HiFi vs. LoFi Content: What's the Difference?

Difference Between ‘Hi-Fi’ and ‘Lo-Fi’ Video Content

With the rise of video content, social media has drastically changed in the past couple of years. The pressure to make video content has never been higher, and some content creators feel the heat. But, a little spark can lead to a great fire, and the gasoline is ‘hi-fi’ and ‘lo-fi’ content. Let us explain:

At Recreation, we think of video content as either ‘hi-fi’ or ‘lo-fi.’ When you think of ‘hi-fi,’ you believe high-quality, best of the best; that’s what ‘hi-fi’ videos are. While hi-fi content is visually beautiful and tells excellent in-depth stories, there is something special about the shareability of the everyday phone video.

With the boom of video content in the past several years (thanks to TikTok & Instagram Reels) and enhancements of phone cameras, video content is never easier to create. One of the most significant parts of ‘lo-fi’ content is the simplicity and relatability. ‘Lo-fi’ videos intend to connect with those casually browsing social and their preference to consume content; no one likes a blatant ad.

When creating content, it’s essential to consider a couple of different varieties; platform (Instagram, Facebook, TikTok), format (hi-fi vs. lo-fi), and how you plan to tell your story. Consider what you’re trying to communicate, your potential audience, your already loyal following, and what type of content is already performing well on your channels. Knowing the difference between ‘hi-fi’ and ‘lo-fi’ content and your audience will be the key to your success when crafting actual Reels.

Hi-Fi: Smarter Potatoes

Although this Hi-Fi Reel utilizes trending audio, it was edited outside the platform, giving it a higher production value.

Hi-Fi: Texas Custom Patios

Produced outside the platform, this Reel is nicely branded and does not follow a trend.

Lo-Fi: Laredo Taco Company

This Lo-Fi Reel uses trending content to portray a more authentic experience. 

 

View this post on Instagram

 

A post shared by Laredo Taco Company (@laredotacoco)

Lo-Fi: Main Avenue Creamer 

Here is an example of a Lo-Fi Reel using trending audio to bolster more engagement.

To learn more about video content on social media, check out our other article about how Vertical Video is King.

If you’re looking for a partner to help you integrate innovative strategies for your brand, contact us!

Article Written by:

Caitlin Critchlow

Content Strategist @ Recreation Dallas


Marketing in the Metaverse

If you’re like most brands, you’re trying to figure out how to market in the metaverse. It’s a new frontier, and there are a lot of unanswered questions. But that doesn’t mean you can’t get started.

One thing to keep in mind is that marketing in the metaverse is different than traditional marketing. By using the metaverse, brands can create more engaging and immersive experiences for their users. Additionally, the metaverse provides access to a large and growing audience of potential customers. As more and more people spend time in the metaverse, it will become increasingly important for brands to have a presence in this digital universe.

What is the Metaverse?

For the uninitiated, the metaverse may sound like something straight out of a science fiction novel. But in reality, it’s not that far-fetched. The metaverse is a collection of many different user-created virtual worlds that are all interconnected. Users can move freely between these worlds, and they can also create their own worlds within the metaverse. It’s a place where people can interact with each other and with computer-generated characters and objects. The metaverse is constantly expanding as more and more people create their own worlds within it.

 

What can you do in the Metaverse?

Think of it as a cross between a video game and social media. Users can create their own avatars, or digital representations of themselves, and explore the metaverse. Whether you’re looking for social interactions or solo activities, there’s something for everyone in the metaverse. You can meet new people and make friends, go on adventures together, or compete against each other in games. You can also shop, listen to music, watch movies, and much more. The metaverse is constantly growing and changing, so there’s always something new to explore.

 

What are some examples of metaverses that exist?

When people think of metaverses, they usually tie it synonymously with blockchain platforms. These include popular platforms like Decentraland and Sandbox. 

However, not all metaverses are on the blockchain. For example – Fortnite and Roblox are popular games that have virtual worlds where other users can interact with each other online.

How brands can use the metaverse:

  • New Marketing Platform: Instead of traditional email marketing, the metaverse will create new opportunities to test promotions and loyalty programs, just like Chipotle showed by launching their Boorito promo as digital-only this year.
  • Sell More Products: A new world means a new realm and type of products to offer that help promote your business.
  • Better Communication: Digital commerce will have an additional dimension and opportunity for buyers and sellers to connect in a new way. 
  • Enhanced Experiences: Instead of just a zoom call or a Facebook event, imagine if you could make this an occasion where people could join in person or buy a ticket for the virtual experience. The Metaverse Will Enhance Physical-World Experiences overall.
  • Innovative Community Building: Since anyone, anywhere, can access the metaverse, and it is still a relatively new experience, there is a degree of shared community experience that can help evangelize your audience.

