Ugly Ads: the Secret Weapon for engaging the research community? The rise of Lo-fi marketing and UGC
Lou Peck- Apr 30
- 5 min read
In a world where polished marketing materials dominate academic journals and research platforms, a surprising trend is emerging that's turning heads - the rise of "ugly ads," Lo-fi marketing, and user-generated content (UGC). But before you dismiss this as another passing fad, let's dive into why these intentionally unpolished advertisements might be the key to capturing the attention of researchers, authors, and library professionals. This shift isn't just about being different; it's about being more effective.
The paradox of imperfection
Our research communities are drowning in a sea of perfectly crafted marketing messages. Every day, researchers and academics are bombarded with sleek ads promoting journals, special issues, events, and research tools, to name but a few. But what if these polished ads might actually be working against us?
In an environment where everyone is striving for perfection, imperfection stands out. It's like finding a handwritten note amongst typed documents - your attention is grabbed and you are naturally drawn to it.
What makes "ugly ads" work isn't just their ability to stand out - it's their psychological impact. These ads tap into something more profound:
Authenticity - appear more genuine and trustworthy with raw and unpolished ads, in a world of highly curated, sleek content
Pattern disruption - break through "banner blindness" that researchers have developed towards traditional marketing
Emotional engagement - provoke curiosity or even slight discomfort, by creating memorable experiences
In our industry, it's hard to find numbers to benchmark, and we often look outside into other sectors and take numbers with a pinch of salt, but the numbers are out there. Studies have shown that visually simple landing pages achieve click-through rates 30-50% higher than their more sophisticated counterparts. Even more impressive, some "ugly ads" have demonstrated conversion rates up to 2.5 times higher than polished alternatives targeting the same audience.
92% of consumers trust organic, user-generated content more than traditional advertising
UGC leads to a 28% increase in engagement compared to brand-generated content
Lo-fi videos receive 40% more views and 30% higher reach compared to high-production content
Web conversion rates increase by 29% when using UGC compared to professional content
The UGC market is projected to grow from $5.36 billion in 2024 to $32.6 billion by 2030
The psychology behind the success
The effectiveness of Lo-fi content and UGC in research marketing is rooted in psychology:
Trust through authenticity, researchers can be sceptical and are more likely to trust content that feels genuine and unpolished. Studies show that 76% of people believe UGC is more honest and unbiased than traditional advertising
Peer validation in academia and peer review are cornerstones of credibility. UGC leverages this same principle, as researchers are more likely to trust content from their peers
Emotional connections matter. Content that feels authentic creates stronger bonds, leading to higher engagement rates
Balance professional versus authentic
How do we maintain professionalism in the research ecosystem? It's a balancing act. This is where strategic implementation comes into play - we need to find that sweet spot between authenticity and credibility.
We need to consider the impact on brand perception and reputational risk management, as well as misalignment with audience expectations, especially when considering segmentation, and the risks of messaging clarity being compromised.
Make "ugly" work in your marketing strategy
You'll craft and build your roadmap, but here are some top tips to get started:
Start small and test, adjust, test, adjust...
- begin where informal content is more widely accepted, where your segments are active and importantly where your communities would expect you to be
- use A/B testing to test the level of "ugliness" to find what does and does not resonate
- monitor engagement metrics closely
- undertake rapid testing of different messages to reduce production costs compared to traditional marketing, improve frequency of content updates and have more flexibility around experimentation
Focus on content value
- ensure your message is clear and of value
- use unpolished aesthetic to be authentic, rather than gimmicky or cheesy
- maintain academic integrity whilst experimenting with different formats
- combine Lo-fi content with traditional marketing materials
- use UGC strategically for specific campaign objectives
Know your community
- adapt your approach based on the specific segment of the research community you're targeting
- understand and consider platform-specific expectations
- balance innovation with branding and tone of voice guidelines
- maintain brand consistency while embracing authenticity
Measure success
- platform-specific core engagement metrics: likes and reactions, comments, shares, reposts, saves, click-through rates, especially unique click-throughs from those actually engaged with the content, etc.
- engagement quality: different types of engagement carry different weights, like comments, as they require more effort from communities, and shares indicate willingness to share with their followers
- visitor metrics: page views, unique visitors, etc
- reach: number of unique users engaging with your content to understand potential audience size, follower growth, and audience growth rate ((net new followers ÷ initial followers) x 100).
Remember growth rate decline is not always a negative - you may be resonating more with key audiences and losing followers who you are not actually targeting but have picked up along the way.
- impressions: the amount of time content is displayed regardless of clicks. It can be higher than reach as it includes multiple times viewed by the same person
- Social Share of Voice (SSoV): measures how much of the industry conversation about your brand compared to your competitors, providing insights into brand visibility and relevance
- the types of people interacting with your content
- conversion rates
- cost per acquisition
- user feedback and testimonials, including sentiment analysis
- return on investment beyond just financial cost, but time, effort, meetings, people involved, etc.
Tips and tricks to try
- encourage your communities to share their experiences
- feature unedited video testimonials from actual people
- showcase real-world applications and case studies
- use native platform features for a more authentic feel and content that is more natural to each platform used
- focus on direct, simple messaging that resonates with the communities (think Simon Sinek's Golden Circle approach)
- foster a sense of community among researchers through shared experiences
- encourage discussion and feedback, and leverage the power of peer validation
Holt unboxing Wasabi popcorn
Conclusion
The research ecosystem is available for amazing opportunities and possibilities in marketing approaches. Lo-fi content and UGC offer a powerful combination of authenticity, cost-effectiveness, and engagement that can help research organizations stand out in an increasingly crowded digital landscape.
The key is not to abandon professionalism entirely but to find the sweet spot where authenticity meets academic credibility. By embracing these newer marketing approaches while maintaining the trust and authority that research institutions require, you can create more effective, engaging marketing campaigns that resonate with their academic audience.
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