Addicted to information
Everyone, everywhere, every minute of every hour is trying to get your attention on social media. The second we go online, our brains are bombarded with information.
Sadly, our poor old brains haven’t evolved as fast as modern technology and they simply can’t keep up. Since there is always more to read, see or hear, we become completely addicted to processing new information.
Our attention span has decreased to an average of 8 seconds.
Because why would you spend more time with something, when there is so much new information waiting to be discovered? For reference: a goldfish has an attention span of 9 seconds!
a goldfish has an attention span of 9 seconds! :-)
Give the brain what it really wants ...
Challenge: How do we get people with an attention span of 8 seconds to watch a video-ad of 20 seconds ?
The answer? We offer a place of rest.
Why? Because our brain is – subconsciously - looking for a place to relax.
We start with a calming visual of neatly organized objects, all in the same colour. A satisfying image to soothe the mind…
By relaxing the brain, we make it forget about all the other impulses, for just a moment. Our brain finally gets what it really wants. That’s how we keep people’s attention for more than 8 seconds.
... and shatter the benchmark. Calmly.
The benchmark for the completion rate for advertisement videos on social media lies between 20 and 25%. In other words, only one in five people watches the video right until the very end.
Our 20 second videos about batteries (not an easy topic, by the way) managed to achieve a completion rate of a staggering 40%. We doubled the benchmark.
We knew the campaign would be successful, but these results surprised even us. As they say: the numbers don’t lie. Neither does hard work of course. So next time you want to keep a goldfish interested, maybe try a relaxing approach first.