Someplace behind your thoughts, you most likely bear in mind studying not less than one article saying that our consideration spans are all the way down to a “mere 8 seconds” — or “lower than a goldfish”.
Whereas it sounds catchy, it’s not that straightforward. It’s straightforward to leap to conclusions and get swept up within the clickbaity narrative, however the analysis on human consideration spans isn’t so clear reduce.
In actual fact, some scientific research appear to level within the utterly other way — people have an unlimited capability for consideration.
Our Drawback is Not Consideration — it’s Distraction
The core challenge isn’t a scarcity of consideration — it’s the multitude of distractions competing for our focus. The trendy consumer’s consideration hasn’t grow to be scarcer, it’s simply unfold thinner.
The rising reputation of platforms similar to TikTok, Instagram, and YouTube Shorts could give the impression that our consideration span is declining. However the actual challenge is that we’re more and more having to navigate a sea of rapid-fire, bite-sized, infinity properly content material that’s algorithmically engineered to hook our curiosity.
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On this setting, the problem for manufacturers and entrepreneurs isn’t merely to seize consideration, however to carry it — and use narratives that rise above the clamor as an antidote to distraction.
Lengthy-form Content material isn’t Going Away
There’s a wealth of proof suggesting that long-form content material will not be solely surviving however thriving.
Lengthy-form articles are one instance. They usually outrank shorter counterparts and are often rewarded with extra social shares and hyperlinks. This means that audiences are participating with it, valuing it, and sharing it inside their networks.
Podcasts, too, are extra widespread than ever with Australia main the cost, not too long ago having overtaken the US because the world’s greatest podcast-listening nation. Prolonged, detailed discussions are in our earbuds, consumed on our commutes and through our lunch breaks. This content material isn’t bite-sized — it’s substantial, and its reputation is rising.
Anecdotal proof additional demonstrates this level. Have a look at the standard American viewer who’s completely able to devouring half a season of their favourite TV present in a single day. In a means, our binge-watching tradition itself dispels the parable of an 8-second consideration span.
Measuring Model Engagement in Hours, not Minutes
With regards to model engagement, the enjoying discipline between long-form and short-form content material isn’t level. Let’s evaluate a 30-second TikTok with an hour-long branded podcast:
- A branded TikTok video of 30 seconds period, with 10,000 views, and a mean video completion charge of 62% creates 52 hours of consumer engagement.
- A branded podcast of half-hour period, with 1,000 listens, and a mean episode completion charge of 75% creates 378 hours of consumer engagement.
So at a macro level, successfully executed long-form content material will generate exponentially extra engagement than short-form content material (and sometimes, it may possibly obtain these outcomes at a fraction of the fee).
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Let’s delve deeper into the information. We not too long ago analyzed over 4.5 million consumed minutes of podcast efficiency knowledge from 6 years of our consumer podcasts. We discovered that:
- The typical completion charge of long-form branded podcast content material was 75.54%
- The typical pay attention period per session was 22 minutes and 26 seconds
That’s 22 minutes of brand name engagement at a time, per consumer, per listening session. It’s unimaginable if you evaluate that to producing some 20-second TikToks. And it’s rather more model depth than a 30 or 60-second advert spot on radio/TVC/pre-roll/and many others.
In fact, short-form video and promoting have their place. These channels are nice for producing consciousness and attain, and even as a technique to remind clients about your model.
However for producing true engagement along with your followers and clients, well-crafted long-form content material reigns supreme.
The Secret Lies in Telling Compelling Tales
The reality is, individuals are able to focusing intently on one factor for prolonged durations. However you need to craft one thing that’s participating and significant.
For long-form content material, nice storytelling isn’t simply a bonus — it’s a prerequisite.
I’ve seen first-hand that storytelling isn’t an innate talent for a lot of manufacturers; it’s an artwork that should be nurtured and developed. Creating content material that not solely attracts in an viewers, but in addition maintains their curiosity, includes understanding the viewers’s needs and wishes, the narrative construction, and weaving a compelling model message into the medium.
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That’s why once we work with a model to launch and produce their podcast, we put additional effort into serving to them unlock their storytelling potential. It takes time to discover ways to craft narratives that don’t simply sell a services or products, however as a substitute construct a significant connection along with your clients and followers.
When executed proper, nice storytelling has the ability to really captivate an viewers and rework brand-customer relationships. And nothing does this higher than well-crafted long-form content material?
