The Content "Rule" Every Brand Should Be Breaking in 2025

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For years, I've felt like I was alone on an island.

Between 2020 and 2024, there was an overwhelming chorus of voices all shouting the same message: "High-production ads don't convert. Keep it simple. Keep it low-budget."

This "rule" became so deeply entrenched in DTC marketing that questioning it felt almost heretical.

But I'm finally ready to say what I've known all along: This rule needs to be broken. And I'm no longer alone in thinking this.

The false dichotomy that's been hurting your performance

The anti-high-production sentiment largely came from people who had previously worked in traditional media. They observed expensive, glossy ads failing while scrappy, simple content sometimes converted well.

But there's a fundamental flaw in their analysis: They were comparing non-performance-focused high-production with performance-focused low-production.

Of course the high-production ads performed worse – they weren't created with performance in mind!

But what happens when you combine the visual impact of high-production, the conversion principles of performance marketing, and a deep understanding of digital platforms?

You get content that both stands out AND converts.

Why high-production is making a comeback in 2025

There are several reasons why more brands are rediscovering the power of high-production content:

1. The timeline is saturated with sameness

When every brand uses the same handful of creators with the same shooting style talking about products in the same way, nothing stands out. What was novel four years ago is now the default template.

Higher production quality immediately breaks through this visual monotony.

2. Premium visuals build instant trust

We live in a visual culture where production quality acts as an immediate trust signal. Higher production values can communicate brand legitimacy before a single word is spoken.

3. Creative capabilities expand dramatically

There are shots, angles, lighting setups, and creative concepts that simply aren't possible with a smartphone and a ring light. High-production unlocks creative approaches that otherwise wouldn't exist.

4. It drives creative diversity in your account

If all your ads look similar, you're limiting your algorithm's ability to find new customers. High-production content introduces welcome diversity into your creative mix.

The false economy of "cheap" creative

I often hear: "But high-production is too expensive and risky!"

Let's challenge that assumption:

• Yes, each high-production asset costs more upfront

• But the "cheap" alternative is producing dozens of nearly identical low-production assets

• When most of those don't work (and they won't), did you actually save money?

• If your conversion rate improves by just 15% with higher-quality assets, that can completely offset the additional cost

What looks like frugality can actually hurt you.

Finding the right balance

I'm not suggesting you abandon creator-style content entirely. The most successful brands in 2025 are finding the right mix:

• High-production hero assets that can be cut into multiple formats

• Mid-tier production with professional equipment but simpler setups

• Creator-style content for specific use cases and authenticity

The key is creative diversity – giving your algorithms different types of content to find different types of customers.

The competitive advantage most brands are missing

As the founder of Goodo Studios, I've seen firsthand how many content agencies have optimized their entire systems around creator content. Many simply don't know how to execute high-production shoots anymore.

This creates a massive opportunity for brands willing to break this "rule."

While everyone else is creating variations of the same low-production approach, you can stand out with strategically deployed high-production content that both captures attention and drives conversion.

How to incorporate high-production without breaking the bank

If you've been exclusively in the low-production world, here's how to start breaking this rule:

1. Begin with one high-production hero asset per quarter

2. Ensure your production team understands performance marketing principles

3. Plan to create multiple assets from each shoot

4. A/B test against your best-performing current assets

5. Analyze both immediate performance and longer-term brand metrics

Remember, the goal isn't high production for its own sake – it's using production quality strategically to break through the noise and drive better results.

I hope this was helpful. Let me know if you want me to address anything in the future for you. Just reply and I can write about it.

Make sure to check out the podcast.

Until then, keep creating!

Matthew Gattozzi

Get a free assessment with Goodo Studios

My team and I create hassle-free creatives for consumer brands. If you are thinking about getting content, let’s set up a chat.

Content you should watch

We are dropping Youtube videos every few weeks. We break down two productions we recently did. If you want to see the BTS of Goodo Studios, these are two good videos to watch about our work.

Did you know we had a podcast called In the Cutting Room. Episodes drop every Tuesday. Make sure to listen to it on Apple, Spotify, or Youtube.