By Elly Strang, content and communications lead, Tracksuit
As we enter 2025, we’re seeing a shift in the ‘brain rot era’ and being chronically online.
Consumers are craving more meaningful offline experiences and interactions, which means we’re in for a whole new era of marketing and brand campaigns. Our team of brand experts at Tracksuit have chartered a path forward and outlined this year with the trends that will be cast to the wayside and how brands can navigate the changing landscape.
Elly Strang
Doom-scrolling is doomed as consumers shift to long-form content
The continued popularity of short-form content on social media platforms made ‘doom scrolling’ an inescapable habit in 2024. Apps with vertical scroll features have become more addictive, and people’s neuropathways have adapted (I don’t know about you, but my attention span wanes 10 seconds into a video). Brands recognised this trend and tailored their marketing strategies to reach audiences with snackable, short-form content and endless trend hijacking. Even Netflix, the streaming giant that produces long-form content in the form of TV shows and movies, has used the rise of memes to market shows like Squid Games to Gen Z and Millennials.
However, as social media platforms like Facebook, Instagram and X roll back regulation online, we’re seeing more meaningless content clogging our feeds. This is further fueled by the rise of AI which is driving brands and individuals to pump out lower quality content at an alarming rate and quite frankly, it’s exhausting!
As fatigue from this noisy online world sets in, Aussies are increasingly looking for high-quality insights and educational storytelling that are told by humans. This post ‘brain rot era’, is giving way to a quality over quantity and brands will need to think about how they can capitalise to build rapport with consumers over the long term.
So what’s the secret? Long-form content. Platforms like podcasts will continue to grow in popularity this year and can provide additional insight for customers into the brand story. The ‘unfiltered’ component can come across as more genuine, appealing to those looking to grow a deeper connection. In a similar sense, live-stream Q&As can provide ‘off the cuff’ interviews with fans, where they can ask burning questions. As for written content, brand newsletters and magazines will provide a gateway into any business, product or industry news updates, drawing customers in through owned content. The longer structure can give deeper detail to customers, making them feel more invested in the brand’s story.
Connection, connection, connection. But make it real life…
The digital tiredness will also push consumers into IRL experiences. This year is all about nostalgic items that help them be present in the moment rather than on their phones. Digital cameras, dad cams, vinyl records, and analogue hobbies (arts and crafts or board games) are back in a big way. We saw this trend first emerge last year with the rise of running clubs, book clubs and face-to-face experiences in the brand world.
The pursuit of these meaningful, real-life connections will be a big opportunity for brands looking to build and engage their community in 2025. REFY beauty’s community-based brand trip is a perfect embodiment of this trend, taking customers on a paid trip to a villa in Mallorca to build rapport, trust and loyalty with customers who are brand advocates for them, instead of influencers who are likely not as passionately invested.
In 2025, the brands that succeed will be the ones that prioritise authenticity, foster community, and create experiences that leave a lasting impact. The era of fast, forgettable content is fading, making room for deeper engagement through long-form content, and real-world activations.
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Top image: Elly Strang