HomeContent MarketingFrom doomscrolling to depth: why ‘intentional content consumption’ is the creator trend...

From doomscrolling to depth: why ‘intentional content consumption’ is the creator trend every brand needs to prepare for

Doomscrolling is out, depth is in. Gen Z is buying and selling quick-hit swipes for Substack essays, TikTok “curriculums,” and long-form YouTube deep dives. Even bookstore chain Waterstones experiences fiction gross sales up due to youthful readers. The New York Occasions launched its “anti-brain-rot” marketing campaign championing lively absorption in the identical week Vogue declared 2025 “the trend-less summer time,” and TikTok’s “My Private Curriculum” development has creators sharing what they’re deliberately studying every month. All of this alerts a transparent shift: persons are shifting away from senseless scrolling and towards content material that provides actual worth.

For entrepreneurs, this implies every bit of content material counts. Audiences are selecting fastidiously what earns their consideration. Brief-form video has dominated the playbook for the final 5 years — win consideration in seconds or threat shedding it. However audiences are now not happy with surface-level hooks. They need creators and types that encourage, educate, or add that means.

At Goat, we see three massive alternatives for manufacturers on this new panorama:

  1. Prioritise creators who deliver depth. The creators gaining traction at the moment aren’t simply development followers — they’re educators, storytellers, and group builders. Partnering with creators who depart their viewers smarter, extra uplifted, or extra related will set your model aside.
  2. Rethink content material KPIs. Success is now not nearly fast impressions. Longer watch instances, saves, and shares are stronger alerts of significant engagement. In lots of instances, a smaller however extra loyal viewers will drive extra affect than chasing self-importance metrics.
  3. Lead with cultural intelligence. Audiences are more and more protecting of their consideration. As Taylor Swift lately went viral on the New Heights podcast saying, “deal with your power prefer it’s a luxurious merchandise that not everybody can afford, persons are fascinated about their time on-line the identical means. Treating consideration like a VIP cross means manufacturers must ship worth and make each second of content material really feel definitely worth the watch.

At Goat, we see this shift enjoying out every day throughout campaigns. That’s why we design influencer methods with intention. We prioritise creators who add model worth, not simply noise.

The influencer area has matured, and audiences are elevating the bar. When manufacturers embrace intentional content material consumption, they’re not simply profitable consideration — they’re constructing long-term belief.

Catch the Goat staff at DMWF to study extra about what’s subsequent in creator advertising. We’ll be at Sales space #15 serving to manufacturers and creators discover their excellent match (suppose advertising Cupid), and we’ll be talking on Day 1, October thirteenth at 10 AM, unpacking how alcohol manufacturers are mixing it up in influencer campaigns. Learn extra on The Goat Company Substack: Raised on Social

RELATED ARTICLES

LEAVE A REPLY

Please enter your comment!
Please enter your name here

Most Popular