The notion that attention spans are shrinking has become a widely accepted belief, particularly in the realm of marketing content creation. It’s not uncommon to hear phrases like, “Keep it under 2 minutes because attention spans are getting shorter,” in pre-production discussions. However, I argue that this belief is a misinterpretation of data and fails to capture the full picture.
Contrary to popular belief, we live in a world where binge-watching entire TV series and spending hours on video games and social media platforms is the norm. From the allure of Netflix marathons to the captivating narratives of lengthy series like Breaking Bad and Game of Thrones, we find ourselves engrossed in content for extended periods. If attention spans were truly diminishing, how do we explain this phenomenon?
I propose that attention spans themselves haven’t necessarily shortened; rather, it has become increasingly challenging to capture and maintain people’s attention due to the abundance of choices available to us.
Blaming short attention spans on the audience overlooks a crucial factor—the quality of the content itself. Instead of faulting viewers, we should focus on improving the content we create.
This shift in perspective opens up new avenues for enhancing engagement. Take, for example, the importance of first impressions. Whether in person or through content, the initial moments are crucial. By generating intrigue and delivering on promises swiftly, we can hook our audience’s attention effectively and begin engaging short attention spans. However, it’s essential to ensure that the intrigue created is backed by substantial value. Clickbait-style tactics can work if they lead to valuable content, but misleading headlines only lead to disappointment.
Drawing parallels from television, we can employ techniques like starting with dramatic clips or ending with cliffhangers to keep viewers engaged. The key takeaway is to grab attention quickly and provide enough value upfront to compel viewers to stay invested.
In marketing content, especially videos, every second counts. If the opening fails to captivate, it’s best to discard it and find a more compelling approach. By prioritizing intrigue and value, we can guide audiences on a journey of engagement and ensure that our content resonates with them effectively.
