Raw vs Polished: Stop Overproducing Your Ads
High-fidelity content is lowering trust. Learn why 'Raw' UGC style ads are outperforming big budget productions for Australian E-com brands.
News
SoMe AI Team
26 November 2025
15 min read
During 2025, we have seen a massive shift in creative performance where 'Polished' content is actually lowering trust. When a user sees studio lighting, 4K cameras, and perfect audio, their brain instantly categorises it as 'Commercial'. The 'Ad Blindness' kicks in immediately.
The Trust Signal
Conversely, when users see 'Raw' content—iPhone footage, natural lighting, a slightly shaky camera—they are more likely to trust it. The thumb swipes up automatically on ads, but it pauses on what looks like a peer recommendation.
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Social content suggestion 2For E-com brands, this is excellent news. It means you do not need a $5k production budget to compete. In fact, spending less often leads to better ROAS (Return on Ad Spend).
- Good lighting (Natural window light is often better than softboxes).
- Clear audio (This is non-negotiable; use a mini-mic).
- A hook that hits a pain point immediately (no fancy logo intros).
The UGC Aesthetic
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Social content suggestion 3The 'User Generated Content' (UGC) aesthetic isn't just a design trend; it is a trust signal that bypasses the mental 'Ad Blocker' most users have developed. If your ad looks like an ad, you have already lost. If your ad looks like a TikTok, you have a chance.