Marketers are currently locked in an epic battle for eyes and ears, a “smash-and-grab” raid on the attention of their audience. Brands looking to win fans are converging in narrowing spaces. These are places where competition doesn’t come from the same sector, it comes from every sector—plus friends, family, cat GIFs and whatever else ends up in the feed.
The problem with this constant, never-ending stream of content is that it comes in through our eyes and out of our brains at the speed of a swipe. It’s a daily branding battle. People have become reflexively ready to skip or scroll away from anything that doesn’t interest them.