Solving the attention span brain drain takes some seriously creative thinking
In an age of ever-shortening attention spans, some brands are tackling the problem with some surprising innovations, writes Ovato’s Ben Shipley.
The human brain is powerful, malleable and shaped by experience. Exposure to technologies like mobile phones, tablets and laptops have changed the way we think, heightening our need for instant gratification.
Making a good first impression
This has led to the rise of so-called ‘mini-trailers’ that preview films before a full-length trailer. Mobile optimisation studies show that a trailer highlight reel can quickly capture the attention of audiences scrolling through social media platforms. Because most trailers start with a classification message, the mini-trailer is something different, quick and unique to grab the audience’s eye.
Of course there’s a school of thought that attention spans aren’t any shorter, and what you are referring to instead is the need to capture attention in the first place.
Here’s what someone clever has written about it. Warning it’s long, most won’t have the attention span for it. Oh the irony
https://payattention.media/essays/The-Qualia-of-Attention.pdf
Of course attention spans are no shorter. Millions of people still go to two hour movies. Or binge watch eight hours of their favourite TV series. Lets stop pandering to this myth