Mar 22, 2017 | By WGSN Insider
Jun 20, 2016
By Sarah Owen
The hyped statistic floating around the web this year seems to be from the Microsoft study calling out our shrinking attention spans. From 12 seconds in 2000 to 8 seconds in 2015, we’ve now fallen below that of a goldfish which clock in with a 9 second span. This, to some brands, could be a worrisome thought but that’s not to say snackable content is the only answer.
During day two of Cannes Lions, the international festival of creativity, Refinery29 took to the stage to present their findings on testing longform video content.
Taking a page out of Hollywood’s book, the millennial-focused female site incorporated trailers and subtitles into their films after a joint research study with Adaptly (and 200,000 of their most engaged subscribers) revealing the consumers’ increasing appetite for long-form content.
As a result, Refinery29 not only announced their plans to create 300 longform videos this year along, but those videos are intended to live on your social feeds while you consume them on a mobile device. Now that’s a whole lot of paying attention, something surely a goldfish couldn’t do.
Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.