The Famous Cosmos’ Diner: Metaverse Cafe

  • A food & beverage small business utilizing the metaverse.
  • A local, unique Canadian Diner invested $15,000 to develop an experience in Decentraland.
  • Due to its cult-following, the experience allowed fans of the restaurant to engage with it in a new way.
  • People can explore the recreated restaurant, learn recipes, and interact with other users in the virtual space.

Fidelity: The Stack

  • Invested in a plot in Decentraland.
  • 2×2 space with an interactive building that allows players to learn about investing in ETFs and index funds.
  • Players go through the building collecting orbs and reading signs.
  • Once all the orbs are collected they can be converted into an NFT.

Dolce & Gabbana: Fashion Week.

  • Dolce & Gabbana unveiled 20 full looks of Metaverse wearables that they specifically designed for the Metaverse Fashion Week. Playing on the term catwalk, they used cat-faced avatar models to showcase the collection. 
  • After the show, the full collection became viewable in an exclusive Dolce & Gabbana pop-up in Decentraland’s Luxury Fashion District, curated by luxury-focused marketplace UNXD. 
  • UNXD, as well as Vogue Arabia, were core partners of Decentraland in curating the traditional fashion brands at MVFW.
  • Recently, Dolce & Gabbana sold a series of nonfungible tokens (NFTs) for about $6 million as part of another collection co-created with UNXD. 
  • D&G‘s next step into the Metaverse is the launch of the DGFamily NFT Community, which intends to give members exclusive access to physical and digital drops and wearables. 
    • DGFamily holders will receive airdrops from this MVFW collection. 

As the metaverse continues to evolve, it will likely become an increasingly important part of our lives, offering new and unique opportunities for connection and collaboration.

There are already many metaverse platforms available, and the number is only expected to grow in the future. As a result, marketing your brand in the metaverse is likely to become increasingly important for businesses of all types.

If you’re looking for a partner to help you integrate innovative strategies for your brand, contact us!


Our Picks: Top 3 PRIDE Campaigns of 2022

This week we are digging into Pride Month and taking a look at the best brand campaigns highlighting the LGBTQ+ community. According to Nielsen, 11M US Adults identify as LGBTQ+, which is an increase of nearly 5% since 2017. As a result, brands are working to engage LGBTQ+ customer segments and the $69.4B annually they spend on consumer packaged goods.

However, Pride marketing campaigns are not just for the LGBTQ+ community, but also for allies. LGBTQ+ allies make up $143.9B in CPG spending and have an affinity for brands that are inclusive in their messaging and culture.

With Pride month concluding, Recreation has picked out 3 of the most eye-catching campaigns or ads to celebrate Pride month. The list is not in any hierarchy or order, all 3 were amazing.

#3: Microsoft

Microsoft has stepped up its efforts to appeal to LGBT+ minority groups and promote itself as a progressive company compared to previous years. In the video ad, Microsoft speaks on the LGBTQ+ community using their voices to unite and embrace being different. Artists explain their artistic background and what inspires them when expressing themselves and telling their stories. On top of the original video, Microsoft’s actions and products also celebrate Pride month. Microsoft is donating $170,000 to LGBT+ non-profits OutRight Action International, African Rainbow Family, National Center for Transgender Equality, Mermaids, Lavender Rights Project, and Fulcrum UA. Also, for XBOX, profile items, controllers, and even in-game themes are tied into Pride Month.

#2: LEGO

LEGO, a favorite toy maker of children and hobbyists alike, has also joined with its latest inclusive project, The A-Z of Awesome, through which the company hopes to make conversations and vocabulary about LGBTQ identities more accessible. The toy sets are created by members & artists of the LGBTQIA+ community, expressing their backgrounds and experiences, like a butterfly-themed art piece for the trans community and a multi-perspective letter “Q” to honor the diversity of the queer community. The A-Z of Awesome is LEGO’s latest campaign celebrating Pride month. The first Pride set, called “Everyone is Awesome,” included various monochrome figures in the Pride flag colors, with the intent that people could customize and build whatever kind of LEGO figures they wanted.

#1: Skittles

The Skittles brand is reintroducing Pride Packs to support Pride Month in June. For the second year, Skittles is releasing limited-edition packs featuring gray packaging and candies to draw attention to the rainbow symbolizing the LGBTQ+ community. The all-gray Skittles pack for Pride Month will instead feature work by Kah Yangni, MegEmigoArt, Mia Saine, Chi, and Ash + Chess. The brand also partners with GLAAD, the world’s leading LGBTQ+ media advocacy group. There are so many reasons to love this campaign, but the first point to mention is the corporate responsibility shown by the Skittles brand. For every Pride pack of Skittles purchased, $1 goes directly to GLAAD. This campaign shows that Skittles has a genuine passion for supporting LGBTQ+ rights and isn’t just doing it for the spotlight.  

