The way people consume content is changing dramatically – and quickly.
From the rise of ‘no-click’ content to cross-platform story arcs, here are five key trends reshaping the content world.
1) Searchless discovery and ‘no-click’ content
Content is increasingly consumed without a click. In-platform social media experiences, AI snippets in search results and voice assistants with all the answers are pushing people away from websites.
Ahrefs recently confirmed that when Google’s AI Overviews show up in search results, the top organic result sees a 34.5% drop in clicks.
So, what does this mean for brands relying on traditional methods to boost engagement, awareness and revenue?
Firstly, content must deliver standalone value. Optimise for where content is found, not just where it lives.
Secondly, focus must shift harder towards ownable channels to drive traffic to websites. Distribution is no longer the final step in your strategy; it’s the starting point.
Understanding where content will be found determines how it should be shaped. Get it right and audiences are more likely than ever to engage.
2) Interactive and shoppable video
No longer just for entertainment or storytelling, video is evolving to become a direct shopping interface as well.
TikTok, Instagram and YouTube all offer integrated ecommerce features such as embedded links, tags and overlays that allow viewers to tap on products and make purchases while they’re watching the video. The impact of this trend is clear: 41% of viewers who watch shoppable videos make a purchase.
But these new features don’t mean dropping storytelling altogether, as people still won’t engage with video that feels like an ad. It’s here that tried and tested rules still apply: if the narrative is compelling, the visuals strong and the audiences targeted, then conversion is the natural next step.
As people become increasingly comfortable shopping via video, we expect to see more brands investing in high-production interactive experiences that turn viewers into buyers.
3) Podcasts as multi-platform content
Podcasts have moved beyond audio files streamed through Spotify or Apple: they’re multimedia content hubs in their own right.
In fact, YouTube has overtaken Spotify as the top platform for podcast discovery as listeners look for a richer experience from their favourite shows. In response, podcasters are also editing highlights for Instagram and TikTok, and offering transcripts or extra content on blog platforms like Substack.
It makes sense as the landscape shifts: meeting people where they are is more effective than trying to encourage them onto another platform. A podcast episode might debut as a 45-minute conversation, but its life continues as promotional Reels, conversational Twitter threads, deep-dive blog posts and personal email content.
This omnichannel approach not only extends the life of the podcast but also brings this format into the rest of your content ecosystem. For brands, this means building a full 360° strategy just for podcasts.
At Sunday, we produced a full video episode of ICAEW’s Accountancy Insights podcast to celebrate the series’ 100th episode. We made the most of the video format by creating a series of assets to promote the episode on ICAEW’s social channels – both organic and paid.
4) Conversational social media
Social media is shifting back to conversational posts over polished curation as audiences gravitate towards content that feels real, human and interactive. They’re commenting, replying and expecting to be heard – not just marketed to.
This means blending your messaging with genuine human connection to create content that sparks dialogue. Community building might take time, but it’s worth the effort: 51% of consumers believe that the most memorable action a brand can take on social media is responding to their customers.
So, success now lies in conversation: crafted prompts, questions and opinion-led posts that drive engagement in the comments.
5) Cross-platform story arcs
No one spends all their time on one platform, so neither should your story.
From Instagram to YouTube, and from TikTok to X, people hop between platforms and expect brand continuity – but not repetition. This is where cross-platform storytelling comes in, as brands can craft whole narratives that unfold over time and adapt to the strengths of each channel.
Comms8 found that 55% of consumers who love a brand’s story are more likely to make a purchase, and brands with effective storytelling see a 20% increase in customer loyalty.
In an oversaturated landscape, coherence and creativity across all channels can be the key to holding people’s attention for longer.
At Sunday, we applied a channel-specific approach to our coverage of P&O Cruises’ sponsorship of the BAFTA TV Awards.
By weaving passenger UGC into our Facebook coverage, we ensured the P&O Cruises’ community remained a key focus here. But for a broader audience on TikTok, we tapped into trending sounds and transition-style content, helping to boost our reach. The results – a 283% YoY increase in views – speak for themselves.
Remember, it’s not about duplicating content; it’s about creating a layered experience that keeps audiences engaged, regardless of where they are.