Attention for brands is becoming scarcer as audiences face intense competition from millions of creators across platforms like TikTok, YouTube and Instagram. Global internet access and the rise of A.I. are driving rapid increases in content, creators and conversations, intensifying the battle for eyeballs. The attention economy treats attention as a scarce, valuable resource and elevates word of mouth as a primary driver of brand discovery. A narrow social-first approach produces bespoke platform content for the brand, while a true Social First philosophy focuses on sparking conversations and understanding human behavior so communication flows between people and brands.
The hardest part about marketing today is that competition for attention grows by the millisecond. Brands aren't just competing with each other but with millions of entertaining and talented TikTok creators, YouTube stars and Instagram influencers for the same finite audience. And if earning attention seems tough now, it's only going to get tougher from here. As global internet access expands, the amount of content, creators and conversations will continue to surge.
Our lives are increasingly lived online, and the line between real and digital is blurring. Add to that the rise of A.I. as a massive content-generating machine, and the volume of material competing for eyeballs is only going to accelerate. This is what's known as the "attention economy," where attention is a scarce and valuable resource. In this landscape, word of mouth-which is the leading source of brand discovery among U.S. internet users, according to recent surveys-becomes more important than ever.
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