Human attention span and why you should pay attention to it

What is the human attention span? The average human attention span is often cited as being around 8 seconds.

To keep it simple we can forget the extra 0.25 seconds and let’s keep it simple and say 8 seconds. Over the last few decades people’s attention span has been shrinking fast.

We’re bombarded with information from all directions, vying for a precious few seconds of our focus. It’s like a digital tug-of-war, with marketers desperately trying to capture our attention. But what exactly is this elusive “attention span” we speak of? Simply put, it’s the amount of time we can focus on a single task without getting distracted.

We’re constantly flitting from one shiny object to the next, leaving marketers scrambling to keep up. How do you keep people engaged long enough to deliver your message and inspire action? The answer lies in understanding the science behind attention and adapting your strategies to this new reality.

Remember those lazy afternoons spent engrossed in a book, or the hours dedicated to mastering a new skill without a single distraction? Those days seem like a distant memory in today’s hyper-connected world, where our attention is constantly pulled in a million different directions.

Once upon a time, the average human attention span was a respectable 12 seconds. But thanks to the relentless onslaught of notifications, social media feeds, and endless streams of content, that number has plummeted. Recent studies suggest the average attention span now hovers around a mere 8.25 seconds – even shorter than the attention span of a goldfish!

This digital dilemma has profound implications for marketers and content creators. With attention spans shrinking faster than a cheap sweater in the wash, capturing and holding your audience’s focus is more challenging than ever.

A 2023 study by HubSpot revealed that a staggering 55% of viewers skip ads as soon as possible. You need to create content that’s instantly engaging, visually appealing, and delivers value in a matter of seconds.

The stakes are high, if you fail to capture attention quickly, your audience will simply move on to the next shiny object in their feed. But if you can master the art of grabbing and holding their focus, you’ll unlock a world of opportunities to connect, educate, and convert.

Our brains are incredible machines, capable of processing vast amounts of information every second. However, they’re also notoriously selective, filtering out the irrelevant and focusing on what matters most.

This selective focus is what we call attention, and it’s a complex interplay of cognitive processes that determine what we notice, remember, and respond to. At the heart of attention lies the brain’s prefrontal cortex, the command centre responsible for decision-making, planning, and focus.

This region works in concert with other brain areas, such as the parietal lobe, which helps us orient our attention in space, and the limbic system, which processes emotions and assigns value to different stimuli. Several factors influence our focus and attention.

Emotions play a crucial role in our attention span, as our brains are naturally drawn to stimuli that trigger strong emotional responses, whether it’s excitement, fear, or joy.

Novelty also grabs our attention, as our brains are wired to seek out new and unexpected information. Relevance is key – we’re more likely to pay attention to things that are meaningful or connected to our current goals or interests.

Start your video with a relatable, slightly awkward scenario that your audience instantly recognizes. This could be a common pain point, a frustrating experience, or a humorous observation about everyday life.

In a world of polished perfection, a touch of awkwardness can be incredibly refreshing and disarming. It breaks down barriers in your attention span, establishes a connection, and makes your brand feel more human and approachable.

Instead of bombarding viewers with information right away, let the visuals tell the story. Open your video with a captivating sequence of images, animations, or even a simple action that piques curiosity and sets the stage for your message.

Silence can be incredibly powerful. By removing the distraction of dialogue, you force viewers to focus on the visuals and create a sense of anticipation for what’s to come. It’s a bold move that can pay off big time in terms of capturing attention.

On platforms like LinkedIn, silent videos are 70% more likely to be watched until the end, and X has also seen up to 28% longer view time for sound-off videos.

Instead of following the predictable that don’t help with attention span intro-problem-solution formula, shake things up with an unexpected twist. This could be a surprising visual, a humorous punchline, or a thought-provoking question that challenges viewers’ assumptions.

Our brains crave novelty and are naturally drawn to things that break the pattern. By disrupting expectations, you create a sense of intrigue and encourage viewers to stick around to see what happens next.

Start your video with a bold, attention-grabbing statement that challenges the status quo or piques curiosity. This could be a controversial opinion, a surprising statistic, or a provocative question that sparks debate.

Bold statements create a sense of urgency and make viewers feel like they’re missing out on something important. It’s a great way to cut through the noise and establish your brand as a thought leader in your industry.

Instead of simple product promotion or services, show it in action. Use real-life examples, customer testimonials, or behind-the-scenes footage to demonstrate the value and impact of your offering.

People connect with stories and experiences more than abstract concepts. By showcasing real people and their interactions with your product, you make your brand more relatable and trustworthy.

Capturing initial attention is just the first battle; the real challenge lies in keeping your audience glued to the screen until the very end. Here’s how to ensure your videos don’t just start with a bang but also finish with a flourish.

Vary the pace of your video to keep things interesting. Intersperse fast-paced action with moments of reflection or slower-paced explanations. Use cuts, transitions, and music to create a sense of rhythm and flow that keeps viewers engaged.

Monotonous pace can lull viewers into boredom, while a constantly frenetic one can overwhelm them. By varying the pace, you create a dynamic viewing experience that keeps the brain stimulated and prevents viewers from zoning out.

Inject humor into your videos through clever wordplay, unexpected visuals, or relatable situations. Humor not only grabs attention but also makes your content more memorable and shareable.

Laughter releases endorphins, creating a positive association with your brand. Humor also humanizes your content, making it more approachable and engaging. Remember, a good laugh can go a long way in building a connection with your audience.

End your videos on a cliffhanger or with a thought-provoking question that leaves viewers wanting to know more. This creates anticipation and encourages them to seek out additional content or take action.

Cliffhangers tap into our innate curiosity and desire for closure. By leaving your audience wanting more, you create a sense of urgency and increase the likelihood that they’ll continue engaging with your brand.

Don’t just focus on entertainment; ensure your video provides tangible value to your viewers. Offer practical tips, actionable insights, or exclusive information that they can’t find elsewhere.People are more likely to invest their time in content that offers something of value.

At least 44% of viewers prefer to learn about a product or service through a short video and 86% of US viewers say they use YouTube to learn new things. By delivering on your promise and providing useful information, you establish your brand as a trusted resource and build loyalty among your audience.

Don’t leave your viewers hanging at the end of your video. Include a clear and concise call to action that tells them what to do next. Whether it’s visiting your website, subscribing to your channel, or downloading a resource, make it easy for them to take the next step in their journey with your brand.

A strong CTA gives your viewers a sense of direction and purpose. It eliminates any confusion and guides them towards the desired action, increasing the likelihood of conversions and engagement.

Attention is the ultimate currency, so capturing and holding onto it is no easy feat. But as we’ve explored, understanding the science behind attention and adapting your video marketing strategies accordingly can make all the difference.

From embracing the awkward to crafting cliff-hangers and delivering value, these tactics empower you to create videos that cut through the noise and leave a lasting impression. So, ditch the boring and embrace the bold.

Tell captivating stories, experiment with unexpected visuals, and always remember to leave your audience wanting more.At Creamy Animation, we’re passionate about helping businesses harness the power of video to capture attention and drive results.

Our team of creative storytellers and animators specializes in crafting explainer videos that educate, entertain, and inspire action. Ready to take your video marketing to the next level? Let’s chat and see how we can bring your brand’s story to life in a way that’s as unforgettable as your favourite animated film.

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