Your Customer Has the Attention Span of Goldfish: Now What?
It’s not news to you. Your customers have the attention span of a goldfish as revealed by a Microsoft study and confirmed by marketers everywhere.
If you don’t get them invested in around 8 seconds, they’re gone. That is, if you were able to get their attention in the 2 seconds they offer up for you to get their attention.
It doesn’t matter how amazing, helpful, well-researched, or groundbreaking your content is if you can’t give your audience something to grab onto before they swim out of your fishbowl.
How Did This Happen?
The Internet keeps getting faster, and your audience is bombarded with more marketing messages in a minute than they might have seen 10 years ago.
If something doesn’t immediately intrigue them in their feed, they scroll past it. If they click on content that doesn’t immediately grab them, there’s a back button. Swipe. Swipe. Gone. Next.
And if you put load time between a click and your content, that doesn’t bode well for you. One study found that the first 5 seconds of load time have a greater impact on conversion than anything else. If a website takes all that time to load versus engaging the visitor, it’s over.
Ultimately, people have options. Everyone is calling out to them, “Hey, over here.” They just swipe left, and unwanted messages are gone.
Because of fast load times, there’s no commitment when clicking on content. They can leave instantly and find what they’re looking for elsewhere.
What Does That Mean for Marketers?
This doesn’t mean we have to create content that people consume in 8 seconds. Such a misunderstanding of this phenomenon could lead to a return to an old-fashioned way of advertising that insults the savvy customer’s intelligence by skipping the right to “buy now”.
People don’t want that. They want content.
But they want content that’s worth their time. Offer then value, and they won’t just give you 8 seconds bobbing around in your fishpond. They’ll give you 10 minutes, an hour. Their hard-earned money, respect, reviews, and referrals.
The last thing anyone wants to do is feel like they spent time on your content and wasted that time like a bad first date. Those first 2-3 seconds help them judge whether your content is going to be a good investment.
Marketers are finding great success with videos that run around 10 minutes.
And you’re thinking: Wow! That’s a lot more than 8 seconds.
Once someone has decided to give you their time, don’t let them feel like they’ve wasted it. A 10-minute video is the perfect amount of time to add real value to a customer and build trust you can turn into conversions.
Getting the Attention of Goldfish
Your customers aren’t, in fact, goldfish. You know that. You need to deliver more than 8 seconds of content to earn their trust. But do understand they have options.
If you want them to choose you, you must break through to them fast before the bigger fish disrupting the waters do.
Best regards, Nik Tsoukales, CEO
Direct Line: 617-315-1138
Main Line: 800.676.8350