How To Drive Brand Engagement Amid Shrinking Attention Spans

In this edition of Founder FAQ, Sunil John, senior advisor for the MENA region at Stagwell, answers: how can brands stand out and drive engagement in today’s attention-deficit landscape? 

“In 2000, our average attention span was 12 seconds – it now hovers at five! But hey, we managed to connect with 12 seconds; so, we will manage with five too!

As attention spans continue to shrink, brands face the dual challenge of crafting communication campaigns that not only capture immediate attention but also sustain long-term engagement. To achieve this, brands must blend creativity with strategic foresight.

One of the ways brands can do this is through storytelling that resonates. Brands will have to craft concise, relatable stories that evoke strong emotions and connect with current events to get people to pay immediate attention.

Sunil John, Senior Advisor at Stagwell MENA. Courtesy of Sunil John.

With all the content overload, the challenge is even more acute. Over the last decade, the way people consume information has changed unrecognizably, and while reaching them has become easier with the multiplicity of channels available, getting their attention is definitely harder.With all the tech available to marketers today, we can engage and inspire action far more effectively. We also have tools that are getting better at figuring out context, delivering the message at the right moment, and pushing sales.

But while we adopt new tech and processes that work, we also need to lose stuff that doesn’t. Consumers are no longer passive recipients of our messages. They may appear to be engaged – but they will cut you off when affected by new elements.

There’s also a counter-argument that shrinking attention spans are a myth. In reality, consumers are more discerning, and they won’t mindlessly consume content. They now have unprecedented power at their fingertips. Remember, the same people we claim have short attention spans are the ones binge-watching 10 episodes of a show in one sitting. It’s a humbling lesson for marketers – and not everyone is learning it.

Attention spans are not short for the right content. YouTube’s longevity, the rise of podcasts, and Martin Scorsese’s films are proof of that. People are just tired of brands shouting at them or making anything into a marketing play.

So, how can we capture immediate attention? Tap into culture. Not fleeting trends – actual culture. Creative campaigns with culture at their core that aim to create sub-communities or digital tribes in the process. Here are some tips for marketers to not just reach out to consumers, but to also hold their attention and engage them to ultimately make the buying decision:

Make content short form 

Short attention spans suit shorter form content such as posts on X, short video reels for Tiktok, Instagram, or YouTube, and short-form blogs. Content created for these platforms is likely to be impactful.

Personalize content for impact

Some forms of marketing communications (such as social media, online content, or ads) can be adapted and personalized towards a specific user group. Serving a very personalized message can have greater impact, catch attention, and encourage the user to stay engaged over the longer term. An example for a sportswear brand might be identifying that a user is Egyptian and is interested in basketball, and then serving/ directing them towards content about an Egyptian basketball player they sponsor, rather than a more generic brand message.

Tell stories as journeys

Customer relationship management (CRM) and tracking techniques allow us to tell a story using multiple means including PR and creative advertising. For example, the same user may see a media story about an Egyptian basketball player today, and then an article about the features of their basketball trainers tomorrow, and an ad about a seasonal sale the following day. This CRM activity can also be used to form habits.

Track and Optimize

Tracking the user’s activity across multiple platforms is possible using new technologies. This allows brands to monitor the long-term engagement of each user, and then optimize activity accordingly."

This article first appeared in the October issue of Inc. Arabia magazine. To read the full issue online, click here.