The Associated Press released a study conducted in 2012 on individuals aged between 18-45 years old, showing that the average attention span is eight seconds. These results pose a challenge on companies and marketers to deliver their content within a time lapse that will allow them to present their product effectively, without losing the consumer’s interest. 6-second Vine’s and 15-second Instagram videos are great platforms for companies to deliver short and to-the-point branded content to customers. As pointed out in this blog post, “Facebook will start offering 15-second video ads this Fall.”

Of course, unlike traditional 30-second advertisements, marketers also face the problem of knowing how to fit their messages in such limited time frames. The key, as suggested by Tessa Wegert in her blog, is to understand the consumer segment you are trying to reach. Where the brand and customer segment allow it, six second videos can suffice in transmitting a message. However, Wegert compares consumers who are on Twitter, and are expecting quick messages, with customers who are browsing a website with long articles and are expecting more “in-depth content.” Both these customers and the advertisement platforms they will be presented must be approached and matched accordingly.

Sources:

1. Fishburne, Tom. “Short Attention Span Marketing.” Tom Fishburne Marketoonist. N.p., 2 Sept. 2013. Web. 17 Nov. 2013. <http://tomfishburne.com/2013/09/short-attention-span-marketing.html>.
2. Wegert, Tessa. “Is Short the New Marketing Must?” ClickZ. N.p., 4 July 2013. Web. 17 Nov. 2013. <http://www.clickz.com/clickz/column/2279329/is-short-the-new-marketing-must>.