Photo by Rumeysa Demir
When I started my 2025 summer as an NISM Social Media Strategist Intern, I didn’t expect to leave with an unofficial superpower. But as the internship wrapped up, I was honored (and a little amused) to receive the “News & Trend Tracker” award from my mentors, a recognition for being the intern most tapped into marketing news, social media trends, and general digital buzz.
My response? “So basically, I’m the chronically online intern.” We all laughed, but afterward, I thought about that phrase for a bit.
If you’ve spent any time on the internet lately, you know that “chronically online” isn’t always said with love. It’s often used to describe people who are a little too tuned in; overanalyzing TikToks, spiraling down niche drama rabbitholes, and reporting absurdly high screentime hours. But as a marketer, being chronically online isn’t a flaw. It’s a massive advantage.
In fact, I’d argue that staying plugged in can give marketers an edge most brands are still trying to figure out. So in this blog, I’ll break down what “chronically online” means, how it can be harnessed as a marketing strength, and some of the tools and accounts I used throughout the summer to stay ahead of the curve (without losing my mind).
What Does It Mean to Be “Chronically Online”?
The term “chronically online” has become a fixture in internet slang. According to Brandwatch, it refers to individuals who are constantly engaging with and immersed in online culture, to the point that their understanding of the world is deeply influenced by the internet. While that might sound excessive, it’s also exactly the kind of behavior that helps brands stay relevant.
Being chronically online, to me, means that:
- You’re constantly seeing social shifts and the creation of new slang.
- You’re on the ground floor of a trend, noticing the patterns before they hit the mainstream.
- You’re immersed in digital communities, understanding them in a way that can’t be faked.
For marketers, this knowledge isn’t just noise: it’s idea fuel. Now more than ever, consumers want content that feels authentic, culturally in-tune, and fast. Being too slow or tone-deaf isn’t just a mistake anymore, but a missed opportunity. That’s where “chronically online” behavior wins out: you’re there for the moment as it’s happening, being able to authentically connect and create as the moment unfolds.
Using Chronically Online Behavior in Marketing Strategy
In his interview with The Webby Awards, TJ Kiely, Director of Global Content & Corporate Programs at Meltwater, emphasized how important it is for marketers to take chronically online behavior seriously:
“These micro trends may seem absurd at first, but they’re very real and very influential when it comes to engaging younger audiences. They may be born in a vacuum, but eventually these trends bleed into broader pop culture.”
What might start as an inside joke in a niche online community can quickly shape consumer behavior, brand language, and even ad creative. The key for marketers is to recognize when something is gaining traction before it becomes stale or overused.
The NIM article on influencer marketing further illustrates this. Today’s online consumers, especially Gen Z, are constantly engaging with creators who are also chronically online. These influencers set the tone for trends, inside jokes, and buying behavior. Marketers who ignore that digital fluency risk sounding outdated before their post even goes live.
When I was creating content during my internship, I was constantly referencing breaking marketing news, trending video formats, or tapping into conversations that were just starting to take off.
How to Stay Updated (Without Doomscrolling Into Oblivion)
Now, being plugged in doesn’t mean you need to be on TikTok 12 hours a day (please don’t). There are plenty of strategic, time-saving ways to keep up without burning out. Here are some of my favorites:
Newsletters
Newsletters are great sources for batch news, right in your inbox. Here are a few I check regularly:
- Marketing Beast by Mischief @ No Fixed Address: Weekly advertising and marketing takes with a sharp voice.
- The Ampersand by Yes& Agency: A quarterly review of marketing topics and strategic insights to elevate your next campaign.
- DTC Newsletter: Daily throughout the work week, covering trending marketing moves and brand cases studies.
Pro Tip: If you want to avoid cluttering your inbox, try out LinkedIn Newsletters!
Marketing & Ad Industry Publications
These are goldmines for campaign breakdowns, trend forecasting, and industry commentary. The big three are:
Some articles require a subscription, but even if you can’t access the full article (curse you, paywalls!), scan the headlines and plug the topic into Google to see if another free publication covered it.
Trend Watch & How-To Accounts
If you’re making short-form video content (like I did for NISM this summer), you need to follow creators who analyze trends as they happen. All three of my favorites for this you can find on TikTok:
These accounts help you skip the guesswork when creating content for platforms like TikTok and Instagram Reels.
Your Audience
Want to know what matters most to your followers? Ask them! Listen to their comments, check which posts get saved or shared, and tune in to the conversations they’re already having.
Not sure where to start? NISM’s webinar on Social Listening is a great deep dive into using online chatter to your strategic advantage.
Conclusion
Being chronically online isn’t about living on the internet, but about understanding the internet’s role in shaping culture, conversation, and consumer behavior. It’s knowing what the “vibe shift” is before the media catches on. It’s noticing that a meme is rising before it peaks. It’s caring about the micro before it becomes macro.
But like any superpower, it needs balance. Taking breaks is essential. Your brain (and your For You Page) will thank you. If you’re looking for help on that, I highly recommend NISM’s webinar on Protecting Your Team’s Mental Health.
To Jennifer Radke and Celeste Russell, thank you for letting me use my “chronically online” skills for good. This summer has proven that internet fluency is a strategy. Now let’s hope more marketers start treating it like one.
Now, go scroll with purpose!
P.S.
Not to toot our own horn, but NISM is also a great resource to keep up with all of your marketing need-to-knows. From our LinkedIn feed to our webinars, we’re always covering marketing trends and news Social Media Strategists need to harness their superpower.
Author Bio:
Kassity Lee was a 2025 Social Media Strategist Intern at the National Institute for Social Media. A senior at Southern Illinois University Carbondale, Kassity is a dual Marketing and Journalism major with a specialization in Advertising. Kassity is passionate about marketing strategy and utilizing the power of human truths to craft effective campaigns. In her free time, Kassity can be found hanging out with her cat Bug, playing video games, and occasionally catching a local basement show with her friends. You can find her on LinkedIn here.
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