Smart curators are the antidote to content overload
We’re living in a content-saturated world. The sheer volume of information bombarding consumers daily means our attention has become a scarce and precious resource. Brands and creators battle endlessly for engagement – but as attention dwindles, so does trust and care.
As Ella Eberhardt from Orizontas explains, this is where smart curators can thrive – by filtering relevant, trustworthy, and valuable information.
We’re all tired. Not “I could do with a nap” tired. Tired of listening. Tired of trawling. Tired of working out what’s worth our time.
First, media fatigue came for listicles. Every outlet was churning out “10 things you need to know” like it was a public service. Now it’s moved onto how we get any recommendations at all: where to eat, what to buy, who to follow, how to do your job better. The curation never stops.
And younger audiences? They’re skipping the old pathways altogether. Not going to Google. Not clicking the glossy blogs. Straight to Tiktok, Reddit, or whatever feed feels most relevant. Google’s own data says almost 40% of Gen Z will search Tiktok or Instagram instead of Google when looking for somewhere to eat.
Too much content.
