Why "Casual" UGC Outperforms Polished Content

Casual, yet authentic videos have the opportunity to capture your audiences attention.

We see it too often: a messy, unfiltered video that's shot in bad lighting, no script, raw audio—ends up outperforming the amazingly edited version. That’s not luck. It’s a behavior rooted in psychology, attention, and authenticity.

Let’s dig into what research and examples say about this phenomenon and how brands can lean into it without compromising quality.

The Phenomenon: Why This Works

Polished content signals production. It’s associated with ads, PR, and sales. Raw, messy, “ugly” content, on the other hand, signals authenticity. People are more likely to trust it because it feels unscripted and human.

There’s real science behind this. Studies show audiences perceive user-generated content as more credible than brand-generated content, with some research suggesting consumers trust UGC up to 9.8x more than influencer or brand posts (Stackla, 2010). The reason is simple: our brains are wired to value unfiltered peer perspectives over polished presentations.

Standing Out by Not Trying Too Hard

In a pool of curated ads and TikToks with perfect transitions, a video that breaks the mold—a shaky camera, bad lighting, zero filters disrupts the pattern. That disruption earns attention.

Marketers call this pattern interruption, and it works because it breaks what we expect to see while scrolling. The same way an “ugly” ad with plain text might grab more clicks than a cinematic one, unpolished UGC can hook an audience simply by looking different.

Why Brands Should Pay Attention

For brands, this doesn’t mean ditching polish altogether. There’s still a place for high-quality video, especially in top-of-funnel storytelling, thought leadership, or major campaigns.

But it does mean recognizing the power of mixing in raw, everyday voices. Customer testimonials recorded on phones, employee clips, or community reactions often resonate more deeply than scripted pieces. They don’t sell — they connect.

The opportunity is especially powerful in B2B. A polished video from the company account may get views, but a shaky, authentic story from an engineer, a client, or a partner builds trust and credibility at a human level.

Finding the Balance

Here’s the takeaway: Don’t ignore messy content. Test it. Blend it with polished assets in your strategy.

1. Encourage employees and customers to share unscripted clips.

2. Use tools to guide and polish just enough without stripping out authenticity.

3. Measure results. More often than not, you’ll find that “ugly” posts outperform the ones you obsessed over.

Closing

Audiences are smart. They can tell when something’s overproduced. And in 2025, what cuts through the noise isn’t perfection, it’s personality.

So the next time you think, “This is too messy to post” … post it anyway. It might just be the most powerful piece of content you create.