The lightning pace of the digital world has made it increasingly difficult for us to hold concentration. In fact, a study recently released by Microsoft Corp. reveals that the attention span of the average human has fallen to about eight seconds — yikes, less than the common goldfish!
In this same study, which surveyed 2,000 people and tracked the brain activity of 112 others, 77% of mobile users aged 18 to 24 agreed with the notion, “When nothing is occupying my attention, the first thing I do is reach for my phone.”
It’s true the mobile age has brought with it shorter attention spans, but along with these statistics comes a new opportunity for brands to develop short, impactful content that makes a lasting impression on consumers.
So how do we use this short time span effectively? Here are five examples of excellent eight-second content:
1. Hermès
Number one on our list is French luxury brand Hermès. Their content is not only visually stunning, but it captures the essence of the lifestyle company within seconds! Although brief, Hermès’ posts are able to evoke a sense of mystery, drawing in their audience and creating wonderment among followers. What makes Hermès successful is an interplay between good imagery and good branding.
2. Staples
A video posted by Staples (@staples) on
Okay, an office-supply store may not be as glamorous as high fashion, but hear us out! Staples knows how to capture the attention of their audience through reliability and playfulness. Their use of stop motion and colorful displays provide quick visuals of the product while simultaneously making office supplies seem fun and whimsical.
3. Buzzfeed Tasty
Nowadays, it’s impossible to scroll through your Facebook feed without finding at least ONE recipe video. Buzzfeed Tasty provides quick and deliciously enticing examples of how to capture the short attention spans of their audience. In seconds, viewers can learn a whole new recipe to try at home (whether they actually make it is another story). So why are viewers increasingly captivated by these recipe videos? The reason is simple: everyone eats, thus this is the perfect “snackable” content.
4. Taco Bell
Taco Bell was one of the earliest brands to engage with its younger audience using Snapchat, now with almost 200,000 followers. They are able to take viewers through the Taco Bell experience within seconds – literally. One click will take you through a day in the life of a TB customer, from waking up hungry to getting your order at the drive-thru, digitally placing people in the shoes on the consumer before they even consume!
5. The White House
“I want to know if my hair is just like yours” “Touch it, dude!” #ObamaAndKids
A photo posted by The White House (@whitehouse) on
The White House, believe it or not, has some of the most effective social media content. Their Instagram displays candid and precious moments from inside the walls of the most guarded building in the the U.S., and they’ve even made use of Snapchat, following the President and First Lady on their travels around the word. Speaking of FLOTUS, did you know she’s the reason the ban was lifted on taking photos within the White House? You can thank her for the funny family moments, photos of the White House pup, and President Obama showing off his inner child.
What are some of your favorite small bites of attention-grabbing content? We want to know — comment below!
Metter Media LLC is a Boston-based social media management company that implements community-based, localized social engagement strategies for small businesses and corporations alike. Need help with your social media? Email Lauren today.
