In today’s fast-paced digital world, communication is evolving at an unprecedented rate. Traditional text-based interactions are giving way to visual, audio, and symbolic forms of expression, driven by the rise of emojis, GIFs, memes, voice notes, and short-form videos. This shift has given birth to a new kind of consumer—the post-verbal consumer—who prefers quick, engaging, and highly visual communication over lengthy text.
From TikTok’s bite-sized videos to Snapchat streaks and emoji-driven conversations, consumers—especially younger generations—are embracing more intuitive, expressive, and emotion-driven ways to interact with brands and each other. This change is reshaping marketing, branding, and consumer engagement, forcing businesses to rethink how they connect with their audiences.
To stay relevant, companies must adapt to this new era of communication, leveraging visual storytelling, interactive content, and emotion-driven marketing. In this article, we’ll explore the factors driving the post-verbal shift, its impact on brand communication, and strategies for businesses to thrive in this new landscape.
So, grab a cup of coffee and let’s hop into it.
Understanding the Post-Verbal Consumer
The post-verbal consumer is a modern digital user who prefers visual and audio-based communication over traditional text. This shift is largely driven by younger generations, such as Gen Z and Millennials, who have grown up with smartphones, social media, and multimedia messaging, but is also rapidly expanding across different age groups, particularly as voice search, smart assistants, and AI-driven communication tools become more mainstream.
Instead of typing out full sentences, post-verbal consumers compress emotions and messages into visual elements. A single emoji, such as 😂 or ❤️, can convey an entire reaction, while GIFs and memes allow for humour, sarcasm, and relatability in ways that text alone cannot. Meanwhile, voice-based interactions are also gaining traction, whether through voice notes on WhatsApp and Messenger or audio-based social platforms like Clubhouse and X/Twitter Spaces.
Let’s also not forget about voice search and AI-powered assistants like Alexa, Siri, and Google Assistant, which customers are increasingly relying on for instant answers and shopping recommendations. All of these formats allow for more expressive, efficient, and engaging communication compared to text alone.
What’s Driving the Shift
This modern way people communicate, moving away from long text-based interactions to more visual, audio, and interactive formats, has evolved dramatically thanks to a set of factors that are reshaping how consumers engage with content and brands.
Let’s explore the most common of those factors.
The Rise of Short-Form Video
Short-form video has rapidly become the dominant content format, fuelled by the explosive growth of platforms like TikTok, Instagram Reels, and YouTube Shorts. These bite-sized videos deliver entertainment, education, and brand messaging within seconds, making them particularly effective at capturing attention in today’s fast-paced digital environment.
This shift matters because people process visual content far faster than text, making videos an ideal medium for quick communication. Short-form videos also align perfectly with the fast-scrolling behaviours that define modern social media use. Their visual appeal, combined with their snackable length, makes them highly engaging and easily shareable — two qualities essential for viral content.
A prime example of this approach is Duolingo’s TikTok strategy, which relies heavily on humorous, meme-driven short videos instead of traditional text-heavy marketing. By embracing the playful, visual language of TikTok, Duolingo makes language learning feel fun, relatable, and perfectly suited to the preferences of post-verbal consumers.
Advancements in Voice Technology
With the increasing adoption of voice search, voice assistants, and AI-powered chatbots, consumers are asking questions, making purchases, and even controlling smart devices using voice commands instead of typing queries into search engines or apps. This hands-free, conversational approach is becoming a preferred method of interaction, especially as smart speakers and voice-enabled devices become more integrated into daily life.
The growing reliance on voice technology is reshaping how consumers find information and connect with brands. Voice search is expected to account for a significant share of online queries in the near future, as people increasingly find voice commands faster, more intuitive, and more convenient than typing — particularly when multitasking or on the go.
At the same time, AI-powered assistants are influencing user expectations, encouraging brands to adopt more natural, conversational ways of engaging with their audiences.
This evolution can be seen with brands like Starbucks, which allows customers to order drinks through voice assistants such as Amazon Alexa. By simplifying the ordering process, Starbucks not only enhances convenience but also meets the expectations of post-verbal consumers who prefer seamless, voice-first interactions.
