Archive · 12 Aug 2025
Nikhil Kamath: Curiosity Is More Important Than Attention
A finance expert named Nikhil Kamath says that social media is changing.
It's not about getting people to look at things (attention), but about getting them interested (curiosity).
Studies show that fewer people are clicking on things, and they don't trust social media as much because of fake news and boring ads.
Ads aren't working as well, and people who make content are getting tired.
Kamath suggests that brands that focus on engaging their audience will do better in the long run, not just those that get clicks.
Zerodha co-founder Nikhil Kamath says curiosity is the real scarcity, not attention, in digital marketing.
Engagement rates are declining on social media platforms, according to analytics firm Oddball.
User trust in social media is low, with many citing clickbait and misinformation.
Ad spend growth has decelerated, and marketers report shrinking returns on campaigns.
Creators are experiencing burnout, and many are considering quitting social media.
- Who
- Nikhil Kamath, Oddball, and social media users.
- What
- Nikhil Kamath believes curiosity is more valuable than attention in digital marketing, and social media engagement is declining.
- When
- Engagement rates are declining in 2024.
- Where
- Not specified
- Why
- Kamath suggests that without curiosity, even good content will fail.
- Main Idea
- Curiosity is the real scarcity in social media
- Engagement Rates Down
- X down 48%, Facebook 36%, TikTok 34%, Instagram 16%
- User Trust
- Only 11% trust social media
- Ad Spend Growth
- 11% in last three years
- Marketers with Shrinking Returns
- Three in four
- Creator Burnout
- 63% feel burnt out