By Maranda van Dam
In an era where digital screens dominate our attention, consumers are increasingly tuning out from the relentless noise of social media marketing. Internet fatigue—also known as social media fatigue (SMF)—is a growing phenomenon, with studies showing that users are overwhelmed by irrelevant branded content and excessive online stimuli. According to a 2024 study, branded content overload and irrelevance are the primary drivers of SMF, leading to reduced engagement and lurking behaviors among young consumers. Yet, amidst this digital saturation, a timeless marketing strategy is making a comeback: branded items. These tangible, thoughtfully designed objects can cut through the digital clutter, capturing attention and fostering loyalty in ways that social media struggles to achieve.
The Rise of Internet Fatigue
The average internet user spends 141 minutes per day on social media, juggling nearly seven platforms monthly. However, engagement is declining as consumers grow weary of repetitive ads and irrelevant posts. A 2023 study found that 48% of consumers interact with brands more frequently on social media than they did six months prior, but many report feeling overwhelmed, with 90% relying on these platforms to keep up with trends rather than engage deeply with brands. This fatigue is particularly pronounced among younger audiences, with 63.8% of the world’s 5.52 billion internet users actively using social media but craving authenticity over digital bombardment.
Economic data underscores the challenge. In 2023, global social media ad spending reached $270 billion, yet platforms like LinkedIn report that only 25% of users engage with brand content daily. The return on investment (ROI) for social media ads is under scrutiny, with click-through rates dropping when ads become repetitive—a phenomenon known as ad fatigue. Meanwhile, brands that fail to deliver relevant content risk alienating their audience, as irrelevance was cited as the top factor contributing to SMF in a 2024 Emerald Insight study.
The Art of Branded Items
Enter branded items: physical objects like custom pens, tote bags, or signature scents that carry a brand’s identity into the real world. Unlike fleeting social media posts, these items offer tactile, memorable experiences that resonate emotionally. For example, Singapore Airlines uses a signature scent, ‘Stefan Floridian Waters,’ to create a consistent sensory experience, enhancing brand recall and emotional connection. Similarly, Nike’s ‘Just Do It’ campaign extends beyond digital ads to branded apparel, telling stories of resilience that consumers wear proudly.
The economic impact of branded items is significant. A 2023 study revealed that 81% of consumers need to trust a brand before purchasing, and tangible items build that trust through consistent, authentic experiences. The promotional products industry, valued at $24.7 billion in 2023, demonstrates the staying power of branded merchandise, with items like logoed mugs or reusable water bottles boasting an average retention time of 12 months in consumers’ homes. Compare this to the mere seconds a social media post captures attention before being scrolled past.
Real-life evidence abounds. Coca-Cola’s ‘Share a Coke’ campaign, which personalized bottles with names, drove a 2% increase in U.S. sales volume in 2015 after years of decline, proving that tangible personalization can outperform digital campaigns. Likewise, a B2B case study from Tribal Impact showed that Commvault, a tech company, achieved 61% more pipeline and 52% more opportunities through a social selling program that included branded swag kits sent to prospects, blending physical and digital touchpoints.
Why Branded Items Work
Branded items leverage the psychology of tangibility. According to the Stimulus-Organism-Response (SOR) framework, physical objects stimulate emotional responses that digital stimuli often fail to evoke. A well-crafted branded item—like a sleek notebook or a quirky keychain—creates a sense of ownership and connection, fostering loyalty. In contrast, digital content often feels ephemeral, with 64% of consumers expecting brands to provide storytelling or solutions that resonate personally.
Moreover, branded items sidestep the pitfalls of ad fatigue. On LinkedIn, where ads are less intrusive, campaigns can run longer without losing impact, but metrics still show declining engagement when content feels repetitive. Branded items, however, remain in use, serving as constant brand ambassadors. A 2023 study found that 50% of consumers are more likely to buy from brands they recognize, and physical items reinforce that recognition through repeated exposure.
A Strategic Shift for Marketers
For marketers, the lesson is clear: balance digital strategies with tangible touchpoints. Here’s how to make branded items work:
- Focus on Utility: Choose items that align with your audience’s daily lives—think reusable coffee cups for eco-conscious consumers or tech gadgets for B2B clients.
- Tell a Story: Emulate Nike or Coca-Cola by embedding narratives into your items, like engraving a brand motto on a pen or designing packaging that sparks conversation.
- Measure Impact: Track retention and engagement through QR codes on branded items, linking to landing pages to quantify ROI.
The data is compelling: brands that invest in tangible marketing see 10-20% growth in revenue, compared to the inconsistent ROI of social media alone. In 2025, as LinkedIn reports 72% of B2B marketers increasing their platform usage, integrating branded items into campaigns can amplify impact.
Conclusion
Internet fatigue is reshaping how consumers interact with brands, pushing marketers to rethink their strategies. While social media remains a powerful tool, its effectiveness wanes when audiences feel overwhelmed. Branded items offer a refreshing alternative, delivering authenticity and emotional resonance that digital posts struggle to match. By investing in tangible, story-driven merchandise, brands can break through the digital noise, build trust, and drive measurable results. In a world of fleeting clicks, a well-crafted branded item is a lasting handshake.
What’s your take? Have you seen branded items outperform digital campaigns in your industry? Share your thoughts below!