Attention is scarce, but you can still earn It

In a world teeming with distractions, attention has become as valuable as gold. Brands fiercely compete for it, yet ironically, their tactics often shorten our attention spans. We're reprogramming our brains for bite-sized content. This article explores how to harness attention wisely, employing techniques that social media platforms have mastered over the years, but applying them towards meaningful, positive objectives.

Attention is being stolen, not just shortened

According to Professor Gloria Mark, an expert in attention studies, our screen-based attention span has plummeted from an average of 150 seconds in 2004 to just 47 seconds in 2022. A widely cited Microsoft study even claims our attention span is now shorter than that of a goldfish (8 seconds), though this research faces criticism for its questionable data.

As Johann Hari argues in Stolen Focus, it's not our willpower that's failing, it's the system that constantly interrupts us. Attention is being stolen because our distractions are monetised. So, the pertinent question isn't, "How do we extend our audience's attention span?" but rather:

How do we create conditions that encourage people to focus on your story?

Is there truly a universal attention span? Not really, it's different for everyone. Personally, I'm fascinated by this topic because, due to my ADHD, my attention sometimes shifts faster than I can track. Yet, even I can watch a 90-minute film if it's engaging. You can train attention, too. Consider noting each time you pick up your smartphone to build awareness, or practising meditation.

At our company, Intractive, we focus on deploying attention effectively. We don't view social media as the enemy but rather as a source of inspiration. These platforms are massive attention magnets, and we spend hours on them daily. They employ clever tactics:

These platforms achieve their goals, albeit by making you addicted, hijacking your attention, and profiting from it. However, we can learn from this goal-oriented design. The aim shouldn't be to hold attention for as long as possible but to assist users as effectively as possible. You need to earn attention.

With the rise of AI, we can expect an increasing flood of information. Yet, AI will also distinguish between valuable and worthless content. All the more reason to pay attention to the content you share.

Four objectives with four approaches to earn the right attention

Often, communication efforts pursue multiple goals simultaneously, reducing effectiveness. We recommend first clearly defining your objective before you begin. We identify four primary goals:

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1. Want to inform?

Make it quickly scannable. Think like a user: they scroll, scan, and seek recognition. Use clear titles, content hierarchy, and multiple pathways to information. Help the user achieve their goal, not yours.

2. Want to engage?

Build positive associations. Let users discover your beliefs in a playful and humorous manner. Create a format that fosters recognition, and assume they won't see or read everything, as long as they gain a positive impression. Provide people with the feeling that they have the freedom to choose. Autonomy is crucial for long-term engagement.

3. Want to educate?

Encourage active participation. Active interaction is more effective than passive consumption. Be comprehensive in your information and use vivid examples. Allow users to make choices and ask questions to reinforce important information. Present it in the right context, where people are open to deeper understanding.

4. Want to convert?

Get to the point quickly. Demonstrate within seconds what the benefit is. Many social media ads excel at this: the value proposition is immediately clear. Apply that principle, but with integrity. Consider interactive job postings, demos, or personalised onboarding experiences.

Conclusion: Not more attention, but the right attention

We live in an era of information overload. Yet, people remain curious, eager to learn, and seek meaning. The Attention Economy Podcast aptly states: we must shift from grabbing attention to guiding it.

This requires smart design, compelling storytelling, and respect for your user's time. Apply principles from behavioural psychology and social media within a format that effectively conveys your story. Whether it's recruitment, onboarding, or education, it should be enjoyable for both the user and the creator.

Want to see how we do this with our interactive storytelling platform? Click here for our demo story.