You’re tired. I’m tired. Our audiences are tired. The digital fatigue is real — and it’s making connecting with audiences more challenging.
Digital audiences are spending more time online (don’t ask about my screen time stats). And when they’re there, they’re seeing:
- Ads galore. It’s estimated that people see casual 93 to 812 ads per day (depending on the study you’re looking at). And for audiences, this high volume of ads isn’t the vibe. That’s why, for example, there’s a large collection of TikToks where users express being annoyed with how many TikTok Shop ads they see.
- A boom in AI-generated content. Apps like Cara, which hold a firm no AI stance, are a direct response to this trend. And it’s not just online! Recall that the fashion community was perturbed this summer when cult favorite Baggu used AI to create a horse-shaped nylon purse.
- More. Digital audiences are simply seeing more. Content creators and brands alike are chasing algorithms, posting when (and what) each social platform wants. One post a day? Multiple a week? It’s a lot for brands to produce — and a lot for digital audiences to take in. (I might love shopping for new glasses frames, but I’m a little overwhelmed seeing 3-4 Instagram posts by my optician per week, you know?)
So what do digital audiences want? And how can you genuinely connect with them amidst all this exhaustion?
People want peacefulness — including in your social posts
Overstimulating content = overwhelmed audience. Audiences are inundated with busy, we-need-to-grab-your-attention content — and it’s a known fact that many people experience social media-flamed anxiety. It’s no wonder that wellness trends have been popping off in 2024.
One way to stand out and draw your audience in is to swap high-energy digital content for calming, low-key alternatives. Instead of trying to post as much as possible, always leading with hard-hitting CTAs, flashy graphics and the latest TikTok trends, ask yourself:
How can I create a calmer, more connective digital experience?
People are looking for respite. Dwindling are the days of “retention-edited content” and the content-for-content’s-sake approach to socials. Can your brand be a haven? Are there ways you can shift your digital marketing strategy — like adjusting the content length or softening your hook — to bring the peace?
Audiences want authenticity
So many ads. So many sponsored posts. So many Instagram stories of AI-generated images. (Remember that 90s yearbook trend?) It can all feel a bit disingenuous or like one giant sale. And amidst a permacrisis, audience capacities (attention, financial, emotional — you name it!) are limited.
Whether it’s engaging with digital content, attending an event, or making a purchase, digital audiences are being selective about what they invest their time, energy and money into. They’re not going to spend on just anything. They want:
- Value for their money
- Sustainable options
- Brands that are socially conscious, community oriented and those that do the work
- To know where their money is actually going
- To interact with (and buy from) brands that align with their values
Digital audiences (and consumers) want to know that a brand is authentic — and that often comes back to values. Ask yourself:
What values does my brand communicate, and does my audience trust them?
If directly sharing your values in writing isn’t your jam, are there other ways you can express them? Maybe it’s in your image or graphic choices, or the brands/businesses you collaborate with. Leading with these can help boost engagement, build consumer trust and assist your digital world-building strategy.
Digital audiences want to engage offline
While this may seem counterintuitive to your digital strategy, it’s really complementary. Social media detoxes are becoming increasingly common — there’s a desire to return to a “simpler,” pre-socials era. But that doesn’t mean your audiences don’t want to see your brand! They just want to experience it in a different way (including sonic, olfactory and physical mediums).
That’s why interactive, IRL experiences and activities are so successful right now. Audiences want to feel something — and they’re getting that offline. And having something they can post about is a bonus.
When brainstorming ways to reach audiences offline, you might find it helpful to ask yourself:
What would my brand look like in a world without social media?
The goal is to meet your audience where they’re at. Whether it’s a participatory activity, like staying in one of Airbnb’s Icons rentals or visiting a TikTok-worthy e-comm popup by Pleasing, or giving consumers a physical piece of brand iconography to home (think of the Saltburn candle or even France’s scratch-and-sniff stamp), exploring offline avenues creates a holistic branding experience — a brand “world” of sorts.
Plus, as a marketer, it’s beneficial for you. It’s easier to create touchpoints (and conversions) when you use multiple platforms/mediums.
Lead with connection, not just conversion
In this era of digital fatigue, standing out requires more than just increasing your online presence. It needs intention. Ultimately, it’s about meeting your audience where they are and offering something meaningful that can cut through — or help alleviate — the digital overwhelm.
Sarah Dorward , Copywriter