Greetings fam!

I am writing to you from seat 16A en route to San Francisco to visit my dad and have a little pre-moon before my wedding next month. Sometimes you just gotta take a break, touch some California trees and mountains to really center yourself.

But as I sit here in my seat, I am finding myself scrolling endlessly on the internet.. My feed, all looking the same with the same trends, the same moments and…the same ads. Over and over again.

In this last week I have come across many discussions and even held my own discussions about the state of social media, our attention span, and what it takes to hold the consumer’s attention. My homegirl Sarah Grosz of Allbirds and I sat down for my monthly episode of After Hours Live on Linkedin. One of the topics we covered specifically was Nutter Butter’s unhinged TikTok’s and how Crocs did a take of the unhinged to capture a moment of virality. And if we think back to the summer where everyone and their mom were using “demure” or “brat”, I can’t help but wonder at what point does a micro-trend fall off and no longer capture the attention of the consumer?

So…in that case, let’s do a little consumer behavior analysis…

Let’s explore how brands can move beyond the noise, leverage micro-trends to their advantage, and craft compelling stories that stand out in the cluttered digital landscape.

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Same-Same, But Make It Different

Micro-trends are like pop songs: catchy for a moment, then overplayed before you can even learn the lyrics. And with our attention spans supposedly shorter than a TikTok dance, keeping up can feel like running on a hamster wheel. But here’s the thing—people can pay attention; they just won’t waste it on content that’s as forgettable as yesterday’s viral meme.

So, how do you break free from the endless loop of trend-chasing and create something that actually sticks? The secret lies in understanding what really holds attention and using that insight to turn fleeting fads into meaningful moments. Let’s talk about escaping the micro-trend trap and making your brand’s story one worth repeating.

Earning Attention Over Buying It

The problem with treating attention as a transaction—just buying ad space or flooding feeds with content—is that it misses what truly matters: connecting with people on a deeper level. Real attention isn’t earned through fleeting impressions; it’s about crafting content that pulls someone in, evokes an emotion, or sparks a genuine sense of curiosity. It’s about creating moments that resonate beyond the screen, where people don’t just glance at your message but feel compelled to engage with it.

To truly earn attention, brands need to focus on the experiences that draw people in and keep them there. It’s not enough to be seen; you need to be remembered. That means going beyond quick-hit tactics and investing in stories or interactions that hold meaning. When a brand can inspire, provoke thought, or move someone to action, it transcends the noise and creates a lasting impact, turning casual viewers into loyal advocates.

The Attention Framework: Capturing Interest with a Layered Approach

This is where brands can shift their approach from trend-chasing to thoughtful engagement. Instead of merely chasing every new trend, you can capitalize on micro-trends strategically by tapping into what truly holds attention. By using a science-backed framework that includes instinctual, emotional, cognitive, and planned attention, brands can create content that resonates on a deeper level, avoiding the trap of repetitive, algorithm-driven marketing.

Earning attention isn’t just about grabbing it—it’s about engaging audiences in a meaningful and intentional way. The Attention Framework (ty Your Attn Please) identifies four types of attention that brands can target:

1. Instinctual Attention: Catches the eye with stimuli like bright colors or bold visuals that trigger a quick response. It draws initial interest but needs more depth to hold engagement.

2. Emotional Attention: Connects with the heart through relatable stories, familiar faces, or nostalgic themes, fostering a sense of empathy or connection.

3. Cognitive Attention: Stimulates the mind by challenging the audience to think, solve, or interpret. This could involve intriguing stories or unexpected elements that invite deeper exploration.

4. Planned Attention: Focuses on motivating actions, such as making a purchase or signing up for an event. It guides audiences through a purposeful journey to drive meaningful outcomes.

The framework helps move away from the temptation to endlessly chase every emerging trend by encouraging brands to engage with micro-trends thoughtfully rather than reactively. Instead of just adopting a trend’s surface elements, brands can use the framework to ask themselves whether the trend aligns with their core message and how they can use it to foster more meaningful engagement.

Build Community Through Ongoing Engagement

Another essential aspect of breaking free from the trend cycle is building authentic community engagement. Community engagement goes beyond simply publishing content; it’s about maintaining ongoing relationships and ensuring the audience feels valued. By actively participating in conversations—responding to comments, asking questions, and addressing feedback—brands can create a sense of belonging and ownership. When audiences feel included in the brand’s narrative through tactics like user-generated content, interactive campaigns, or community-driven stories, they’re more likely to engage authentically and share content organically.

Community management doesn’t stop at your own platforms. Engaging with relevant conversations across the internet—whether on competitor content or shared interest topics—helps brands connect authentically with new audiences. This continuous interaction reinforces trust and loyalty, shifting the focus from a one-way broadcast to a dynamic, two-way conversation and fostering long-term relationships that outlast fleeting trends.

To wrap up this week’s take on the consumer marketing space, it’s clear that building genuine connections is the key to breaking free from the micro-trend cycle. By focusing on long-term strategies like storytelling, community engagement, and authentic brand values, you can go beyond fleeting trends to create lasting relationships. When you consistently show up for your audience and create experiences that matter, you’ll build a brand presence that lasts more than just Brat Summer.

And if you need help building a content program or just getting started, call your girl gang at Open Late Collective. We help brands build dope af experiences across brand strategy, retention & lifecycle and customer experience. Here to serve. 🫡

As always, if you have any questions or things you want answers to in this newsletter, please hit the “reply” button and send them over or hit that link below for my form!

If you enjoyed this newsletter, sharing it with your homies would be the jam to me! You can share the party by sharing this link.

Ok, gotta get back to my scrolling from 16A.

Next week, I got a special treat for you with co-author Haylee Jordan filling in for me! You won’t want to miss it.

Jess
Founder of Open Late Collective

Have a Marketing and/or CX-related question for me?

UPCOMING EVENTS

1. Join me online and a STACKED line up of 15 other industry experts and leaders on Nov 4th where we chat about the “one thing” that is our must have tactic for BFCM. RSVP here!

2. League of Originals is hosting a DOPE AF summit in LA on November 7th. If you are a brand founder, or operator, I got a special treat for you! Use code ABOVETHEFOLDGA at checkout for 50% off your ticket

3. Come to NYC on November 14th for SheInnovates 2 in NYC! If you are a woman in ecommerce, this one is for you. Grab your ticket ASAP, we are almost sold out! Snag your tickets here. (and did you see we booked Marg Josephs, a real housewife AND a baddie entrepreneur!)

BEST PIECE OF CONTENT I’VE SEEN THIS WEEK…

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👐 BONUS CONTENT 👐

You get not ONE but TWO bonus pieces this week!

1. This week I released an episode of Above The Fold with Sean Ro, co-founder of Lunar Hard Seltzer. We talk all things about going from UX to being the co-founder of a poppin’ Asian hard seltzer!

Be sure to follow along on my YouTube, Spotify and Apple Podcasts.

2. As mentioned above, I hosted my 5th installment of AfterHours LIVE on Linkedin with special guest Sarah Grosz of Allbirds. We go deep into social, influencer, the DTC news of the week (better brands anyone?) and broke down Ghia!