The Attention Recession: Why Marketing in 2025 Requires Smarter Plays

When Threads hit 350 million users last quarter, some called it a fluke. However, that same week, projections showed media usage was set to decline for the first time in over a decade. If that’s not a wake-up call for digital marketers, I don’t know what is.

This week’s stories—from eMarketer’s report on Threads' explosive growth (2 May 2025) to Marketing Dive’s note that media usage may fall (1 May 2025)—point to a paradox: while some platforms boom, others face contraction. Add in consumer belt-tightening (eMarketer, 30 April 2025), Amazon ad uncertainty amid tariffs (Marketing Dive, 29 April 2025), and a surge of tech-driven marketing innovations (Semrush, 28 April 2025), and the picture sharpens. This isn’t just another cycle. It’s a new era of fragmentation, frugality, and focus. For growth-stage brands, the challenge is staying agile while playing a long game of relevance.

---

1. Platform growth is real—but fleeting if brands don't adapt

Threads is surging, with over 350 million monthly active users—a 30 million user jump from the previous quarter (eMarketer, 2 May 2025). This isn’t just another social app; it's Meta’s text-forward answer to the real-time engagement X (formerly Twitter) once dominated. And users, especially Gen Z, are buying in.

Takeaway: Early adopters have a window—small but powerful—to establish organic presence before Threads becomes overrun with branded clutter. This means investing in format-native content, not just reposting elsewhere. Threads favors timely, participatory conversation. Think AMA-style threads, first-look updates, and context-rich micro storytelling.

Founders should resist the urge to “wait and see.” In emerging channels, inertia is the enemy. Your competitors are already testing hooks that resonate. Show up now—or risk playing catch-up later.

---

2. Consumer attention is shrinking—and spending is getting smarter

The double-hit of media usage decline and consumer spending cutbacks—particularly in discretionary categories like snacks—paints a clear picture: attention is a premium asset in 2025 (Marketing Dive, 1 May 2025; eMarketer, 30 April 2025). Blame economic anxiety or screen fatigue, but people are filtering harder.

Takeaway: This is not the year to spray content across channels and hope something sticks. Instead, go deeper: refine audience personas, double down on high-performing formats, and shift messaging to emphasize value, wellness, or necessity.

In the CPG space, that means less "fun snacking" and more "smart nutrition." For tech and services, it’s about ROI and problem-solving over bells and whistles. Value isn’t just about pricing—it's about relevance. And relevance requires insight-driven creative, not templated campaigns.

---

3. AI and AR aren’t shiny toys—they're lifelines in a cluttered landscape

According to Semrush’s 2025 report (28 April 2025), the smartest marketers are weaving in AI for personalization, AR for immersion, and nimble content strategies to cut through the noise. These aren't nice-to-haves—they're tools for reclaiming attention and building stickier experiences.

Takeaway: If you're still treating tech like a pilot project, you're already behind. CMOs should prioritize AI-assisted segmentation, predictive analytics, and AR trial experiences—especially in ecommerce and product-heavy categories.

The key? Integrate these tools where they enhance experience, not where they complicate it. AI shouldn't just generate headlines—it should refine timing, tone, and targeting. AR should make your product tangible in new ways, not just flashy.

Don’t over-pivot from Amazon—yet

Yes, tariffs are squeezing Amazon sellers and ad budgets are tightening (Marketing Dive, 29 April 2025). But while the instinct might be to flee to alternative platforms, pulling too much spend from Amazon too fast could hurt discovery and conversion, especially for DTC (direct-to-consumer) brands.

Diversification is smart—abandonment is not. Monitor results weekly. Test alternative spend on emerging platforms like Threads or niche channels like Reddit ads, but anchor your strategy in where your customers are still buying.

Action checklist:

• Audit your media mix: Identify channels where performance drops and test alternatives like Threads or LinkedIn newsletters.
• Revise your brand messaging: Reflect economic reality—emphasize value, efficiency, or essentials.
• Run a Threads pilot: Post 10 native-format updates and track engagement metrics over 30 days.
• Test AI tools: Use AI for one content stream (e.g., email subject lines or social captions) and measure lift.
• Prototype one AR experience: Give customers a digital try-before-you-buy moment for a hero product.

In a fragmented, fast-moving market, the best strategy isn’t to chase everything—it’s to master what matters most.

Codedesign Codedesign is a digital marketing agency with a strong multicultural and international presence, offering expert services in digital marketing. Our digital agency in Lisbon, Boston, and Manchester enables us to provide market-ready strategies that suit a wide range of clients across the globe (both B2B and B2C). We specialize in creating impactful online experiences, focusing on making your digital presence strong and efficient. Our approach is straightforward and effective, ensuring that every client receives a personalized service that truly meets their needs. Our digital agency is committed to using the latest data and technology to help your business stand out. Whether you're looking to increase your online visibility, connect better with your audience, get more leads, or grow your online sales. For more information, read our Digital Strategy Blog or to start your journey with us, please feel free to contact us.

CodeDesign is leading:
- Digital Agency
- Digital Marketing Agency
- Amazon Marketing Agency

---