Copywriting in 2025: How to beat AI and short attention spans

What’s the secret to copywriting in 2025?

How to beat AI and short attention spans by writing with purpose and intent.

Copywriting was never easy—with scatter-brained know-it-all clients—but lately it feels that things have gone up to 11. AI is cranking out copy faster than Hunter S. Thompson on methamphetamine, and human attention spans have shrunk to those of a gnat.

But let’s take a moment to be positive. Amidst the foul-smelling sludge of recycled jargon and repetitive content, there is still the chance to stand out—and diamonds sparkle brightest against the dark. So don’t try to outdo the AI by dosing on Adderall, stand back, take a breath, and focus on what truly matters: saying something real. Be human.

Back in November, we published an article discussing the use of copy in the Tech industry. The general gist was that the big tech companies love to use buzzwords but don’t fully understand how words work. So, in the end, their copy doesn’t actually tell you anything about the brand’s identity nor the purpose of the services they’re pushing.

As we watch this particular industry verge on an ebb, there’s hope that fresh copy will emerge from these big tech companies, offering us deeper insights into the products they’re selling.

Clear, meaningful language could not only help rebuild trust with their audiences but also redefine how they communicate value. It’s an opportunity for these companies to move away from hollow jargon and instead craft narratives that resonate, educate, and inspire.

It’s not just the tech industry that is suffering from writer’s block. We see it everywhere – copy that lacks purpose and intention.

Let’s hope that 2025 brings us a fresh lease of copywriting.

AI Copy

AI seems to be the main topic of conversation whenever copywriting is brought up. The Founder of Copywriter Collective, Jack Stafford, had put it simply in their Christmas card:

“Many clients have used AI to come up with concepts and copy… but fortunately, many have come back a little later when they’ve realised it’s not all it’s cracked up to be.”

It’s true, ChatGPT, Deepl and all the other AI software out there just doesn’t deliver the ‘umph’ that makes good copy worth reading.

That being said, AI is a wonderful tool to help smooth out the wrinkles in your copy, not to mention, it saves so much time during the research process. Check out our article on AI we published back in January 2024 where we discuss how AI can assist you in your writing process.

Short Form Copy or Micro Copy

Less is more when it comes to copywriting in 2025 and we have the numbers to back it up.

That’s right, research indicates that human attention spans have been declining in recent years. A study by Microsoft found that the average human attention span decreased from 12 seconds in 2000 to 8 seconds in 2013.

Additionally, a 2023 survey revealed that 49% of respondents felt their attention spans were shorter than before, with only 23% disagreeing.

Micro copy is memorable taglines, app or push notifications, social media captions, or bio descriptions. The content has to be clear, concise copy that packs-a-punch. It may not seem like alot but it is pretty much essential in keeping our audience’s attention.

Visual Storytelling

Video content creation seems to be on the up-and-up. Moving into 2025, there’s no sign of this medium slowing down anytime soon. Wyzowl’s State of Video Marketing Report reveals that 88% of marketers credit video with generating leads, while 78% say it has directly boosted sales.

So, as the world is spending more time watching videos, the copywriting industry is moving more into creating relevant video script and narration to accommodate the high demand that has come with this shift.

If script writing is something that sparks your interest, do a little research and take note of the narrative. Particularly in explainer videos and live streams where brands and products are being promoted. Take note of the turn of phrase, the hooks and the language used. From there, practise writing scripts for any product or brand.

Outdated Practices to Avoid

And with that, let’s be reminded of some of the outdated copy practices that no longer works for us:

Keyword Stuffing

This tactic of keyword stuffing has been poo-pooed many times before. But as search engines are becoming increasingly more efficient, keyword stuffing has become more obsolete than ever before. In fact, Google’s algorithm updates have now made it that this outdated SEO tactic can harm your search ranking. 2025 is all about high-quality, informative and interesting copy that’s actually worth reading.

Article Spinning

Article spinning is when “copywriters” use automated tools to reword articles in an attempt to create multiple pieces with no effort. The content lacks originality and value for the readers, leading to low engagement and regurgitated cyber junk floating around the internet. Thankfully, the search engines are more clued up on this tactic and can easily detect and penalize websites for churning out this duplicative or low-quality content.

Overuse of Internal Links

Do you find the blue, underlined sentences in an article quite distracting? It can disrupt the natural reading flow, making the content feel clunky or overly promotional. Readers are less likely to stay engaged if links are forced into every paragraph without adding genuine value. These internal links should be placed strategically and with intention. They should guide the audience seamlessly without overshadowing the article’s narrative. Fewer, more meaningful links create a smoother reading experience and maintain the writer’s credibility.

As we embrace the challenges of copywriting in 2025, the key to impactful copy lies in blending purpose, clarity, and human connection. Whether you’re crafting micro-copy or video scripts, remember—authenticity wins every time. Ready to transform your copy? Let’s make 2025 the year of meaningful communication.”