Authentic and real content drives engagement

This trend is gaining traction among brands, particularly on social media, and it is yielding remarkable results. In this blog post, we will delve into the rise of unpolished content and explore several examples that illustrate its increasing prominence.
July 6, 2023
"As marketers, we're always pushing the limits of creativity with limited resources. But in today's world, where professional production is challenging, a new trend is taking over: unpolished, 'raw' content," states Brandwatch's digital marketing trend report.


  1. Pleasing: Harry Styles' nail polish brand captivates viewers with surreal TikToks featuring their collectible glass bottles. Surreal narratives leave audiences delighted and craving for more.

  1. Duolingo: Duo, the iconic owl mascot, has gained a massive following on TikTok. From dancing to Halloween costumes and office antics, Duolingo's content is both fun and a reminder to complete language lessons.
  1. Gymshark: This fitness apparel brand has leveraged unpolished content to connect with their audience on a personal level. They often share behind-the-scenes footage of workouts, athlete training sessions, and the everyday challenges of fitness journeys. This raw and relatable content resonates with fitness enthusiasts and builds a sense of community.

  1. Old Spice: Old Spice, a popular men's grooming brand, has embraced unpolished content with their quirky and offbeat commercials. These ads often feature absurd scenarios, unexpected humor, and intentionally low-budget production values. Their unpolished approach has helped them stand out and become memorable in a saturated market.
Old Spice

Tips for Marketers

  1. Embrace Scrappy Content: Unpolished doesn't mean bad. It's an opportunity to showcase your company's culture and humor while driving engagement and attracting potential employees.
  2. B2B Brands Shine Too: Don't think unpolished content is only for consumer brands. Share behind-the-scenes insights or address pain points to engage your audience and offer solutions.
  3. Unleash Your Imagination: With unpolished content, there are no creative limits. Use your assets, like mascots or products, to create unique and captivating content. Just remember to get approval before going too outrageous.


Unpolished content is a game-changer for cash-strapped marketers. By embracing this trend, brands can captivate their audience and redefine creativity. With examples like Pleasing, Gymshark, and Duolingo leading the way, it's time to unleash the power of unpolished content and take your marketing to new heights. Get scrappy, get creative, and thrive in a world where polished isn't the only way to shine.

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Ben van Rooy

Strategy Director

Nick Brown

Marketing Director