Doomscrolling is out, depth is in! Gen Z is trading quick-hit swipes for Substack essays, TikTok “curriculums,” and long-form YouTube deep dives. Even bookstore chain Waterstones reports fiction sales up thanks to younger readers. The New York Times launched its “anti-brain-rot” campaign championing active absorption in the same week Vogue declared 2025 “the trend-less summer,” and TikTok’s “My Personal Curriculum” trend has creators sharing what they’re intentionally learning each month. All this signals a shift: people are moving away from mindless scrolling towards content that adds real value.

For marketers, this means every piece of content counts. Audiences are choosing carefully what earns their attention. Short-form video has dominated the playbook for the last five years – win attention in seconds or risk losing it. But audiences are no longer satisfied with surface-level hooks. They want creators and brands that inspire, teach, or add meaning.

Marketing business Goat sees three big opportunities for brands in this new landscape:

1. Prioritise creators who bring depth. The creators gaining traction today aren’t just trend followers – they’re educators, storytellers, and community builders. Partnering with creators who leave their audience smarter, more uplifted, or more connected will set your brand apart.
2. Rethink content KPIs. Success is no longer about quick impressions. Longer watch times, saves, and shares are stronger signals of meaningful engagement. In many cases, a smaller but more loyal audience will drive more impact than chasing vanity metrics.
3. Lead with cultural intelligence. Audiences are increasingly protective of their attention. As Taylor Swift recently went viral on the New Heights podcast saying, “treat your energy like it’s a luxury item that not everyone can afford,.” People are thinking about their time online the same way. Treating attention like a VIP pass means brands need to deliver value and make every second of content feel worth the watch.

Goat sees this shift playing out daily in its campaigns. That’s why it designs influencer strategies with intention. It prioritises creators who add brand value, not just noise.

The influencer space has matured, and audiences are raising the bar. When brands embrace intentional content consumption, they’re not just winning attention – they’re building long-term trust.

Catch the Goat team at DMWF to learn more about what’s next in creator marketing. The company will be at Booth #15 helping brands and creators find their perfect match (think marketing Cupid), and representatives from Goat will be speaking on Day 1 of the event, October 13th at 10 AM, unpacking how alcohol brands are mixing it up in influencer campaigns. Read more on The Goat Agency Substack: Raised on Social