Increased Use of Emojis and Visual Storytelling
Consumers are increasingly using visual elements, such as emojis, stickers, GIFs, and memes, to instantly convey emotions, tone, and ideas without the need for lengthy explanations. Platforms like Instagram Stories, Snapchat, and WhatsApp have played a key role in normalising ephemeral, visual content, further accelerating the shift away from text-centered communication.
This growing preference for visual expression is transforming how brands engage with their audiences. Emojis not only simplify communication but also add emotional nuance. Interactive features like Stories and stickers create immersive brand experiences, encouraging consumers to actively participate rather than passively consume content. Meanwhile, memes offer brands a way to tap into trending cultural conversations, using humour and relatability to build stronger connections with younger audiences.
For example, fashion brands like Gucci and Louis Vuitton have embraced Instagram Stories to engage consumers through interactive polls, playful stickers, and branded AR filters. By incorporating these visual, interactive elements, they create fun, engaging experiences that resonate with post-verbal consumers and enhance brand visibility across social platforms.
Reduced Attention Spans and Information Overload
With constant notifications, digital ads, and an endless stream of content competing for attention, today’s consumers are developing increasingly shorter attention spans. Rather than engaging with lengthy blocks of text, they gravitate toward content that is quick, digestible, and visually engaging.
This shift in attention habits has significant implications for brands trying to capture and retain consumer interest. Research suggests that the average human attention span has dropped to around eight seconds, making it more challenging than ever to hold someone’s focus.
As a result, consumers are increasingly skipping traditional long-form content and instead favouring bite-sized, visually rich media that delivers value quickly. To stay relevant, brands must refine their messaging to be clear, compelling, and instantly engaging.
Brands like BuzzFeed and Vox have excelled at this approach, mastering the art of snackable content. They deliver news, entertainment, and lifestyle updates using images, GIFs, and short videos rather than relying solely on traditional articles. By catering to shorter attention spans, they meet audiences where they are — in fast-paced, visually driven digital spaces.
Younger Generations Leading the Change
Gen Z (born between 1997 and 2012) and Gen Alpha (born after 2013) have grown up in a digital-first world where visual and voice-based communication is the default. These generations have embraced platforms and tools that prioritise images, videos, emojis, and voice notes over traditional text. As digital natives, they are not only shaping new communication trends but also influencing how content is created, consumed, and shared across platforms.
Understanding these generational preferences is crucial for brands looking to capture and maintain their attention. Gen Z overwhelmingly favours visual formats like short videos, images, and voice notes, finding them faster, more expressive, and more engaging than plain text. Meanwhile, Gen Alpha is being raised in a landscape shaped by AI-driven conversations, interactive media, and personalised digital experiences, making them even more accustomed to fluid, multimodal communication.
Brands and social media influencers targeting Gen Z and Gen Alpha rely heavily on interactive TikTok videos, augmented reality (AR) filters, and gamified content to foster deeper engagement. These formats not only entertain but also invite participation, creating a sense of connection and co-creation that resonates strongly with these post-verbal generations.
How Brands Can Adapt to Post-Verbal Consumers
As communication shifts away from text-heavy formats, brands must rethink their strategies to engage post-verbal consumers. The key is to embrace visual, audio, and interactive content that resonates with modern audiences. Here’s how brands can successfully adapt.
Prioritise Visual and Video Content
Short-form, visually engaging content has become the most powerful way for brands to capture and hold consumer attention. To succeed, brands should focus on creating videos with minimal text that instantly grab attention—platforms like TikTok, Instagram Reels, and YouTube Shorts are perfect for this approach. Bold visuals, fast-paced editing, and compelling micro-storytelling help convey messages quickly and effectively, attracting audiences who crave quick, impactful content.
When it comes to messaging, less is more. Text should be minimal, but every word should serve a purpose, reinforcing the visual story rather than overwhelming it. To further connect with audiences, brands can leverage user-generated content, encouraging customers to create and share their own videos, memes, or visual content featuring the brand. Meme marketing, in particular, helps brands stay culturally relevant and relatable, especially when targeting younger generations.