Check it out here: https://pride.skittles.com/

Whether or not a brand’s Pride campaign will be a success comes down to a few critical factors: authenticity, commitment, and selflessness. When it comes to marketing, storytelling is vital as it helps consumers to further connect with your brand. It also takes people on a journey and allows them to understand different perspectives. Overall, a great Pride Month full of a lot of compelling campaigns & ads.

Recreation is committed to being an inclusive workplace both internally and externally, and while we are encouraged that more brands are championing LGBTQ+ causes because of the economic opportunities, we believe the real gains from celebrating Pride comes from treating people fairly and with kindness. There is still much work to be done for LGBTQ+ visibility and rights in this country, and we are in support of the community members who have paved the way for us to get to where we are today.


The 80/20 Rule For Branded and Trending Social Media Video Content

Social Media strategies for small and large businesses alike have changed a lot in the past decade. During this time came an unwavering shift towards content creation and community building. It’s not just about posting compelling content anymore; it’s also about having that content relate to you and your brand. This rings true just as much with branded and trending content types.

By applying the 80/20 rule for trending and branded social media video content, you can engage your audiences differently to drive specific results. This is based on what type of content, the frequency and timing of the delivery, and the overall tone of your message.

Let’s take a look at how this works:

What is the 80/20 rule?

Coined by Italian economista Vilfredo Federico Damaso Pareto, the “Pareto Principle” or 80/20 rule asserts that “80% of the results you experience, come from 20% of the effort you’ve put in.”

Other examples include:

  • 20% of customers account for 80% of total profits
  • 20% of manufacturers supply 80% of the market
  • 20% of sales reps generate 80% of total sales

How does it apply to social media video content?

When it comes to TikTok & IG Reel content, this rule allows brands to communicate their values, while building additional rapport with their audiences. Therefore brands should consider that:

  • 80% of content should be Branded” 
  • 20% of content should be “Trending

What are the differences between branded vs. trending video content?

Branded video content is key to conveying to your audience the 3 W’s

  • Who you are
  • What you do
  • Why you do it. 

This particular content should show a brand’s mission, vision, services, or products. 

Including your brand’s colors, fonts, customer base, or employees is a great way to build a brand voice and establish your brand identity. The quality of this content is typically hi-fidelity and more evergreen in nature.

Think of a high-quality and produced commercial on television or anything that requires a large team, expensive budget, or relies on company branding.

Trending Video Content 

Content that falls in the category of trending is meant to spark a relevant conversation topic with its audience. Trending topics should be incorporated when there is an important element of timeliness involved and when an opinion or stance on the matter is absolutely necessary. Trending content can sometimes utilize a specific:

  • theme
  • editing style
  • filter
  • and/or audio 

that has recently experienced a surge of widespread popularity on the internet. Often times trends relate to popular movies, tv shows, or music. The quality of this content is typically lower, with fewer turnaround times, and only engages the audience for the duration of a trend’s lifetime.

Following and participating in trends help companies connect with their customers by appealing to popular interest.

Examples include following a TikTok trend using a certain sound or actions like “the ice bucket challenge.”

@homemadebrandicecream

27 pictures isn’t enough to show how much we love ice cream❤️ #27photochallenge #27photos #icecream #udf #cincinnati

♬ Swing Lynn – Harmless

@freeman.leonard

“Hmm, that’s a great question.” *turns off camera to Google an answer* Here’s a few pitfalls to avoid during remote interviews.#interviews #jobtips

♬ original sound – marcus perez

To summarize, you can apply the 80/20 rule to your social media video content by testing out trending or branded content before or alongside HiFi or LoFi formats to help achieve a diverse audience and reach.

If you’re looking for a partner to help you apply these strategies and create the right video content for your audience, contact us!


Vertical Content is King!

It’s old news that a majority of us consume video content through our phones, but did you know that those who fully adopt the screen real estate perform much better than traditional “widescreen” videos?

You can blame TikTok and Instagram Reels for that.

These developments have carried over to how we approach social media content. By shifting our focus to crafting engaging vertical video content for our clients, we’ve seen results that leave the concept of “static” content as a distant thing of the past.

To give you some perspective, TikTok is the 6th most popular social media platform on the market that engages its users with vertical video content. And as of now, TikTok is poised to overtake Youtube for the first time ever in terms of video content consumed.

How our Clients Found Success with Vertical Video Content

We’ve seen immediate success for our clients when we made the switch. When comparing a few vertical videos against static/traditional content, one of our clients saw incredible reach from users in a span of just one week. Many of those who weren’t even following the brand.

If you’re looking to make a change or if you have any questions on how to get started, feel free to reach out to us on our website or by replying to this email!