Storytelling and the Myth of Diminishing Attention Spans

Opinion: Longer forms of content can engage audiences more deeply


For some time now, we’ve heard that in marketing, shorter is better. From video to copy, snackable is now the preferred adjective for everything.

The accompanying narrative goes like this: People are living in a sea of information and entertainment, an endless supply of amazing stimuli, which is diminishing everyone’s attention spans to the point where marketers have literally seconds to convey the entirety of their message. In an endless scroll, the best marketers can hope for is a thumb-stopping moment, and even when a thumb stops and we have someone’s attention, it’s only for a moment.

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