Why chasing Likes alone isn’t an effective digital PR strategy

BRAIN ROT has been crowned Oxford Word of the Year 2024.  

Defined as the cognitive decay associated with endless scrolling through low-value, addictive content, it captures the essence of today’s digital culture.

It’s the all-too-familiar sensation of hours lost to dopamine hits, algorithmic traps, and viral fluff that leaves you drained, not delighted. And yes, we’re as vulnerable as everyone else here at our digital PR agency.

For brands, the temptation to exploit “brain rot” is strong: chasing likes, fleeting impressions and viral fame for quick wins. But is it sustainable?

The short-form supremacy – a shift in sight?

Brain rot thrives on ultra-short content—quick bites designed to minimise audience commitment. This mindset has infiltrated the B2B space, driven by the belief that “less is always more” because “nobody has time for that”.

We’ve seen the results: videos trimmed to under 30 seconds, press releases stripped to bare-bones paragraphs (infuriating journalists forced to dig for details), and influencer campaigns that feel hollow and skin-deep.

But audiences are proving more discerning. They seek content that adds real value—staying longer in niches that meet their interests.

We know this, because the platforms are catching on. YouTube Shorts recently tripled its max video length to three minutes. Instagram Reels followed suit, increasing from 90 seconds to three minutes. Even TikTok is testing videos up to 60 minutes in a bid to compete with streaming platforms. Meanwhile, long-form content like hour-plus podcasts continues to surge in popularity.

The goldfish myth

There’s a persistent myth that we now have the attention span of goldfishes, thanks to social media. But, as a widely shared BBC article explains, this claim lacks evidence.

What’s really happening is a fierce competition for attention in an oversaturated media environment. Audiences can still focus—they’re just more selective about what earns their time.

For brands, this is a call to move beyond the pursuit of quick clicks. Substance matters. Well-crafted narratives and engaging long-form content capture attention and hold it.

Think about it: if 50 people read a valuable article to the end and convert into leads, that’s far more impactful than a viral video with a million fleeting impressions.

The appetite for deeper engagement is reflected in research from influencer agency Billion Dollar Boy. Its study shows that 68% of marketers worldwide have increased production of long-form formats, including podcasts, newsletters, and live streams. Even more—70%—plan to expand further in the next year.

Don’t over rely on social media

Building trust requires more than self-promotion. Third-party endorsements from credible media outlets remain essential for brand authenticity. Coverage in reputable news platforms delivers credibility that no self-published blog or social post can match.

If the X-odus has taught us anything, it’s the danger of over-relying on social platforms.

By combining long-form digital storytelling with strong media relations, brands can foster credibility, connection, and trust.

The Long Game Pays Off

For brands that invest in substance, the rewards are clear. Strategies that prioritise meaningful engagement over viral quick wins don’t just cut through the noise—they build loyalty and long-term value.

While brain rot may be Oxford’s Word of the Year, let’s hope it marks a turning point—a reminder to hold the faith and play the long game.

Looking for digital PR support?

While we may not have a cure for brain rot, we are able to be transform your brand’s ailing PR and social media, helping define and shape the strategy – and deliver real business metrics and ROI.

Don’t hesitate to give our Digital PR experts a call on 0131 561 2244 or fill out the form below: