This is yet another article to say that the old adage is still true—content is king. But, if you’re still obsessing over crafting your brand’s narrative or building that brand house in our world that’s moved on to a level of chaotic, meta-modernism mess, then you’re missing the point entirely.
The Strategist Disconnect
Most of us in the ad world are the age group who witnessed how the internet went from a dial-up modem to it being with us everywhere we go. We’re the same group that has been marked by acknowledging we have feelings by writing in our Xangas, who posted vague MySpace song lyrics, and created the very concept of motivational Pinterest quotes. We created a new era of strategy based on the belief that a brand’s story is the heart and soul of any marketing strategy. We decided that telling a story is what matters most.
But here’s the problem—while we’ve been busy waxing poetic about a brand’s journey and connecting threads, the world has shifted. The younger consumers of today don’t put a lot of weight into your carefully curated story. They’re not here for the narrative arc—they’re here for the vibe, the aura, the instant connection that comes from a brand that gets it and gets them.
The irony is, despite being in touch with feelings and emotional connection, we’re the ones getting it wrong. We’re clinging to the idea that a narrative is required to resonate when, in reality, it’s the brand’s aura that rules in the chaotic digital landscape. This disconnect is why some strategists just don’t get it, and why it’s obvious when someone is following a TikTok trend as “culture” versus authentically showing up in the space.
The Psychology of Content Chaos
Every day, as more content is produced, we see an uptick in the speed in which content is consumed. It’s a firehose of information, where everything blends together in a maximalist styled stream of chaos. But, it’s not overwhelming—because people have adapted the way they process and categorize information. ’
Today’s younger consumers have grown up in this chaos, and they’re remarkably adept at making split-second decisions about what’s worth their time. They don’t need a 30-second ad, or even a 15-second ad, to tell them a story—they need two seconds to feel your brand’s aura. If that aura doesn’t resonate immediately, they’re gone, and no amount of narrative will bring them back.
Stop Being a Boomer
Strategy needs to update. We can talk about authenticity and relevance, but the mere definition of those have shifted.
We should stop obsessing over a brand narrative. It’s not that it doesn’t matter—it’s that it matters less. What’s far more critical is how your brand is perceived in the split second when someone inevitably stumbles across your content. The brand story is no longer the leader or first touch or even awareness—it is now the secondstring for when a consumer finally has the attention to consider a little deeper.
It’s also vital to embrace the chaos. Again, content is king—and volume is its crown. You need to produce, produce, and then produce some more. It’s not just about having a presence, it’s about saturating the digital landscape with your brand’s aura. Consider TikTok, just one of many platforms consumers use throughout their day, where over 1 billion videos are consumed daily at about 5 to 7 TikToks per minute.
The brands that win in this new era are the ones that aren’t just participating in the chaos, they’re shaping it. They’re the ones that create thousands of pieces of content that all reinforce the same brand aura, making it impossible for consumers to scroll past without feeling something. This established aura is what allows for an easy and timely ability to join in on the quick trends.
How to Adjust
Prioritize Aura Over Narrative: Shift your focus from telling a story to creating a strong, consistent and holistic brand aura. Every piece of content whether IRL or digital should contribute to this essence and build brand energy. Be brat.
Embrace Volume:You can’t afford to be precious with your content. The more touchpoints, the better. Saturate the space with your brand’s presence.This extends to working with creators, organic, and paid efforts.
Lead the Trend:Don’t just hop on the latest TikTok challenge. Instead, create content that feels authentic to your brand and could set the next trend. Be the one others follow.
It’s always clear who gets it and who doesn’t
The brands that are stuck in old ways, clinging to their narrative-driven strategies, tend to fall behind and struggle with future proofing with new consumer groups. Meanwhile, those who’ve embraced the chaotic, fast-paced world of content and focused on building a strong brand aura are the ones thriving and being memorable.
Maya Angelou’s words still remain: “—people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” You can either be busy telling a brand story, or you can be busy by being the story.