I'm sure you have experienced the annoying situation of someone sitting near you in a movie theater with their eyes glued to their phone. The bright light and incessant scrolling can drive you crazy. Or what about when you're trying to tell a friend a story but they won't look up from their laptop. Do you ever find yourself scrolling through Facebook cooking videos while you're binging a show on Netflix?
The first conclusion you may jump to is that our attention spans are shrinking. This is false. The real culprit is the massive amount of high-quality content that we have to choose from. All of this content is competing for the same amount of attention from us. Twenty years ago we didn't have streaming services with thousands of shows, movies, and music to choose from. We are essentially in information overload and will only dedicate our attention to the best content we can find. This is why we scroll through social media while we are watching a movie that bores us - the content on our phone is more attractive to us.
To get a glimpse of how much media is competing for our attention, watch our video below:
So what does this mean for marketers? You need to be creating the type of high-quality content that grabs your audience's attention and keeps it. As more and more content is being put online, the amount of attention people are willing to dedicate to your content is dwindling. One of the most important aspects is video. The video content you put out has to be visually striking and keep the audience interested throughout the entire length of the video - not just the beginning or the end. This will lead them to your CTA and make them more likely to respond to your CTA. If you don't do this, your audience will click away to a more entertaining video. To learn more about creating attention-worthy video content download our free ebook by clicking below!