By David Jenkins, Co-founder of Mickey Llew.
The future, particularly the immediate future, is bound to deliver the unexpected. If the trends seen at the end of 2024 are anything to go by, we are heading into a blockbuster year where speed and impact will be the keys to success.
Have you ever read the infamous “8-second attention span” piece? If so, you might know it was debunked as fake news, which ironically sparked numerous studies into attention spans. I won’t cite any sensational clickbait figures, but the takeaway is clear: people today—across all generations—have a low attention span for content they aren’t actively engaged in. Conversely, they demonstrate a remarkable ability to focus on content they are invested in (binge-watchers, anyone?).
This conundrum presents both a challenge and an opportunity that companies will tackle in the year ahead.
Consider the iconic campaign that propelled Donald Trump to victory. He skillfully combined quick, easy-to-consume content—like footage of him serving at a McDonald’s drive-through—with longer-form media, such as his three-hour podcast with Joe Rogan, which has garnered over 54 million views to date.
Trump’s approach was bold, unconventional, and authentic – which will be what the world expects going forward. Companies who follow this strategy in 2025 will do well, but those who want to lead will ensure that they execute this strategy at high pace, high frequency, and high impact.
High Impact
Emotional Resonance: Brand messages must land in the hearts of your audience. People want an emotional connection to the businesses they support.
Making a Difference: Businesses must demonstrate that they are making a positive difference, not only through what they are selling but how they conduct themselves as an organization.
Platform Relevance: Businesses must focus on reaching the right people with the right message, on the platforms they are engaging in. Big TV campaigns are no longer the centerpiece of brand launches. They are merely one piece of the puzzle. You can’t just repost your message either, all the AI on offer leaves no excuse (in theory, right?) to not have fit for purpose content on every platform.
High Speed
Constant Engagement: There is a plethora of stats that indicate that consumers are constantly engaging on their preferred social media platforms. A single “hero” piece of content every few weeks or months isn’t sufficient. If you are trying to win the brand recall battle or just be topical, you must be consistent. This means that the speed at which you ideate, produce, and implement your content (on-site, on platform etc.) has to revolve weekly at a minimum.
AI Integration: Companies who can leverage AI effectively and strategically in content production, streamlining ideation, creation, and implementation will reap the benefits. But it isn’t a silver bullet. Companies that are overly reliant on it will face challenges, especially as platforms like Google refine how AI-generated content is ranked organically.
Thematic Relevance: Thematic Information Architecture (IA) is the holy grail for organic search (SEO). Businesses that focus on building thematically relevant content pillars will yield vastly superior results to companies that heavily lean on paid to get eyeballs on their content or very specific long tail niche pieces.
