Context Is the New Currency

The Attention Economy is Over

The Creator Economy changed everything.

Context is the new currency.

And Big Tech is investing. Let me explain…

Brands have been going after our limited attention for years with outlandish stunts (I see you Nutter Butter) and overwhelming content output. But something fundamental has shifted: attention is no longer the most valuable asset.

The Creator Economy disrupted the cycle by empowering individuals to curate content as participants. People were invited to follow along. This centered digital culture around relationships, giving brands access to something better: engagement.

@callieand.co We are witnessing the death of the #attentioneconomy . The #creatoreconomy paved the path for something greater … but what happens next?! My prediction: context is the new currency. Attention turns into intention. Consumers understand the agency and autonomy online. Stories become shared stories. We’re writing the future together. Let’s see what happens next. #marketing #branding #trendpredictions #future ♬ original sound - Callie | Mktg, Business, Tech

Context is the New Currency

The magic lies in context—the empathy, connection, and shared understanding wrapped around information. Context is essential for getting messages to resonate. It builds trust and makes it easier to take desired action.

This is why community-led growth models work so well. You provide people with connection in a specific context they are attracted to. This naturally builds deeper relationships.

Consumers are at Capacity

Processing the amount of content we consume on a daily basis feels like a full-time job. If you decide you want to participate in creating content, your work doubles.

Emerging technology has made this more complex. Consumers have to wade through noisy AI-produced content AND be on the lookout for deepfakes, misinformation, and disinformation.

Right now, the average consumer attention dips to two seconds depending on the social media platform.

A goldfish has nine.

Attention aside—our diminished capacity to consume information threatens engagement.

Don't believe me? Look at Big Tech.

The reason social media became so popular in the first place is because it allowed a digital layer of connection. Relationships from people to people and brands to their consumers extended to another dimension.

Social media platforms have notoriously increased retention with features and content styles that spark dopamine hits. But a "like" "comment" or "share" is no longer enough to guarantee engagement converts. They are now designing for deeper relationships, aiming to turn audiences into active participants.

TikTok accelerated this with their green screen reaction features and stitch abilities. People were able to show real-time reactions and have 'face-to-face' public dialogues, discoverable on For You pages. This had a psychological impact because of the way it leveraged authenticity and connection differently.

YouTube recently announced a new feature called Hype that will allow viewers to advocate for their favorite creators. They plan to monetize this feature, activating audiences to become investors in individual creators’ brands.

@callieand.co #greenscreen i need yall to know that building an audience is not the same as building a loyal following. Brands are placing more value on engagement metrics, and Big Tech is rolling out features that allow followers to be champions for the creators they love. interesting how, at the end of the day, all players are trying to bypass the algorithms. #marketing #tech #youtube #socialmediamarketing ♬ original sound - Callie | Mktg, Business, Tech

Experience Curation is Everything

This skill is SO high demand that brands are hiring creators and influencers in-house. Take this as a sign to be creative and focus on building a relationship with your consumer.

If your brand and marketing strategy revolves around relationships, your business will grow.

Intention Will Drive Retention

Attention, creativity, and information overwhelm have primed us for what Doc Searls calls the Intention Economy. This is a market concept where customers are empowered to control their own data and interactions with businesses.

This will flip the brand experiences customers engage with. Sparking curiosity and building new worlds will rise even more in popularity.

We WILL realize the agency and autonomy we have as tech users. A simple shift in perspective offers an immediate solution to the challenges we have in our digital lives. It is my mission to make sure this happens.

By investing in experiences, we will a see future defined by shared meaning, trust, and sustainable engagement, online and IRL.

So, with that in mind…

Plug the F*CK In.

Embrace a new world of opportunity, one where we can connect without compromise, online AND in real life.

Sincerely,

Callie Rojewski

P.S. This experience will be regularly interrupted by ads for my consulting services for marketers and founders. Book a discovery call here.

Explore this ever-changing website onlineandirl.com—it reflects this evolution.