Social media has evolved from being a place of passive scrolling to a battleground of chaotic, personality-driven, and deeply divided content consumption. This complex evolution of marketing has forced brands to reconsider how they communicate, build loyalty, and capture attention.
In this year's Digital Culture Review, our Marketing Director, Rachel Lyndon-Jones, breaks down the biggest digital cultural shifts shaping how brands connect with their audiences.
We are overstimulated online (and in life), and attention has become the ultimate currency. In a social sphere driven by algorithms and virality, where brands are begging for a piece of our precious time, being online is both thrilling and exhausting.
Are we consuming too fast to care that the dopamine-fuelled brain-rot content we devour is lacking any substance? Are we finally taking a stand against blindly following trends and the latest indulgence recommended by our favourite influencer? What is the cost of outrageous viral success?
Across social platforms, we see a divide forming - between instant gratification and deep engagement, between chaos and curation, between surface-level interactions and real community-building, we're noticing the subtle product placements and the tenth beauty serum our fave celeb has sworn by, and this awakening is forcing brands, creators, and platforms to rethink how they capture and sustain our attention, and our trust.
Brands with Attitude
Personality is the Latest Power Move
Brands are becoming more relatable, developing distinct personalities that entertain, provoke, or charm their audiences. Companies like Duolingo, Ryanair, and ALDI have mastered the art of unhinged marketing, leaning into chaotic humour, sass, and unpredictability to drive engagement. And they do it well.
Key Trends:
Brands are using bold, witty, and sometimes savage responses on social media to build a cult-like following.
Meme-driven marketing that taps into internet culture.
Businesses are embracing main character energy - acting like influencers rather than brands.
Personality-led marketing works when it aligns with brand identity. Not every brand can (or should) be chaotic, but those that lean into a relatable, humorous, or a confident tone of voice see higher engagement, especially on platforms like X and TikTok.
TL;DR: Brands are embracing personality-driven marketing - using humour, memes, and influencer-style engagement to build cult followings.
The Social Media Villain Arc
When Outrage Becomes a Marketing Strategy
Subversion is changing - and it’s no longer about art. Some brands and creators embrace controversy to drive conversation. Celebs like Kanye West, and Elon Musk have monetised outrage and they dominate conversations around online rebellion, and brands like Burger King, Balenciaga, and Crocs have turned polarisation into profit by leaning into the 'ugly' aesthetic and shock-factor.
Key Trends:
Outrage cycles have fuelled viral success, but at what cost? Backlash spreads instantly, brands and influencers who stir controversy can become targets of cancel culture. Kanye West monetised controversy for years, but he crossed a line, leading to his Yeezy brand deal with Adidas collapsing overnight.
As consumers, we're becoming more skeptical and aware of predictable marketing, we notice those subtle product placements and we aren't falling for false product review videos, making subversion an effective way to capture attention, as long as it's done well.
We expect brands to do better. Shock-factor content is meaningless if there's no substance in the values that underpin the challenge.
Not every business can pull off a villain era. Brands should calculate risks carefully - controversy can spark engagement, but trust and reputation matter.
TL;DR: Subversion alone isn’t enough - it needs to be meaningful. We, as consumers, want depth, not just disruption. Brands should be bold only when they have something real to say.
Swipe, Scroll, or Stay?
Brain Rot vs. Deep Engagement: Are We Consuming Too Fast to Care?
Content consumption has split into two extremes:
Hyper-short, ultra-fast, dopamine-driven content that enables brain rot.
Deep, immersive storytelling and long-form content.
Key Trends:
The rise of brain rot content is keeping us hooked to mindless scrolling. The bite-sized, low-effort, and addictive stuff has us subconsciously reaching for our phones and losing ourselves for hours.
There's a resurgence of text-based content as a backlash to overstimulation.
#BookTok is bringing book reading back into focus. Who else hadn't read a book since the Twilight Saga or The Hunger Games in the 2000s only to find themselves submerging into a new fantasy world in 2024?
As much as we've become addicted to that dopamine boost, we don't always want instant gratification, all of the time. Brands should balance high-energy, snackable content with long-form, valuable storytelling.
TL;DR: Content consumption is splitting between hyper-short dopamine hits that fuel mindless scrolling, and long-form storytelling .
De-Influencing & The Death of Blind Loyalty
Consumers Are Pushing Back
TikTok’s de-influencing trend is calling out overhyped products and corporate manipulation. Younger generations aren't blindly following brands - they switch based on value, ethics, and trust.
Key Trends:
There's a noticeable shift away from brand loyalty to brand accountability. We're demanding more authenticity, care, and trust-building, not just influencer hype. Consumers no longer falling for false promises and will drop a brand like hot cakes if they aren't true to their word.
Social users are less likely to be drawn to pretty aesthetics, and care more about transparency.
Loyalty now comes from trust and alignment with values. Brands need to be real, transparent, and offer genuine value.
TL;DR: Brand loyalty is fading - consumers now prioritise authenticity, ethics, and trust over hype, dropping brands that fail to deliver on their promises.
Status Symbols: What Do We Flex Online Now?
Status Has Changed
Luxury once meant designer bags and flashy cars - now, time freedom, wellness, and exclusivity hold more weight.
Key Trends:
Quiet luxury vs. loud luxury- subtle flexing is now in fashion, think Hermès understated wealth vs. the statement brand of Balenciaga.
Status is shifting toward experiences, knowledge, and well-being. Another alignment to the lack of care for aesthetics and our desire for substance.
More people are valuing financial freedom, travel and life experiences over material excess.
Marketing should tap into what status means today - it’s not just about products, it’s about belonging to a lifestyle.
TL;DR: Status is shifting from material excess to experiences, freedom, and well-being - brands must sell a lifestyle, not just a product.
The Post-Aesthetic Internet
Polished Editing is Out - Ugly & Chaotic Content is In
Social media has moved beyond curated perfection. Now, lo-fi, chaotic, and unpolished content performs better than overproduced marketing.
Key Trends:
There's a substantial rise in meme-driven marketing and authentic, unfiltered content. Brands are opting to use lower quality production UGC content for their campaigns as opposed to high-end, perfectly polished pieces.
The overly curated influencer culture is coming to an end. Videos with slip-ups, mistakes and humour are seeing higher view rates.
I'll say it again; we're craving authenticity. Brands should focus on real, raw, and native content that blends into the platforms they’re using.
TL;DR: Polished perfection is out - lo-fi, unfiltered, and meme-driven content now outperforms high-production marketing as audiences crave authenticity.
What's Next For Digital Culture?
Brands need to adapt, not follow. Digital culture is shifting towards more personality, meaning, and balance between entertainment and depth. The most successful brands will be those that understand audience behavior and craft content that feels both relevant and valuable.
Want to stay ahead? Find out how Ouma can help! Contact us today: hello@ouma.co.uk
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