Why Creating What You’re Comfortable In Is Actually Bad Marketing
- Alex Leblanc
- 2 hours ago
- 2 min read
Most companies create content in formats that feel safe:
Polished interviews
Scripted messaging
Controlled environments
Professional crews
And while there’s nothing wrong with high-end production…staying inside that comfort zone is quietly limiting your marketing.
Because today, what converts isn’t polish.
It’s perspective.
The Shift: Real > Perfect
Modern smartphones — like the iPhone 17 — shoot in 4K, handle lighting well, stabilize motion, and produce cinematic-looking footage. In many cases, when compared side-by-side with a cinema camera, the difference is minimal to the average viewer.
But here’s what’s more important:
It’s not about the camera anymore.
It’s about the person holding it.
Apple Proved It on the Biggest Stage
After the Super Bowl, Apple released a heartwarming “Shot on iPhone” video showing people around the world reacting to the game.
Here’s the key:
It wasn’t filmed by professional filmmakers. It was made from footage captured by everyday iPhone users — real fans, real homes, real celebrations. The video was stitched together from authentic, unscripted moments happening in real time. No film crew. No lighting team. No controlled set.
Just people experiencing something together.
And it worked.
Because emotion beats equipment.
The Data Backs This Up
This isn’t just a creative opinion — it’s measurable:
79% of consumers say user-generated content impacts their purchasing decisions. (Stackla)
Consumers find UGC 2.4× more authentic than brand-created content. (Stackla)
UGC-based ads can generate up to 4× higher click-through rates. (Nielsen)
92% of consumers trust recommendations from people more than brands. (Nielsen)
Translation?
People trust people.
Not production value.
You Already Have a Crew
For years, brands thought:
“We need to hire a crew to create content.”
But now?
You are the crew.Your team is the crew.Your customers are the crew.
The most powerful content often looks like:
A customer explaining how they actually use your product
A technician filming a quick walkthrough on the job site
A team member sharing behind-the-scenes insight
A real reaction to a launch, an event, a milestone
This kind of content builds trust because it doesn’t feel manufactured.
Why Comfort Is Bad Marketing
When you only create what you’re comfortable with:
You over-polish.
You over-control.
You remove personality.
You create distance between you and your audience.
Comfort leads to safe content.Safe content leads to forgettable content.
The brands that win today aren’t the ones with the biggest crews. They’re the ones willing to hand the camera to real people. So the next time you think,“We need to wait until we can shoot this professionally…”
Ask yourself:
Are we protecting quality?Or are we protecting comfort?
Because in modern marketing, growth lives outside of it.
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