How long?

How long can you hold the attention span of millennials to read, listen and react to your communication? Communicators have been constantly grappling with this.

Well, a study by Microsoft a few years back concluded that since 2000, the average attention span has dropped from 12 seconds to eight seconds. This is an effect of a digitalized lifestyle on the brain.

Interestingly, my video production head had a different take on this in our conversation on the length of a video for an internal audience of a software company (largely young people – 22 to 35 years old). He said, it’s not about the length of the video but about how interesting you make it.

 
According to a Nielsen report, the ‘Game of Thrones’ Season 7 finale in August 2017 had 16.5 million viewers on Sunday night. The last episode was 81 minutes long – the shortest in the season was 59 minutes! So, it’s not about the length but about the interest levels that are generated from the communication.

As corporate communicators, we also need to remember that we are competing with the media and entertainment world. It’s the same person who reads your newsletter or views your video, and then goes home to read Cosmopolitan or view Game of Thrones! We need to channelize our energy into telling a compelling story – the length doesn’t matter.

The Afterthought - Getting the Brief Right 0