Beyond video, brands can also embrace visual storytelling through image carousels, infographics, and GIFs to showcase products and ideas in a digestible, shareable format. Instead of relying on long product descriptions, these visual formats quickly highlight key features and benefits in ways that resonate with today’s post-verbal consumers.
For example, brands like Netflix and Wendy’s consistently tap into meme culture and GIF-driven humour to engage younger audiences, sparking conversations and driving viral engagement in the process.
Optimise for Voice Search and Audio Content
As voice assistants become an integral part of daily life, brands must rethink their SEO and content strategies to align with the way people naturally speak.
Voice searches tend to be more conversational and longer than traditional typed queries, meaning brands need to optimise for natural language and question-based keywords. For example, instead of targeting a phrase like “best coffee shop NYC,” brands should focus on more conversational queries like “What’s the best coffee shop near me?”
Optimising FAQ pages and enhancing local SEO with voice-friendly content ensures brands are easily discoverable through voice assistants like Siri, Alexa, and Google Assistant.
In addition to search optimisation, audio branding is becoming increasingly important. Memorable sound elements—such as Netflix’s iconic “ta-dum” or McDonald’s “I’m Lovin’ It” jingle—help brands build instant recognition in voice-first environments. Brands can also create voice-friendly experiences by developing custom voice commands, such as “Hey Alexa, order my favourite Starbucks drink,” streamlining the purchasing process and fostering brand loyalty.
Brands should also explore content strategies tailored to voice-based platforms. Launching branded podcasts can help establish thought leadership and engage audiences in a more personal, conversational format. Platforms like Clubhouse and X/Twitter Spaces also offer opportunities for brands to connect directly with audiences in real time, fostering deeper engagement through voice-driven interactions.
For instance, Nike has successfully optimised its content for voice search, ensuring customers can easily find store locations, product details, and workout tips using voice assistants, enhancing both convenience and brand visibility.
Use Emojis, GIFs, and Stickers in Communication
When emojis and GIFs are used thoughtfully, they can make the content feel more conversational and human. By integrating emojis into social media captions, email subject lines, and push notifications, brands can boost engagement and catch attention in crowded digital spaces. However, balance is key—emojis should enhance the message, not overwhelm or replace it, ensuring the overall communication remains clear and on-brand.
In addition, brands can elevate their visual communication by developing custom GIFs and stickers designed for social engagement. Creating branded stickers for Instagram Stories and Snapchat allows users to incorporate brand elements into their own content, fostering organic exposure and brand affinity. Additionally, partnering with platforms like Giphy or Tenor to develop branded GIFs ensures that customers can easily find and share these assets in messaging apps.
Embrace Augmented Reality (AR) and Interactive Experiences
Augmented reality (AR) is proving to be a perfect tool to meet the increasing demand for immersive, interactive content that allows users to engage with brands in more playful and experiential ways.
For instance, brands can create Instagram and Snapchat AR filters that allow users to interact directly with branded elements, whether it’s trying on virtual sunglasses, applying digital makeup, or participating in interactive product experiences. Virtual try-ons, especially for fashion, beauty, and eyewear products, have become particularly effective, allowing consumers to see how products look on them before making a purchase.
Beyond filters and try-ons, brands can captivate post-verbal consumers through gamified, immersive storytelling experiences. By inviting users to actively participate in brand narratives—whether through AR-powered treasure hunts, branded challenges, or interactive rewards programs—brands create memorable moments that blend entertainment with brand messaging. These interactive experiences encourage repeat engagement and allow consumers to become part of the brand story.
Sephora’s Virtual Artist is a standout case of using AR to enhance the shopping experience. By allowing customers to digitally try on makeup through their phones, Sephora reduces purchase hesitation and boosts consumer confidence, ultimately driving higher conversions and strengthening the connection between consumer and brand.
