There was a time, in the 60s, where the highways were littered with roadside signage, billboards, and commercial clutter. President Lyndon B. Johnson and first lady, Lady Bird Johnson found this to be a problem, so much so that they started an initiative to change this. Eventually in 1965 The Highway Beautification Act was signed by President Lyndon B. Johnson (History.com).
I could not help but draw a connection from our past to the present landscape of advertisements. As brands compete for attention in an increasingly saturated digital space, content fatigue is setting in across nearly every platform, pushing marketers to find new ways to capture genuine attention.
Companies, big and small alike, have discovered the effectiveness and low costs of ugc and has grown by and micro influencers are a much more cost effective and authentic way to convert sales. 82% have either purchased, researched or considered purchasing a product or service after seeing friends, family or influencers post about it (Matter). It is extremely effective.
In addition to this, access to marketing has dramatically been democratized, and the power has been given to anyone that owns an iphone. The barrier to entry has been lowered. AI content, drag and drop websites, and tik tok template creation make creating and marketing a small business accessible and fairly easy.
As a result, many users have begun tuning out these messages by skipping video ads, closing pop-ups, and unsubscribing from promotional emails (Spartan Marketing). Big companies are pushing out so much content as fast as they can to get in front of the consumer to be honest
UGC is not going anywhere, in fact it will probably continue to grow because it is easy and effective.
For marketers chasing something different, it can be seen that they are taking a different approach. Saturation is driving the resurgence of high-quality content and print media because consumers are craving depth. This shift isn’t dramatic but it is something to pay attention to.
Print ads have begun to reclaim value by offering a sense of uniqueness in tangibility and value because it offers a unique experience in contrast to the digital clutter.
But just because people are sending out flyers and magazines here and there does not mean that digital ads are going away. There is a lot of chaos in that industry and its growing and reshaping. To cut through the noise I have noticed people creating high-quality content that focuses on depth and storytelling. Audiences are seeking substance and authenticity over quick, disposable content. Independent brands are also leaning into creativity, with a resurgence of short films and cinematic ads replacing thousands of UGC videos.
Like everything this rise of quality content may be another swing on the pendulum that it seems we live on in the world of consumption. As a fashion and beauty lover I have noticed this in other industries as well.
Just as Lady Bird Johnson cleared the highways I believe we will see more marketers trying to clear and cut through the digital clutter. Brands that focus on storytelling, quality, and user experience are the ones that will truly stand out.
work cited
History.com Editors. “President Lyndon Johnson Signs the Highway Beautification Act.” History, A&E Television Networks, 27 Jan. 2010, http://www.history.com/this-day-in-history/october-22/president-lyndon-johnson-signs-the-highway-beautification-act
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Matter Communications. “Matter Survey Reveals Consumers Find Influencers More Helpful and Trustworthy than Brands During the Pandemic.” Matter Now, 26 May 2020, http://www.matternow.com/blog/matter-survey-reveals-consumers-find-influencers-more-helpful-and-trustworthy-than-brands-during-the-pandemic
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Spartan Marketing. “Why Print Advertising Is Making a Comeback in 2025.” Spartan Marketing Inc., 2025, https://www.spartanmarketinginc.com/learn-more-about-digital-marketing/why-print-advertising-is-making-a-comeback-in-2025
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Master of None 