“A goldfish has a longer attention span than a person.” This was the most frequently cited finding of a 2015 Microsoft study that triggered a wave of articles in the popular press about dwindling attention spans (for the record, according to the study, a goldfish has an attention span of nine seconds, a human only eight seconds). And this statistic had a ripple effect.
Satya Nadella, CEO of Microsoft, contends the “true scarce commodity is increasingly human attention.” And how do you gain attention? Tailored and relevant messaging to break through the clutter. In the public relations and communication industry, we use storytelling. “Storytelling” is one of the most used and overused terms in the field. To tell a brand’s story, companies often create “snackable” videos to placate these shortened attention spans (especially with the Gen Z and Millennial generations). Breaking through the noise to capture attention is one of the challenges of the profession.
But should we be worried about dwindling attention spans? No, we shouldn’t. While getting attention can be a challenge, sustained attention can be accomplished—if the content is compelling—and there are data to prove it. Video-on-Demand and streaming services can capture attention as evidenced by these Netflix statistics:
- 70 percent of users binge-watch shows
- The average viewer watches around two hours per day when they are trying to complete a season of a series
- The average person takes five days to complete the first season of a binge-watched series.
- Exposition: background information, introducing the characters, setting the scene
- Rising action: Conflict percolates, tension is introduced
- Climax: Turning point, the impact could be for better or worse for the character(s)
- Falling Action: Conflict begins to resolve
- Denouement: Story ends, conclusion, the result is typically a tragedy or comedy
