The Production Balance: Why Scrappy Influencer Content Sometimes Wins
Not every influencer campaign needs to look like a polished TV commercial. In fact, some of the most impactful content is filmed on the fly, using nothing more than a phone and a strong idea. That tension between high-quality production and scrappy, authentic storytelling was at the heart of a panel at Creator Economy Live East, where Courtney Brennan, Associate Director of Influencer Marketing at Acceleration Partners, joined leaders from WeightWatchers, Nespresso USA, Hilton, and Hallow App to discuss what really works for brands today.
“There’s no one-size-fits-all answer when it comes to production,” Courtney shared. “We’ve seen campaigns where highly produced assets elevate the brand and campaigns where unpolished, real content massively outperforms expectations. The key is being open to both – and testing what resonates with your audience.”
Performance Over Polish
Across the conversation, a clear theme emerged: in today’s ROI-driven environment, performance matters more than aesthetics. Scrappy creator-led videos often deliver higher engagement because they feel genuine. That doesn’t mean polished content has no place – it shines during big brand moments or evergreen campaigns. But guessing isn’t enough.
Courtney emphasized the importance of testing and learning. “You don’t know until you put both into market. Run them side by side, measure the results, and let the data guide your creative direction.” For many brands, that means using raw content to spark awareness and conversation, while reserving more refined production for campaigns that need long-term staying power.
Right Content, Right Channel
The panel also dug into how different platforms reward different types of content. TikTok thrives on trend-driven, unfiltered creativity; YouTube often demands deeper storytelling and structure. “Content has to feel native to the platform,” Courtney explained. “A beautiful 60-second brand video might work on YouTube, but on TikTok it’s the off-the-cuff, authentic posts that stop the scroll.”
Maximizing Every Asset
Another takeaway was the power of repurposing. High-production shoots don’t have to be one-and-done – assets can be cut down into short clips, re-edited with captions, or reformatted for new audiences. Even quick, scrappy videos can be adapted across channels. The brands moving fastest are those treating influencer content as a content engine, fueling both organic and paid activity.
Trusting the Creators
Finally, the discussion returned to the people at the center of it all: the creators. Instead of prescribing rigid scripts, brands should provide guardrails and trust creators to do what they do best. “Creators know their audience better than anyone,” Courtney said. “When you involve them in the development process and give them the freedom to be authentic, that’s when the best content happens.”
The Bottom Line
The production balance isn’t about choosing polished over scrappy, or vice versa. It’s about knowing when each approach makes sense, testing rigorously, and maximizing every asset to stretch your budget further. Brands that master this balance—and embrace both speed and flexibility – are the ones best positioned to thrive as the creator economy continues to evolve.
At Acceleration Partners, we see it every day: influencer content is no longer just about single posts. It’s a performance driver, a content engine, and a space where authenticity often beats perfection.
