Yes it’s true! – In fact its been true for several years, since 2000 our attention spans on the internet have dropped from an average of 12 seconds to 8 seconds – that’s one second less than the average goldfish.
Why is this significant?… Your customers as you do tend to skim web pages, on average reading less than 20% of the text content. So if you’re serious about engaging your audience and retaining their attention you better rethink how you’re communicating with them.
The reality is that our declining attention spans aren’t necessarily a problem, more so that we’re becoming increasingly efficient at filtering for the content we demand from the mass of ‘digital noise’ we are exposed to. As with this article a large proportion of content on the internet relies upon regurgitating all or part of what someone else has already recorded. So the question for most of us is how exactly do we differentiate ourselves from the rest, encourage visitors to stick around, and more importantly inspire them to engage with us?
Many of the most successful brands are utilising the age old art of storytelling to separate them from their competitors. The importance of storytelling lies in its power to explain, and our brains have long been wired to look for the story when making sense of the world around us.
Excellent storytelling is the key to creating the most engaging and shareable content, but you’ll have the greatest amount of success if you tell your stories visually, with the use of images, and most effectively by way of online video which is fast becoming the most convenient way of digesting information, particularly from mobile devices.
We are visual beings, and our eyesight is our most dominant of our senses ,
90% of information transmitted to our brain is visual,
50% of our brain is involved in visual processing and
images are processed 60,000 times faster in the brain than written text.
Blog articles and posts that include video content drive the highest volume of social shares, and homepage video presentations and video embedded into email marketing is proven to increase click through rates of up to 200%.
What all this means for those looking to engage their audience is that any information you want to communicate is better communicated visually. To find out more about how to use online video for your organisation contact us today on 0800 211 8571.