What Shorter Attention Spans Mean for Digital Media

Short-form video has become the currency for many of the most powerful brands as they no longer have to produce long video spots to make an influence on your market.?

Does this mean we are slowly turning into goldfish? No, it simply shows there is more media online now than ever before and the time in which we have to consume it all has not increased at the same rate. In other words, we are adapting to consume as much of it as possible with the time we do have.?

We need to change the way we market and create media to meet not only the demand, but the standard in which our clients and consumers expect their ads and media.?

• It is a harsh reality, but we must adapt. Here are a few tips to creating shorter, more effective media:?Avoid stock photos and videos – we have all seen them. As tempting as it is, posting 1x per month with original content will be more effective than posting 5x per month with stock junk

• Poke the bear…while it's in a cage. Think of something so creative and wacky that you would never do it, then put that idea in a cage and take a small step back. That is where you should setup base camp. If you are a CPA firm you probably won't have your whole team lip sync “Mambo No. 5”, but maybe you would have your intern dress us as a calculator mascot to drop off donuts to your clients or an Excel formula to help your clients make the perfect mojito this summer.?
• Simple is always better. You don’t need 50 cuts in a video or animation to make it awesome. Take a page out of the Coen brothers playbook and keep it simple. Think Fargo or Burn After Reading.?

• CTA’s all day (Calls-To-Action) - Don't be afraid to call your target market to action. You can lead a horse to water, but you can make it drink – ask it, professionally and politely, to drink.
• Lastly, digital media doesn’t always have to be visual. Write something short, informative and witty (like this blog –haha) and you can have an positive effect.?

Media, marketing and advertising will continue to change and we shouldn’t be afraid to not only adapt, but lead the way.?

The brands who lag behind the curve due to aversion to change will see a major hit to their engagement over time.?

What are ways that you have adapted how you market, sell and create??