I do not think it is big news that attention spans are declining rapidly. Here’s a reference to a study you can use. Now, just because attention spans are declining does not mean you have to reduce copy to just a few sentences or reduce all videos to 10 second snippets, but attracting the attention of your audience up front and keeping it engaging throughout is important. Work with your copywriter to devise and use attention grabbing language. Work with your Creative Director to build layouts that force your audience to focus and help that key message to stick out. And don’t give up if you have a compelling message to share. Constantly test to see how you can optimize engagement and improve your KPIs (sales, leads, etc.).
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