Millennials are more attentive than you think
By Sarah Owen

Refinery29 just used Cannes Lions festival to debunk the myth that millennials get bored easily. Here’s what that means for your content strategy.

Jun 20, 2016
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6 min
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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.

Subscribers should look out for the full, in-depth retail and intelligence reports live on the site. And follow WGSN editor Sarah Owen for live updates on Twitter.


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