.
3. Structural Evolution of Creative Teams
Leading DTC brands are embedding “platform-native directors” into their teams. These creators specialize in producing culturally relevant, rapid-turnaround content entirely on smartphones. This agile approach aligns with the increasing demand for lo-fi, platform-specific content.
Investment in Lo-Fi and Social Media Advertising Soars
Survey data shows that 53% of DTC advertisers plan to increase their investment in lo-fi advertising in 2025. Furthermore, 71% intend to boost spending on Meta platforms, while 69% expect to expand budgets for TikTok, Pinterest, Snapchat, and YouTube.
However, rising ad saturation presents challenges. A Hootsuite study cited in the report found that 59% of consumers believe there is too much advertising on social media, emphasizing the need for creative differentiation.
Source: Motion
The Hybrid Approach: Balancing In-House and Agency Collaboration
To sustain creative output and innovation, brands are adopting hybrid approaches. Motion’s report highlights the benefits of maintaining in-house creator studios while collaborating with external agencies. This dual strategy enables consistent production while incorporating fresh perspectives.
Methodology and Industry Insights
Motion’s findings are based on an analysis of $100 million advertising spend, survey responses from over 500 DTC advertisers, and interviews with 12 creative experts.
The report reviewed campaigns from brands such as HexClad, Vuori, True Classic, Jones Road Beauty, and Ridge, combining quantitative data with qualitative insights on DTC advertising.
Motion concludes that lo-fi advertising is no longer a niche strategy but a proven driver of success in the competitive DTC market. As traditional brands adopt similar tactics, the need for creative differentiation and agility has never been greater.
For more insights into DTC advertising trends and strategies, download the full report from Motion.
Dragomir is a Serbian freelance blog writer and translator. He is passionate about covering insightful stories and exploring topics such as influencer marketing, the creator economy, technology, business, and cyber fraud.
An analysis of $100 million in advertising spend reveals that 42% of top-performing direct-to-consumer (DTC) ads deliberately leverage “ugly” low-production (lo-fi) content.
The finding was revealed in the latest report from Motion dubbed “2025 Ad Creative Trends”, which surveyed over 500 DTC advertisers and included interviews with creative strategists to find out which creatives resulted in top performing ads.
Despite representing just 14% of all social media advertisements, lo-fi content accounts for a significant share of high-performing ads among major DTC advertisers. The findings highlight a growing trend: minimal production values resonate with audiences, offering authenticity and relatability.
Source: Motion
Traditional Brands Enter Lo-Fi
The report notes that the effectiveness of lo-fi content has not gone unnoticed. Legacy brands are increasingly adopting this approach, intensifying competition in the DTC space.
“Social advertising used to be the wild west,” says Joanna Wallace, Director of Paid Media Creative at HexClad. “Now we have a million brands on the internet, including legacy brands. How are you supposed to show that you’re not a flash in the pan?”
To combat “creative fatigue,” many top-performing DTC brands are scaling their ad production. Gil Chaimovski, Creative Strategist at Meta, notes that successful brands now produce 50 to 70 new advertisements weekly on Meta platforms alone, reflecting a shift toward quantity and variety in creative output.
Key Trends Reshaping DTC Advertising in 2025
The report identifies several pivotal trends shaping the future of DTC advertising:
1. Authenticity and AI Integration
Authenticity remains critical. The research reveals that 86% of surveyed advertisers plan to increase AI usage for research and ideation, while 79% anticipate expanding AI’s role in creative production. However, brands must balance automation with authentic storytelling to maintain emotional connections with audiences.
2. Educational Content on the Rise
Educational content is gaining traction, with brands introducing products later in advertisements—sometimes after 40 or 50 seconds. This strategy focuses on building trust and delivering valuable information, departing from traditional direct-response ads that prioritize immediate product presentation.
3. Structural Evolution of Creative Teams
Leading DTC brands are embedding “platform-native directors” into their teams. These creators specialize in producing culturally relevant, rapid-turnaround content entirely on smartphones. This agile approach aligns with the increasing demand for lo-fi, platform-specific content.
Investment in Lo-Fi and Social Media Advertising Soars
Survey data shows that 53% of DTC advertisers plan to increase their investment in lo-fi advertising in 2025. Furthermore, 71% intend to boost spending on Meta platforms, while 69% expect to expand budgets for TikTok, Pinterest, Snapchat, and YouTube.
However, rising ad saturation presents challenges. A Hootsuite study cited in the report found that 59% of consumers believe there is too much advertising on social media, emphasizing the need for creative differentiation.
Source: Motion
The Hybrid Approach: Balancing In-House and Agency Collaboration
To sustain creative output and innovation, brands are adopting hybrid approaches. Motion’s report highlights the benefits of maintaining in-house creator studios while collaborating with external agencies. This dual strategy enables consistent production while incorporating fresh perspectives.
Methodology and Industry Insights
Motion’s findings are based on an analysis of $100 million advertising spend, survey responses from over 500 DTC advertisers, and interviews with 12 creative experts.
The report reviewed campaigns from brands such as HexClad, Vuori, True Classic, Jones Road Beauty, and Ridge, combining quantitative data with qualitative insights on DTC advertising.
Motion concludes that lo-fi advertising is no longer a niche strategy but a proven driver of success in the competitive DTC market. As traditional brands adopt similar tactics, the need for creative differentiation and agility has never been greater.
For more insights into DTC advertising trends and strategies, download the full report from Motion.