Keep It Concise on Digital.
November 20, 2015
Todd Henderson

Keep It Concise on Digital.

I’m hopeful that you even make it through this first sentence! Believe it or not, scientists claim a goldfish has a longer attention span than a human. While that sounds crazy, think about how long it takes before you get bored of reading a paragraph.

So what does this mean from an advertiser’s perspective? There are small windows of opportunity to grab attention. Make it best practice to say what you need in the shortest and most concise way possible. We all find ourselves over explaining in the fear that we may miss something in the message, but it won’t matter if you loose the user before they even make it through your piece of content!

Consider this:

  • The average attention span in 2000 was 12 seconds 1
  • This year (2015) the average attention span has dropped to only 8.25 seconds 1
  • 55% of web page views get less than 15 seconds of attention 2
  • Every 60 seconds on Facebook: 510 comments are posted, 293,000 statuses are updated, and 136,000 photos are uploaded. 3

The next time you’re creating a piece of content to be consumed through digital media, be strategic in your words. Spare the less important details. The viewer will research further if your core message resonates.

So in the spirit of the topic, the end.