Somewhere in the back of your mind, you probably remember reading at least one article saying that our attention spans are down to a “mere 8 seconds” — or “less than a goldfish”.
While it sounds catchy, it’s not that simple. It’s easy to jump to conclusions and get swept up in the clickbaity narrative, but the research on human attention spans isn’t so clear cut.
In fact, some scientific studies seem to point in the completely opposite direction — humans have an enormous capacity for attention.
Our Problem is Not Attention — it’s Distraction
The core issue isn’t a lack of attention — it’s the multitude of distractions competing for our focus. The modern consumer’s attention hasn’t become scarcer, it’s just spread thinner.
The growing popularity of platforms such as TikTok, Instagram, and YouTube Shorts may give the impression that our attention span is declining. But the real issue is that we’re increasingly having to navigate a sea of rapid-fire, bite-sized, infinity well content that is algorithmically engineered to hook our interest.
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In this environment, the challenge for brands and marketers isn’t simply to capture attention, but to hold it — and use narratives that rise above the clamor as an antidote to distraction.
Long-form Content isn’t Going Away
There’s a wealth of evidence suggesting that long-form content is not only surviving but thriving.
Long-form articles are one example. They typically outrank shorter counterparts and are frequently rewarded with more social shares and links. This indicates that audiences are engaging with it, valuing it, and sharing it within their networks.
Podcasts, too, are more popular than ever with Australia leading the charge, recently having overtaken the US as the world’s biggest podcast-listening nation. Lengthy, detailed discussions are in our earbuds, consumed on our commutes and during our lunch breaks. This content isn’t bite-sized — it’s substantial, and its popularity is growing.
Anecdotal evidence further demonstrates this point. Look at the typical American viewer who is perfectly capable of devouring half a season of their favorite TV show in a single day. In a way, our binge-watching culture itself dispels the myth of an 8-second attention span.
Measuring Brand Engagement in Hours, not Minutes
When it comes to brand engagement, the playing field between long-form and short-form content isn’t level. Let’s compare a 30-second TikTok with an hour-long branded podcast:
- A branded TikTok video of 30 seconds duration, with 10,000 views, and an average video completion rate of 62% creates 52 hours of consumer engagement.
- A branded podcast of 30 minutes duration, with 1,000 listens, and an average episode completion rate of 75% creates 378 hours of consumer engagement.
So at a macro level, effectively executed long-form content will generate exponentially more engagement than short-form content (and often, it can achieve these results at a fraction of the cost).
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Let’s delve deeper into the data. We recently analyzed over 4.5 million consumed minutes of podcast performance data from 6 years of our client podcasts. We found that:
- The average completion rate of long-form branded podcast content was 75.54%
- The average listen duration per session was 22 minutes and 26 seconds
That’s 22 minutes of brand engagement at a time, per consumer, per listening session. It’s incredible when you compare that to producing some 20-second TikToks. And it’s much more brand depth than a 30 or 60-second ad spot on radio/TVC/pre-roll/etc.
Of course, short-form video and advertising have their place. These channels are great for generating awareness and reach, or even as a way to remind customers about your brand.
But for generating true engagement with your fans and customers, well-crafted long-form content reigns supreme.
The Secret Lies in Telling Compelling Stories
The truth is, people are capable of focusing intently on one thing for extended periods. But you have to craft something that is engaging and meaningful.
For long-form content, great storytelling isn’t just an advantage — it’s a prerequisite.
I’ve seen first-hand that storytelling isn’t an innate skill for many brands; it’s an art that must be nurtured and developed. Creating content that not only draws in an audience, but also maintains their interest, involves understanding the audience’s wants and needs, the narrative structure, and weaving a compelling brand message into the medium.
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That’s why when we work with a brand to launch and produce their podcast, we put extra effort into helping them unlock their storytelling potential. It takes time to learn how to craft narratives that don’t just sell a product or service, but instead build a meaningful connection with your customers and fans.
When done right, great storytelling has the power to truly captivate an audience and transform brand-customer relationships. And nothing does this better than well-crafted long-form content?
[TAG4]The post Attention Spans are Shrinking, but Long-form Content Still Rules — What’s the Catch? appeared first on DigitalMarketer.
Frequently Asked Questions
What are the motivations of an entrepreneur
Entrepreneurs' three greatest motivations are freedom and money.
- Freedom means being able to do what you like whenever you like. This is why entrepreneurs can be free from the constraints of our job or current life.
- Money is also very important because we would not even consider starting a business without it. Money is essential for survival.
- But the third motivation is knowledge. Entrepreneurship requires that you continue learning. We read books, attend seminars, take courses online, and learn how products and services are created.
