Affiliate Idea Factory

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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This story was originally published on sister site, Modern Retail.

These days, shoppers are increasingly asking ChatGPT for recommendations like “the best sleep supplement” and “best women’s multivitamin.” So instead of browsing a brand’s homepage, shoppers are landing directly on a product page. And they may be deciding whether or not to purchase within minutes.

As more research and product discovery happens through LLMs and AI platforms, brands like supplement maker Olly say they are experiencing a shift in their traffic patterns in real time. According to Jennifer Peters, Olly’s director of DTC, marketing technology and digital compliance, shoppers are now coming to the brand’s website from a lower part of the marketing funnel. Due to the high intent of purchase, these shoppers are often ready to check out much quicker than other website visitors. As such, she said, visitors are spending less time clicking around the Olly site, but are converting faster to the products.

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