Be More Vinyl

As content becomes cheaper, attention is now more expensive. The old digital marketing playbook seems to be disintegrating. Algorithms kill organic social reach, make it harder to be discovered by search without putting a paid thumb on the scale, and suppress our email marketing messages, making things just a bit tougher.

While some marketers reach for synthetic content, generated and delivered at scale by AI to flood the zone, there is a view that we cut through all this by showing our human side.

So far, all very familiar, and to assuage this AI and digital angst, we are told:

“Don’t worry, people still buy vinyl”.

And sure enough, the BBC reported earlier this month that, according to the Digital Entertainment and Retail Association (ERA), it was a bumper year for vinyl sales, with sales increasing by 10% in 2025 over 2024.

So, should we be more vinyl?

In a world optimised for instant and seemingly infinite choice in digital consumption, vinyl asks more of you; you have to choose it, handle it, slow down, and enjoy its imperfections. This friction changes the relationship with the content and the artist.

In B2B marketing today, we are driven to remove any friction, make it easier, faster, scalable, and automated, all accelerated by AI to create experiences that are perfectly fine but instantly forgettable.

Low friction is great for reach and velocity, but vinyl's high friction creates fans.

So, how do we be more vinyl?

Vinyl is physical

Vinyl has weight, texture, presence; it’s a real thing.

In our marketing, we should lean into in-person events, exclusive dinners, workshops, roundtables, and getting out of the office or off Zoom and visiting customers.

If someone shows up physically, they’ve crossed a threshold from a quick impression or view to engaging with committed time and attention.

Vinyl requires effort

Playing a record is a deliberate, intentional choice, not something that you put on to play in the background.

Our opinionated point of view, long-form content, webinars that keep their screen focused, and research that requires a decent read, are our marketing equivalent for a buyer making a deliberate choice to engage.

Making that choice shows intent; they are raising their hands.

Vinyl doesn’t optimize for convenience

Spotify or Apple Music are perfect for music discovery and sharing, but vinyl is a sign of commitment and devotion.

In marketing, we need to tread that fine line, leverage the convenience and discoverability of social channels, and use generative AI to guide our audience toward a higher-friction experience that deepens the relationship.

We can’t be vinyl everywhere, but we need to know when to stop optimizing for convenience.

Vinyl is for the fans

The mistake many teams make is trying to scale intimacy. Vinyl reminds us that some of the most valuable marketing moments are intentionally unscalable.

Anyone can doomscroll your AI-generated social posts, but few will click through. Fewer people will read your thinking or stay engaged during your webinar. Even fewer will show up in person and invest time in you.

If someone engages with your vinyl, accepts the friction, they are no longer a lead; they are becoming a fan.

So, yes, be more vinyl.