Audience Attention – Navigating the Modern Landscape

At any given moment, a human being is being bombarded with information. Stimuli come in all different forms and the brain is constantly filtering and prioritising. With so many distractions, there is widespread speculation about the dwindling attention spans of modern society.

The current trend in the world of marketing revolves around the need to adapt content to accommodate the perceived shrinkage in attention spans. Stock photos of goldfish pepper the slides of conference keynote speakers. It was even reported that the NBA was considering shortening games due to audiences’ shortening attention spans. 

But are our attention spans truly shrinking, or do they just need to be harnessed?

In cognitive science, “attention” encompasses a spectrum of mechanisms by which the brain selects, amplifies, channels, and processes information. Understanding these mechanisms allows communicators to craft content that resonates with audiences on a deeper level. 

Something short is great for initially grabbing attention. With such a deluge of information out there, short, snappy things do have the best chance of rising to the top. A 15 second video for social media is great if you’re trying to convey a single message or statistic. For example, we made a social media length animation for the Terrence Higgins Trust where the message was very brief – PReP keeps you HIV free! Fact delivery, that grabs attention.

However, slightly longer animations (90-120 seconds) are needed  to explain a more difficult concept or to develop a more meaningful rapport with the audience. Despite the growing emphasis on “snackable” content, people are still willing to listen in for this amount of time, if you go about things in the right way. In fact, research shows that the sweet spot for engagement rates is between 1-3 minutes. 

Storytelling is a potent tool for capturing and retaining attention. As the Financial Times puts it, our brains are hard-wired for narratives. By weaving stories that are relatable, compelling, and emotionally resonant, communicators can forge meaningful connections with their audience, fostering engagement and retention. Animation in particular offers a unique advantage in character creation, as it allows for the portrayal of human-like figures without excessive detail. This enables viewers to project themselves onto characters, facilitating a deeper level of engagement. Research shows that animation has proven to enhance viewers’ conceptual understanding, thereby improving their cognitive response. Animation actually boosts learning skills, refining marketing techniques, and optimising teaching strategies. Simplified facial features increase the readability of emotions and as Walt Disney himself once said:

“Animation can explain whatever the mind of man can conceive. This facility makes it the most versatile and explicit means of communication yet devised for quick mass appreciation.”

By following characters through various actions, audiences become absorbed in the narrative, while carefully crafted backgrounds and props further immerse them in the story’s world. 

Moreover, stories have a remarkable capacity to linger in the minds of the audience long after they have been told. This “stickiness” factor ensures that the message remains embedded in the audience’s memory, contributing to long-term engagement and retention.

Colour is another factor that can be used to draw the viewer in. It is not merely a visual element; it is deeply intertwined with human emotions, perceptions, and behaviours. Different colours evoke distinct psychological responses, making them potent tools for communication. For instance, blue often conveys a sense of calm and trust, making it suitable for messages related to healthcare and well-being. In contrast, vibrant hues like red can evoke urgency or excitement, grabbing attention and stimulating action. Of course, when creating our videos, we are often working within the parameters of a client’s brand colours, but touches of  additional colours can be utilised as required to emphasise and highlight key points. 

With roughly a billion websites out there, there is a lot of noise to overcome. The ability to know your target audience as well as capture and maintain their attention is a valuable skill. By leveraging storytelling, animation, and colour psychology, communicators can create content that not only grabs attention but also fosters meaningful connections and drives engagement.