It’s getting more difficult for brands to stand out online thanks to an algorithmic-induced fragmented digital landscape. Plus, the rise of so-called AI slop hasn’t helped. But brands like Zoom and Duolingo are retooling their marketing strategies to prioritize things like influencers and IRL events as a potential antidote.
Already, the internet is saturated with content from brands, creators and users. A phenomenon known as digital fatigue has been mounting, in which users start to prioritize more authentic, human-like connections, three marketers told Digiday.
“If you think about the old playbook — which is, brands should behave on social like any other user, and try to participate in trends and things like that — people are blind to that now,” said Noah Mallin, founder of Mallination, a marketing consultancy.
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