This is why your attention span is f*ck%d and what it means for marketers

It’s official. Our attention spans are f*ck%d.

And I’m blaming the supply of quick-fire content that’s fed to us daily in the palm of our hands.

All of us absorb hundreds and thousands of pieces of content each day. Much of this content is consumed unintentionally or as a result of losing focus and becoming attached to our phone. The apps we use are notoriously good at keeping us on them, using tactics that tap into our deepest human urges to keep going. Keep reading. Keep scrolling.

When not in full flow addiction, studies show that even having a smartphone in view impacts productivity. Because we’re just so excited and tempted to pick it up. The brain reward we get everytime we scroll is huge, and the impact of that can be felt even when we’re not actively on our phones.

So, where does this end? And how can we manage this attention deficit trend as marketers? More importantly, should we?

The Moral Dilemma Of Wanting Attention

As marketers we want attention for our brands. In fact, we need it to survive.

But when human happiness is under threat because people are bombarding themselves with content everywhere they look, when do we say enough is enough.

Stealing attention here, adopting digital overload tactics there. Even I myself have been guilty of running Meta ads that reach thousands of people a day, spouting headlines like “look at me”, “follow me”. But to be honest, I’d rather be blunt about it.

I’m trying to get your attention, and I don’t want to hide that. But I only want it if you want it. And that’s where I think we have to talk about marketing that serves and is consensual vs marketing that hijacks and controls.

Hijacking Attention And The Power Of Choice

Social Media hijacking techniques are everywhere. But how ethical is this, really? 

The platforms you’re spending your time scrolling are designed to remove the cognitive cue to stop by providing an endless scrolling experience. It’s so easy to stay hooked.

Then, sneaky marketers double down on dopamine hacking by using visual and verbal hooks, trending sounds, sketchy camera angles and shock tactics to keep viewers engaged - often against their knowledge or explicit consent.

We can end up watching and watching. Somewhat like an addiction. And both the platforms and marketers are to blame.

Digital Distraction + “Continuous Partial Attention”

Frequent use of digital devices impacts our ability to focus deeply. Studies have found that individuals who frequently switch between tasks on their devices show reduced attention spans and lower productivity. 

This constant switching leads to a phenomenon called "continuous partial attention," where the brain is continuously engaged but never fully focused on any one thing.

This state of partial attention is where most brands play. Meta ads, organic social media content and video content all aim to capture attention, but for the most part brands meet their audience in that grey area of “autopilot scrolling” where not much happens.

How can we move out of continuous partial attention and into conscious attention?

That lies in making consumption a choice.

Making Content Consumption Feel Like A Choice Again

Marketing has to assume a level of choice. Choice to consume content, buy a product or get information. In a world where choice is limited to who hacks the chemicals in your brain the most effectively, brands need to consider how they can make consuming feel like a choice again.
Many years ago, you’d scour the TV times or whatever the TV magazine was called, choose what you want to watch and watch it (usually with other people as a collective experience). 

This 90’s sentiment is something we all crave, and brands who can make content consumption less hijacky and more of a choice will win out with the next generation of content consumers.

Gen Alpha are so accustomed to the viral attention-hacking tactics that they’ll move towards brands that feel safe and calm in a sea of noise. They will reject brands that bombard or use attention hacking techniques and organic growth will be a sign of true brand status vs those brands who overload on paid ads and push out too much content to be valuable.

The power of choice is making a comeback and attention hijacking is becoming a little bit gross.

3 ways you can implement this in content marketing:

Opt-In Experiences

Rather than pushing content indiscriminately, invite users to opt-in. This can be through subscription models, newsletters, or exclusive content offers. By allowing users to choose when and how they engage, you foster a sense of autonomy that enhances their experience with your brand.

Respect User Time and Attention

Brevity and clarity are appreciated. Be blunt. Create content that respects the user’s time by being concise, relevant, and engaging. Add time estimates to anything you expect them to read or view. Be upfront.

Be Stupidly Transparent

Be clear about why you’re sharing content and what users can expect from it. Transparency about content objectives—whether to inform, promote, or entertain—helps set user expectations and builds trust, making them more comfortable engaging with your content on their terms.

Stop The Scroll, Re-Engage

Content can be an amazing way to grow, learn and inspire. 

By mindfully pausing the scroll and asking users to actively re-engage, we can allow people to consume the stuff they want to again.

Perhaps this is your brand’s content, perhaps not. But an audience with volition is much more valuable than one in shackles.