This is what drives us towards our goals and success. It gives purpose and meaning to our lives.
These three things are the reasons why we became entrepreneurs in the first place. These three things are what keep us going each day.
If any of these three items are missing, it's possible to pack up and move home. These three essentials are what will make us truly happy.
What are the six most important questions entrepreneurs should ask?
For any business, motivation is key. You can't motivate yourself to get out of bed each and every day. Without motivation, it'll be hard to finish your projects. Without motivation, it's impossible to reach your goals. How can we find our motivation?
You may ask yourself, "What motivates me?" The answer may surprise you. You may have been asking yourself the same question for years. If you don't ask yourself this question, then you are missing out on one the greatest rewards of your life: the opportunity to discover your motivation.
Nothing is more motivating than knowing why you exist. It's then that you will finally understand what drives and motivates you. You are more clear about your purpose and it becomes more meaningful. Why do you care? It will be much easier to stay motivated once you understand this.
Finding your motivation starts with looking within. These are the questions you should ask yourself:
- What are you passionate about?
- What makes my heart beat faster?
- What lightens me up in my soul?
- What gives me butterflies?
- What makes me feel alive?
- What keeps you coming back to your projects again and again?
Once you know the answers to your questions, you will be able identify your true motivations.
Your motivation will help you get through those tough times. It will give you strength when you need it. It will make you work harder. It will help you achieve success.
And if that's you, you won't stop looking for your motivation.
You might be surprised at what you find. You might be pleasantly surprised at what you uncover.
What is the importance of motivation for entrepreneurs?
Motivation is what drives us forward when things seem difficult or hopeless. It allows us to face our fears with courage and make tough decisions.
Motivation is also a driving force behind success. If we lack motivation, it can lead to being unmotivated, lazy, unproductive, and eventually, unsuccessful.
Finding ways to motivate yourself is key to unlocking your potential. This means finding a way to stay motivated throughout the day.
It is like a muscle. The more you work it, the stronger it will become. If you don't exercise it, it begins to atrophy and weaken.
The most successful entrepreneurs are self motivated. They set goals and plan the steps to reach them.
However, there will be times when motivation is needed. These three steps will keep you motivated.
Step 1) Get inspired. Find someone who inspires and motivates you. Someone who has already achieved what you want.
Step 2: Establish small goals. Make sure each goal is achievable. The next step is more important than the end result. By breaking big goals down into smaller ones, you'll be able to reach them faster.
Step 3 - Reward yourself When you achieve your goals, reward yourself. Reward doesn't necessarily have to be tangible; it could be simply taking the time to do something enjoyable.
Motivation is a choice. Choose to be happy and to succeed, and to live an abundant life.
If you're ready to transform your life, get started today. The first step to making a change is to choose to do so. Next, take action. You can start living the life of your dreams now.
What are the different motivations for entrepreneurs?
There are three major types of motivation that entrepreneurs can use. Each type of motivation has its strengths and weaknesses.
Motivation that is not internal, such as the desire to earn more money, is the most common type. This motivation is usually triggered by financial concerns.
External motivation is driven mostly by personal interest, ambition and desire. This type motivation is more goal-oriented.
Internal motivation is far more rare. Internal motivation is far more rare than wealth. Individuals with it do not seek to be wealthy. Instead, these individuals pursue other goals, like self-development, fulfillment and service.
People with internal motivation often call themselves "passionate" because it is easy to find satisfaction in their work.
Finally, intrinsic motivation is the least common kind of motivation. Intrinsic motivation is a person who finds enjoyment and satisfaction working towards achieving a goal.
Intrinsic motivation is a much stronger motivator than either external or internal motivation.
Motivation comes from within. It is based the belief people are endowed with certain talents and capabilities. These talents and abilities give them the ability to accomplish extraordinary things that no other person could.
It is satisfying and fulfilling to realize our potential and talents. We feel like we are doing important work.
In simple words, intrinsic motivation makes us feel happy. The joy that comes from knowing we can accomplish whatever we set our minds on is intrinsic motivation.
This feeling of accomplishment is what keeps us going through tough times.
If you don't like what you do, why bother?
Click here to find out more about entrepreneurial motivation.
What is your greatest motivation?
Do you want to know my top motivations? Let me tell, you. It is the best motivator in my life to make people feel better. To make people realize they are incredible, because they really are. They are worthy of love because they are.
They do deserve happiness.
I am here to remind everyone that it is more important to feel good about yourself. Nothing. I'm willing to do whatever it takes for our world to be better.
Because when we feel good about ourselves, we become more open minded and compassionate towards those around us. You stop judging people based only on their superficiality. Instead of judging them, you start to see the person within. This is really cool.
