Ask the Board – May 26, 2020 | STEVE GLANCEY

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“How has psychology and understanding the human brain helped to inform your content approaches?”


The psychological/human brain stat I continually go back to is a research study conducted by statisticbrain. The study shows us that:

  1. In 2000, the attention span of a human was 13 seconds
  2. In 2015, the attention span dropped to 8 seconds
  3. The average Internet user has an attention span of 3 to 5 seconds (another source claims 3.8 seconds)
  4. To put this in perspective, a goldfish has an attention span of 9 seconds

This plays a huge role in deciding how to design and strategically build your content. Here are five quick-tip thoughts: 

  1. Clarity of Purpose:To grab someone’s attention, you must be clear and concise. Copy and message should be kept to a minimum. 
  2. Eye Candy: Grab the audience’s attention with contrasting colors, white space, bold text, and innovative ideas. 
  3. Know Your Audience:Hone your personas and segment your target market to understand your audience. Only then can you hit a bullseye on delivering the value-bridge from their specific island of need to your shores of a perfect solution. 
  4. Right Time:Utilize triggering and conditional playlists that deliver your message with an extra layer of relevance. 
  5. Take a Step Back:Remember that the 3-to-5-second attention span is for web and not digital signage. Do you have a transit network? If so, these stats are very relevant? Do you have a sit-down waiting lobby? Then your audience’s attention span is likely much higher. Just consider other stats such as 40 percent of people nowadays have their phone out while watching TV at home (most often during commercials) — let alone a TV channel they haven’t selected.  

Get creative, stay relevant, and ask the tough questions when designing/building your content. 

About Author

Vice President, Business Development
Screenfeed Content

MEMBER OF THE DSE ADVISORY BOARD
Content Council

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