Entre visibilidade e relevância: os desafios da comunicação das marcas no ambiente digital saturado
Keywords:
Algorithm, Advertising, Attention Economy, Brand Communication, Digital SaturationAbstract
Today’s digital landscape is characterized by content saturation and intensifying competition for users’ attention. The abundance of stimuli contributes to the fragmentation of attention, making it difficult to retain more complex messages, while continuous exposure to advertising encourages the development of avoidance behaviors. In this context, brand visibility no longer depends exclusively on brand strategies but is increasingly shaped by algorithmic systems that regulate content distribution. Thus, this article analyzes the impact of algorithmic mediation on brand communication within the context of the attention economy and advertising fatigue, and discusses the main strategies adopted to foster engagement and reach new audiences.
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