To motivate someone, it is important to let them know that they already have all they need.
While they might not realize it yet, this is why they have been struggling with something for so many years. Because deep down inside they knew they had the power to heal themselves.
They just needed the right environment, support system and mindset. However, they forgot to see that.
It's not hard to see why they lost it. Because they were too busy trying figure out what the problem was. Trying desperately to fix it, without realizing that they actually had all the tools they needed to solve it.
They also forgot to mention that the main reason they couldn’t solve it was because the answer wasn’t in their heads.
So I am here to remind you that you have the ability to create an entirely new reality. To tap into your inner genius, all you need is to learn.
All will be well once you do that. It's easy to make your dreams come true.
You see, I believe that every single human being has access to their own unique superpower.
Only we have to know how to use it.
What motivates entrepreneurs?
Passion drives us. But we also have an innate desire to create something meaningful that makes a difference. To make a positive difference in the lives of our loved ones and ourselves.
To give back. To give back. To leave a mark.
Most importantly, though, we do it because we enjoy doing it. We are driven to live a full life and enjoy success in the ways that matter.
We are driven by a sense of purpose and mission that can never be fulfilled through money alone.
This is where the key lies in combining business with pleasure. Entrepreneurship is more than a job. It is a way of life.
It is this passion that I have for helping entrepreneurs succeed. My goal, as an entrepreneur, is to enable them to reach financial freedom and leave a lasting legacy on the world.
I'm living proof of the fact that creating value is the best. Sharing your knowledge and expertise with others.
It is not enough to create a great product. It is essential to understand your customers' motivations and what they want. What they want.
Doing so will help you to always improve your offering. You will always be able to provide more value.
And if you provide more value, you will gain more customers. If you have more customers, you can sell more products. Selling more products and services will result in more revenue. If you can generate more revenue, your financial independence will be possible.
You see, money does not always equal everything. It's the means to an end. It's not the goal in and of itself.
If you want to live a rich and fulfilling life, don't just focus on the money. Focusing on positive change is also important. Contributing. Be a part of a legacy. Creating something valuable. Unique. You can add meaning to others' lives and your own.
Entrepreneurship requires risk-taking. It doesn't necessarily mean that you have to follow certain rules. It is about being flexible. Adapting. Adjusting. Improving.
You will succeed as long you are true and honest with yourself.
Entrepreneurship is a calling. A vocation. A chance to make a difference. To build wealth. To make history.
When you embrace all of these things, you will be the best version of yourself.
You will be unstoppable.
Statistics
- "Most of the time when people ask me about motivation, 80 percent of the time, I attribute it to gratitude. (entrepreneur.com)
- Our 10 years of research also shows that 75% of mentored entrepreneurs increased their revenue, and 82% of their businesses survived the first two years. (carolroth.com)
- “Life is 10% what happens to you and 90% how you react to it.” (oberlo.com)
- According to analysts, Johnson has high appeal in all four quadrants tracked at the multiplex: male, female, over-25 and under-25. (forbes.com)
- "If you improve by just 1% every single day, in several months, you will have improved by 100%. (carolroth.com)
External Links
[TAG20]
- How to Get Over Your Fear of Failure - Due
- 7 Daily Habits that Insanely Productive Persons Use - Due
[TAG23]
[TAG26]
- 101 Best Inspirational Quotes For Entrepreneurs
- SpaceX employees face almost impossible goals from Elon Musk
[TAG29]
How To
What are five motivating factors for entrepreneurs?
Entrepreneurs seek financial independence as their main goal. Because they want control over their destiny, entrepreneurs are motivated to become financially independent. They also want to earn enough money to provide for themselves and their families.
They also feel motivated by the desire for helping others. Many people who become successful business owners don't do it just for personal gain but for altruistic reasons.
These are just a few of the motivations.
- Passion - You have to love what you do. If you don’t enjoy what your do, who would?
- Vision - A vision can be described as a visual representation of the place you want to go. We can imagine ourselves there when we dream. Because we believe our dreams can come true, dreaming makes us feel happy.
- Courage - Do not fear failure; face it head-on. Failure is inevitable, but failure doesn't have to define you. Although success is not guaranteed, it is possible to achieve your goals if you keep moving forward.
- Belief - Believe in yourself. Do not let doubt keep you from reaching your goals. Doubt is often caused by fear. Fear keeps us stuck in our comfort zone. So break out of your comfort zone and move towards your goals.
- Persistence – Keep going, even when things seem impossible. Everyone makes mistakes. Keep trying, and eventually you'll reach your goal.
Did you miss our previous article...
https://consumernewsnetwork.com/technology-news/mastering-reddit-for-brand-awareness-amp-reputation-management
