Video impressions less than two seconds long can deliver 38% of brand recall, 23% of brand awareness and 25% of purchase intent, as per a cited Nielsen study.
Access to too much information, increasing internet usage and the influence of social media are contributing factors to shrinking attention spans globally. The average attention span of a human is now eight seconds as opposed to 12 seconds in 2000.
Social media in particular “has the most potential to rapidly exhaust the individual’s attention resources”. Brands looking to get consumer attention on social media should ensure that posts have an early hook and are based on only one main idea.
In textual pieces, use graphics, colourful visuals and examples. Create “snackable” content to capture audience attention. Repurpose posted content into multiple formats like videos, GIFS and memes to attract audience attention.
[6 minute read]