By Intern Lindsey Polak

(How you can flip the script and use it to your advantage…)

In today’s digital world, capturing people’s attention has become more challenging than ever. With so much content on social media, our attention spans are shrinking - but this doesn’t have to be a disadvantage. Smart businesses can turn short attention spans into an advantage by creating quick, engaging videos that grab attention and expand reach. How? Let’s talk about it…

A hidden advantage for businesses… The trend of shorter attention spans doesn’t necessarily mean people aren’t interested in engaging. It simply means they are selective about what captures their focus. While people may spend less time on any single post, they’re still highly engaged with content that’s interesting and fast-paced. Short-form video lets businesses connect with viewers quickly, delivering strong and visually captivating messages. 

Crafting videos with a hook… With only seconds to make an impression, video content needs to capture interest immediately. Sometimes it can be either a visual or sound grab. Let’s talk about some of the key factors:

> Begin with an eye catching visual, fact, or question. The first few seconds are critical!

> Keep it short & sweet: Focus on delivering one key message in 15–45 seconds.

> Since many viewers watch videos without sound, captions and visual storytelling help convey the message more effectively.

> Check out what others are doing! You might notice a trend in a certain hook. For example, a lot of storytelling creators had found that applying lip gloss as the video begins reels the audience in right away. You’ve probably seen a bunch of these without even realizing it was a hook!

Leveraging algorithms for a broader reach… Social media platforms prioritize video content that keeps users engaged, so creating content that aligns with these algorithms can help businesses expand their reach. Platforms such as TikTok and Instagram Reels actively promote videos that keep people on the app longer, so using call to action (CTA) will aid in boosting your content.

Building brand awareness through consistency… Posting regular videos helps keep your brand fresh in the audience’s mind, even with a reduced attention span. Each time followers see your content, it reinforces your brand’s presence, making it more memorable over time.

Embracing trends…With short attention spans, audiences are open to fresh, timely content. This gives brands the freedom to experiment with different video formats and ideas. 

Tracking successes and failures… Short videos provide fast feedback on what’s working and what’s not. Look at your content’s engagement metrics, learn what resonates with viewers, and tweak your strategy as you go. This helps you consistently create targeted, effective content.

By focusing on creating high-quality short-form content, your brand can adapt to the times, making the most of every second in front of your audience. While shorter attention spans can seem like a drawback, they’re actually an opportunity for businesses to create quick, impactful video content. By mastering the art of short-form video, your brand can engage more viewers, increase reach, and build a memorable online presence… proving that less can indeed be more when it comes to building audiences.