Brands are increasingly favouring “purposefully scuffed” content in their digital strategies, and Lexlab’s general manager Maija Gwynn explains why.
Research from WPP Media shows over half of ad revenue in 2025 will come from creator-driven platforms like TikTok, YouTube Shorts, Instagram Reels, and Kuaishou. Creator-generated content is on track to reach $184.9 billion this year, with projections expecting it to double by 2030.
Awaken CEO Chris Parker adds that this lo-fi style connects more authentically than glossy commercials. He notes that while verticals like auto or healthcare may still need cinematic polish, overall audiences value speed, relevance, and relatability over perfection.
Maija Gwynn from Lexlab highlights a noticeable shift in client briefs, with brands asking how to scale high-impact creator strategies. She cautions that without clear targeting and messaging alignment, the format can get lost in the content clutter. But when amplified correctly, creator content often outperforms traditional ads in engagement and click-through rates.
Agency voices across Australia affirm the trend’s resilience. Rachel Fyfe of The Pistol emphasises user- and employee-generated content for real-world storytelling, while Phil McDonald from BCM notes how teams now include social creatives and micro-influencers rather than full-scale brand production.
Platform insights echo the shift: Gen Z and Gen Alpha are driving it. Patrick Whitnall of AiMCO points out that content quality is rising as tools become more accessible, with YouTube surpassing many legacy TV channels in user engagement.
In Lexlab’s experience, creator-led campaigns deliver stronger ROI when fundamentals, creator alignment, brand fit, amplification strategy—are nailed. As content diversity grows, they remain a key pillar in performance strategy.
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