Marketing to Goldfish

In recent years, a lot of articles have been written about our dwindling human attention span, which now stands at a purported eight seconds.

Apparently, that’s less than a goldfish, which has an attention span of nine seconds.

So what does this mean for advertising? Are 30-second TV spots worth it anymore if consumers (especially über-connected millennials and Gen Z-ers) now tune out after a mere eight seconds? Yes, yes they are. Because the real problem isn’t attention span. It’s a) the fact that most advertising is bad, uninspiring, and unworthy of our attention, regardless of its length; and b) the infinite number of delivery mechanisms that bombard us daily, each one of them trying to grab whatever attention any of us have left.

Said another way, if it ain’t interesting, it ain’t getting our attention—no matter how short or long the advertising message is. Full stop.

So instead of blindly hopping on the TikTok bandwagon with your super-short content, first ask yourself two things. One, can your brand story be told effectively in eight seconds or less? Two, if you’re not telling a brand story but are simply trying to entertain your audience by doing something different that’s associated with your brand, is your content compelling enough to accomplish what you want it to?

If you’re not sure, feel free to ask us. It’s why we’re here, what we do, and how we help elevate brands to make them successful. Even when the clock is ticking.