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.
Why this works so well
If you follow someone, you already know their taste – what they overhype, what they can’t stand, where you align. That baseline makes their recommendation infinitely more valuable than a sponsored listicle written by someone you’ve never heard of.
It’s also more human. You can see the person telling you about their go-to cheap eat or winter skincare tip. You know what “good value” means to them. You can tell if it’s their genuine opinion. This pseudo-personal relationship makes their curation worth more than advice from an external outlet you only visit when you need something.
It also fits neatly into the rise of employee-generated content (EGC). Brands can batch and plan this content without hunting for something “newsworthy” to talk about, while showing real personalities behind the logo. Former head of content at Woolworths, Keshnee Kemp, left to launch August One, a consultancy specialising in EGC, after leading Woolies’ first people-led social strategy. If one of the country’s biggest companies is investing in it – and a senior leader is betting her career on it – it’s not just a passing fad.
Examples everywhere
Hutton House TikTok – Staff rotate through the account recommending cheap eats, ways to stay warm, or media and marketing accounts to follow. As you get to know each staff member, you’ll trust some recommendations more than others.
Joel Malinarson’s “5 Brands Winning on Social Media” – Joel uses audience familiarity to comment on others’ work, and those comments build more familiarity. It’s easier and faster than creating five high-production videos a week, and there’s clearly a growing audience for it in comms.
Shameless Media’s Stylish Pod – Each staffer shares accounts that influence their work. It’s practical, shows they’re plugged into trends, and lets clients and peers see who shapes their thinking. It positions them as expert commentators while… just commentating.
Ella Eberhardt
Why it’s blowing up now
There’s a massive demand from young professionals for insight – how to excel, get noticed, and keep skills relevant. Following the right accounts is part of the playbook.
The macro trends back it up. Substack’s recent US$1.1 billion valuation shows serious money behind personalised, individual-led media. Over five million people now pay for Substack subscriptions, and more than 50 writers earn six or seven figures. This isn’t just a Gen Z thing – it’s a structural shift toward trusted individuals over faceless brands.
And it’s happening alongside a backlash to the tidal wave of SEO-driven, AI-written content. We’re drowning in keyword-stuffed, auto-generated blogs that say nothing. EY research calls it “AI fatigue” – content that fails to resonate because audiences can feel it’s hollow. Nearly half of Gen Z (and plenty of Boomers) say they don’t want AI in marketing at all, citing the need for authenticity. A 60-second video from a real human with a real opinion beats that every time.
Why I love it
As a young professional in PR, I love this trend. It works for creators because it’s easy to film, gritty enough to feel real, and builds traction without a massive budget. It works for audiences because it’s actually useful. And it proves that trust is still valuable – maybe more valuable than ever.
For brands, the choice is simple: be a curator your audience trusts, or make sure you’re in front of the curators they already do. The noise is only getting louder, and more vague. But the people who can cut through it? They’re the ones we’ll still be listening to.
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