Doomscrolling is out, depth is in. Gen Z is trading quick-hit swipes for Substack essays, TikTok “curriculums,” and long-form YouTube deep dives. Even bookstore chain Waterstones reports fiction sales up thanks to younger readers. The New York Times launched its “anti-brain-rot” campaign championing lively absorption in the same week Vogue declared 2025 “the trend-less summer,” and TikTok’s “My Personal Curriculum” trend has creators sharing what they’re intentionally learning every month. All of this signals a transparent shift: individuals are moving away from mindless scrolling and toward content that adds real value.
For marketers, this implies every piece of content counts. Audiences are selecting fastidiously what earns their attention. Short-form video has dominated the playbook for the last five years — win attention in seconds or risk losing it. But audiences aren’t any longer satisfied with surface-level hooks. They want creators and types that encourage, teach, or add meaning.
At Goat, we see three big opportunities for brands on this latest landscape:
- Prioritise creators who bring depth. The creators gaining traction today aren’t just trend followers — they’re educators, storytellers, and community builders. Partnering with creators who leave their audience smarter, more uplifted, or more connected will set your brand apart.
- Rethink content KPIs. Success is now not nearly quick impressions. Longer watch times, saves, and shares are stronger signals of meaningful engagement. In many cases, a smaller but more loyal audience will drive more impact than chasing vanity metrics.
- Lead with cultural intelligence. Audiences are increasingly protective of their attention. As Taylor Swift recently went viral on the New Heights podcast saying, “treat your energy prefer it’s a luxury item that not everyone can afford,” individuals are desirous about their time online the same way. Treating attention like a VIP pass means brands need to deliver value and make every second of content feel value the watch.
At Goat, we see this shift playing out every day across campaigns. That’s why we design influencer strategies with intention. We prioritise creators who add brand value, not only noise.
The influencer space has matured, and audiences are raising the bar. When brands embrace intentional content consumption, they’re not only winning attention — they’re constructing long-term trust.
Catch the Goat team at DMWF to learn more about what’s next in creator marketing. We’ll be at Booth #15 helping brands and creators find their perfect match (think marketing Cupid), and we’ll be speaking on Day 1, October thirteenth at 10 AM, unpacking how alcohol brands are mixing it up in influencer campaigns. Read more on The Goat Agency Substack: Raised on Social
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