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Boredom Content Wants Your Attention
Chill, but no Netflix // Illustration by Kate Walker
One of the fastest-growing online trends is “rawdogging boredom” — filming yourself sitting in silence, doing absolutely nothing.
Why It Hits: Rawdogging boredom (an evolution of the rawdogging flights trend) isn’t just about the joy of watching paint dry. People claim it’s a stunt they want to turn into a practice — a way to rebuild the attention they’ve lost (or maybe never had) in the always-connected culture of modern life.
Between The Lines: Have you sat down and done literally nothing lately?
A growing number of people are posting time-lapse videos of themselves sitting in silence, often with a visible countdown timer on their computer for accountability.
One creator, Wing Toh Wong, filmed himself sitting on a plastic stool, leaning against a door for eight hours, per The NYT.
The goal for many creators is to increase their time every day, hoping to get more and more acclimated to… well… the boredom.
Daydreaming: So, does rawdogging boredom actually work? A majority of neuroscientists, psychologists, and sociologists agree that the dopamine rush of notifications and the constant connectivity of social media have cratered our concentration. The ability to get a hit of empty-calorie gratification from TikTok- or Instagram-fueled distraction leaves little space — or time — for creative thought. It also makes us restless about not maximizing every moment of the day, pushing us toward productivity hacks that keep us checking off an endless list of superficial tasks.
Granted, James Danckert, who runs a “boredom lab” at the University of Waterloo in Canada, says that simply reading a book or finding an analog hobby is probably enough to reclaim your attention… you know, for those who might find rawdogging too hardcore.
Prediction: Hobby culture is already coming back with a vengeance… now it may become a wellness necessity.
Together with Creator.co
From Invisible To Irresistible: How UGC Helped This Brand Pop Off The Shelf
What if the biggest unlock for your CPG brand isn’t a packaging refresh or a promo blitz — but creators telling the story your audience actually wants to hear? That’s exactly what happened when this everyday grocery staple shifted from traditional ads to a creator-led, UGC-powered strategy built for scale.
Instead of pushing polished product shots, the brand activated creators across food, lifestyle, and everyday routines — pairing premium gifting with seasonal moments and culturally relevant hooks. The result wasn’t just content; it was momentum. Snack boards, game-day recipes, self-care rituals, and kitchen-counter creativity started taking over feeds, delivering 560K+ views, 247K reach, 9K likes, 2K saves, and $58K EMV — all from authentic storytelling that felt like discovery, not advertising.
More importantly, it became repeatable. Mid-tier creators expanded visibility. Micro-influencers added warmth and trust. And with Creator.co managing recruitment, briefs, and delivery, the brand built a scalable content engine — everything from 71K-view recipe videos to 600+ saved snack hacks. As one marketing leader put it, “The team is accessible, easy to work with, and provides frequent updates — all our data was right at our fingertips.”
When UGC becomes the heart of your strategy, your product stops blending in and starts belonging in the lives (and carts) of your consumers.
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Today’s email was written by David Vendrell.
Edited by Nick Comney. Polled and Copy-edited by Kait Cunniff.
Published by Darline Salazar.