Ever sit down and feel like you have too many things to look at?
Look at your dual monitors right now. First of all, you already have two monitors, so that should say something. But how many windows do you have opened on those monitors? Social media, email tools, analytic dashboards: It’s a lot of stuff.
If I showed up in your office 5 hours from now and asked you to tell me something you read at this moment in time, could you remember? Probably not.
But that’s not your fault.
Herbert Simon, the economist/psychologist, was quoted thusly:
“Information consumes the attention of its recipients. Hence a wealth of information creates a poverty of attention.”
It’s the multitasking myth: you are less effective at one thing if you are doing other things at the same time. Of course, that would be true for the economy of attention. With this idea in mind, there has been a wealth of advances in ways to relay information faster to people. Audiobooks, news podcasts, even Instagram ads that force a limit of 15 seconds; all of these are a response to the poverty of attention.
WHAT DOES THIS MEAN TO ME?
If you want to get people’s attention for the limited time they have, then your video marketing content should fit into their schedule. A 45-minute webinar is not going to be viewed by someone who only has 5 minutes. They would spend that time just skimming through, trying to find the information that is relevant to them.
What you could do, however, is repurpose the content: take the 45 minutes, break it up, and find the 3 minutes of note to share with your audience.
Parmonic does this all the time, and the increase in engagement will blow you away.