As Oxford University Press names ‘Brain rot’ as its 2024 Word of the Year, we explore the cultural implications of this trending phrase and its impact on media strategies. From battling ad fatigue to crafting content that truly connects, this blog delves into the challenges of today’s digital landscape and offers actionable advice to help your brand thrive.
Oxford University Press recently announced their word of the year and it couldn’t be more apt for the generation we’re living in. Following a public vote, in which over 37,000 people had their say, ‘brain rot’ was named Oxford Word of The Year.
Oxford defines the term as “the supposed deterioration of a person’s mental or intellectual state, especially viewed as the result of overconsumption of material (now particularly online content) considered to be trivial or unchallenging”.
Since 2023, there has been a 230% uplift in the usage of the term ‘brain rot’, most notably on social media among Gen Z and Gen Alpha users. Many use the term in a humorous or self-deprecating way to describe their overconsumption of low-quality content.
Although amusing to watch or read, there is a wider conversation happening. Excessive media consumption can have a negative impact for both brands and marketers.
While it might seem easier than ever to get your content noticed among a sea of endless scrollers. There are some obstacles to overcome in today’s ever-changing digital landscape.
If you know one of your ads performs well, your first reaction might be – if it’s not broke, why fix it? But if your ad is seen too many times by the same audience, this can cause ad fatigue.
While there’s no set period of time before this happens, this can be in as little as two weeks if you are targeting a small audience on platforms like TikTok.
Once ad fatigue sets in, algorithms will limit the number of new users seeing your ads, leading to a decrease in key metrics.
Tell-tale signs of ad fatigue can include:
– Decreased clicks and click-through-rate
– Fewer conversions
– Lower number of views
But all hope isn’t lost. By making small changes, you can reverse the signs of ad fatigue and ensure that your campaigns continue to reach new audiences.
Modern technology gives anybody a platform to voice their opinions on just about any topic. But with so much information available online, it can be hard for users to filter out what’s fact from fiction.
The Atlantic estimates that there are roughly 14 billion videos on YouTube and over 707 million videos posted monthly on TikTok.
That’s why it’s so important to create content that cuts through the noise and establishes you as a trusted source.
A recent survey by youth charity Onside showed that 52% of 11–18-year-olds want to reduce their screen time.
Out of 5,200 people surveyed, 44% said that they had experienced feelings of loneliness. While 51% of participants suffer from anxiety due to excessive smartphone usage.
Another study by The Newport Institute showed that ‘brain rot’ can interfere with your brain’s ability to retain information. This, in turn, can cause memory and attention span issues.
It’s not all doom and gloom, though. If you create high-quality content that engages and informs your audience you can help to combat ‘brain rot’.
It’s vital to create content that resonates with your audience and clearly communicates what your brand stands for. This is not only for potential customers but also existing ones, to ensure that they keep choosing your product or services.
While it can be tempting to publish more content to keep up with user demand and competitors, be mindful of quality over quantity. Anything that could be perceived as negative can take its toll on the perception of your brand.
As more and more people spend hours each day scrolling on social media, reaching new audiences can seem easy. But while your content is being seen, that doesn’t mean that users are engaging or converting.
While paid social media has been known to boost engagement and click-through rates, this obviously comes at a cost. There’s also a higher likelihood of ad fatigue when using paid social ads.
That’s why it’s so important to carefully consider your strategy across organic and paid social media channels. This not only maximises the results of your content but also helps you stand out from your competitors.
Sarah Bell, our Senior Media Buying & Planning Manager and resident organic social expert, shares her perspective on navigating the challenges of the ‘brain rot’ era:
“In the age of ‘doom scrolling’ and ‘brain rot,’ standing out with content is more challenging than ever. The solution isn’t just about grabbing attention; it’s about creating meaningful connections. By prioritising authenticity, quality, channel relevance, and a deep understanding of your audience, you can cut through the noise and deliver content that truly adds value. This approach not only engages users but also ensures your brand stands apart in a crowded digital landscape.”
Her advice underscores the importance of moving beyond surface-level engagement to create content that resonates deeply with audiences and strengthens brand loyalty.
So, the million-dollar question – how can I make my content stand out from my competitors? Create a high-quality content strategy. In doing so, you can clearly identify your business goals and ensure that you are maximising your content to its full potential.
We’re looking at five simple ways that you can craft a content strategy that converts.
In today’s digital landscape, strategic content is more important than ever before to help you stand out in a saturated market.
If you need support connecting with your audience in a meaningful way, we can help. Get in touch with us today to see how you can take your organic and paid social media strategies to the next level.
Sources
https://corp.oup.com/news/brain-rot-named-oxford-word-of-the-year-2024/
https://www.theatlantic.com/technology/archive/2024/01/how-many-videos-youtube-research/677250/
https://www.adlucent.com/resources/blog/71-of-consumers-prefer-personalized-ads/
