Content has never been easier to ignore. Most of it deserves to be.
Marketers have known this for a while. What’s changed is now some of them are responding. They’re moving from posts to programming — or trying to earn more attention rather than buy most of it.
SharkNinja, Gap, Mattel, LVMH, Arsenal Football Club are part of a growing cohort making deliberate bets on entertainment. They’re partnering with social publishers, hiring creators as creative directors, standing up in-house studios, and in a handful of cases, co-producing Hollywood films. That range is notable because there’s no single playbook. What they share is the same underlying problem. Traditional advertising is being skipped, blocked or simply scrolled past while the volume of content competing for the same diminishing attention keeps rising.
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