Creativity & Originality beyond the "Average".

Digital (social) fatigue in not just relevant to limiting screen time, there is an increasing trend whereby people overwhelmed by the sheer volume of the same mediocre content in our social feeds, people are increasingly seeking out more originality, more uniquely crafted quality content they want to spend time with and increasingly that is happening in alternative spaces to the mainstream social platforms like Facebook, Google, and TikTok—the "Big 3".

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Global consumers will seek user-generated content to support and connect with human creativity

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Of global consumers noted that a brand’s ability to surprise and delight them in unexpected ways is key to gaining their loyalty.

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Global Gen Z and Millennial consumers prefer engaging with entertainment content that reflects their values and the communities they care about, regardless of the country or region in the world where it is being produced

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Consumers seek experiences and encounters that elicit visceral emotions, indicating a need for emotionally resonant interactions.

The Evidence

There is a growing movement toward exploring niche, decentralized spaces—micro-communities and special interest groups. This trend is fuelling a resurgence of platforms that prioritize individuality, creativity, and deeper engagement, including:

    • Podcasts
    • Newsletters
    • RSS feeds (yes, they’re making a comeback!)
    • Niche forums
    • Special interest communities

For those who thought RSS was a relic of the past (largely due to Google’s discontinuation of its reader), its revival signals a desire for more control over information consumption, free from algorithmic interference. As people seek richer, more diverse experiences online, the "edges" of the internet—where culture and creativity thrive—are becoming increasingly valuable.

The Impact

 This trend challenges creators and brands to rethink their approach, moving beyond mainstream platforms and exploring alternative formats and storytelling techniques. As consumers shift away from homogenized content, the implications for brands are significant:

Demand for Authenticity

As users desire less homogenized content, they will seek more authentic, thought-provoking, and specialised experiences. This shift will redefine how content is created, consumed, and valued. The rising demand for originality and niche content means that creators and brands will need to rethink their approach, by offering unique, tailored experiences that cater to specific interests (micro communities and interest based marketing).

Depth over Breadth

The emphasis will be on depth rather than breadth, with a focus on fostering communities that thrive around shared passions, knowledge, and creativity rather than chasing mass appeal.

Value in Micro-Communities

The emphasis will be on creating meaningful engagement within niche spaces, encouraging emotional connections and long-term loyalty.

The Opportunity

Creativity is back and in demand.  Brands that embrace experimentation and more innovative formats and who distinguish themselves with communities beyond the ‘average’ will stand out. Similar to previous trend, developing new IP in sports, gaming, entertainment could represent big opportunities to engage with more authenticity.  

  • Experimentation and Innovation: Brands that embrace unique, innovative formats and engage beyond the "average" will capture attention and loyalty.
  • IP Development: Building proprietary intellectual property (IP) in areas like sports, gaming, and entertainment offers an avenue for authentic engagement.
  • AI and Data Utilization: Leveraging AI and real-time data enables brands to create emotionally resonant, personalized experiences that surprise and delight.
  • Life-Centric Engagement: By focusing on holistic consumer experiences across the customer lifecycle, brands can shift from consumer-centric to life-centric models.

Dentsu’s proprietary data and insight methodologies, including "cultural roadmapping," equip brands to align their strategies with community passions and emerging cultural trends.

Take Action

Focus on embracing adaptive strategies that leverage AI, creativity, and cultural insights to stay ahead in an ever-evolving landscape.

Understand Cultural Trends

Ensure an up-to-date perspective on consumer segments and cultural dynamics. Use insights to identify ways to engage with greater relevance.

Leverage AI for Personalization

Utilize AI tools to automate and personalize interactions, ensuring scalable, meaningful engagement across touchpoints.

Explore Niche Platforms

Expand efforts to include podcasts, newsletters, and niche forums to connect with highly engaged audiences.

Adopt Micro-Moment Strategies

Design non-linear storytelling across media touchpoints, offering unique value or delight at every interaction.

Invest in Dynamic Creative Optimization (DCO)

Customize messaging based on real-time inputs like weather, location, and browsing behavior to ensure relevance.

Measure Emotional Engagement

Shift from traditional metrics (clicks and views) to evaluating success through emotional depth and engagement impact.

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[1] Dentsu (2024), Consumer Vision 2035: From Insight to Foresight. [2] Dentsu Creative (2024), CMO Report 2024. [3] Europol (2022), Facing reality? Law enforcement and the challenge of deepfakes, an observatory report from the Europol Innovation Lab, Publications Office of the European Union, Luxembourg. [4] Joydeep Bhattacharya (2024), AI Content Creation Statistics: Marketing Predictions for 2025. SEO Sandwitch.

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