Brands Leading the Post-Verbal Movement
As communication shifts towards visuals, short-form videos, and interactive experiences, some brands are excelling at engaging post-verbal consumers. Here’s how industry leaders are leveraging TikTok storytelling, AR, memes, and GIF-based humour to connect with their audiences.
TikTok’s Influence on Brand Storytelling
TikTok has redefined how brands communicate, favouring short, engaging, and often text-free videos that resonate with audiences emotionally and culturally. Brands using TikTok successfully prioritise:
Authenticity over high-production value (behind-the-scenes content, challenges).
A great example of a brand successfully tapping into the post-verbal consumer mindset is Gymshark. Rather than relying on traditional, polished ads, Gymshark leverages TikTok to showcase real users and fitness influencers in authentic, relatable ways.
One of Gymshark’s most successful initiatives, the #Gymshark66 challenge, invites users to document and share their fitness journeys over 66 days. This user-generated content not only fosters a sense of community among Gymshark’s audience but also generates organic buzz, allowing the brand to grow its reach without heavily relying on branded messaging.
By prioritising visual storytelling and peer-driven content, Gymshark effectively connects with post-verbal consumers who crave authenticity, inspiration, and entertainment in every scroll.
Nike’s AR-Powered Shopping Experience
Nike is pioneering augmented reality (AR) in e-commerce, allowing customers to:
Try on shoes virtually using the Nike app.
Scan their feet for accurate sizing recommendations (reducing returns).
Experience interactive product launches through AR-powered storytelling.
Nike Fit is an innovative AR tool that allows users to scan their feet using their smartphone, generating precise measurements and recommending the best shoe size for them. This reduces friction in the buying process and boosts both customer confidence and conversion rates.
Beyond its practical benefits, Nike Fit reinforces Nike’s reputation as a forward-thinking, tech-savvy brand that understands and adapts to evolving consumer behaviour. By blending technology, convenience, and personalised service into a seamless experience, Nike successfully appeals to the post-verbal consumer’s desire for intuitive, visually driven interactions that enhance—rather than complicate—their shopping journey.
Duolingo’s Use of Memes and Social Engagement
Duolingo has mastered meme marketing, leveraging humour, emojis, and pop culture references to keep audiences engaged without relying on traditional text-heavy content.
Examples:
The Duolingo Owl mascot has become an internet sensation, appearing in viral videos and reaction GIFs.
On TikTok, Duolingo creates funny, self-aware content, often referencing users’ fear of missing their daily language lessons.
Engages with trending meme formats, keeping the brand fresh and relatable.
How Wendy’s Leverages GIFs and Emojis for Humour
Wendy’s has established itself as a master of social media engagement by fully embracing the visual, humorous language of post-verbal consumers. The brand seamlessly blends GIFs, emojis, and witty responses to create a playful, interactive personality that resonates with digital audiences. Whether it’s roasting competitors like McDonald’s or bantering with customers, Wendy’s uses humour and visual storytelling to keep its content fun, relatable, and highly shareable.
On platforms like Twitter (now X), Wendy’s often swaps out plain text replies for GIFs and emojis, making its responses feel spontaneous and conversational. Beyond replies, the brand has also developed branded stickers and GIFs on Instagram and partnered with Giphy, encouraging users to incorporate Wendy’s content into their own posts and stories.
Campaigns like #NationalRoastDay perfectly illustrate this strategy, where Wendy’s humorously “roasts” users and brands alike—often using visual and short-form content that aligns perfectly with the post-verbal communication style. By leaning into humour and visuals, Wendy’s has built a distinctive, modern brand voice that thrives in today’s fast-paced digital culture.
Conclusion
The rise of the post-verbal consumer is reshaping how brands communicate, with visuals, voice, and immersive experiences replacing traditional text-based interactions. To stay relevant, businesses must embrace short-form videos, AR-driven content, and emoji-based messaging while optimising for voice and visual search.
Brands that adapt to this shift will build stronger connections and enhance engagement, while those that resist risk become irrelevant. By prioritising visual storytelling, interactive experiences, and multimodal search strategies, companies can meet consumer expectations and create lasting brand loyalty in this evolving digital landscape.
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