How to win in the Attention Economy2 min read

Because we’re picky.

And the more choice we get the pickier we are.

We pay more attention to content when it’s coming from a source that we find:

  • trustworthy,
  • appropriate and
  • objective.

But just because someone notices you doesn’t mean they’re paying attention.

Given my interest in you reading my newsletter, I should be the last person to say this.

But written-text is so 1762.

And don’t get me wrong, I love reading!

Written-text is great for explaining things.

But for grabbing your attention?

Especially when you’re scrolling faster than you think?

A text wall is the last thing you need.

Because you process images 60 000x faster than text.

93% of all communication is visual.

Visual stimulation grabs your attention, affects your attitude and enhances your emotions.

Complex information is even easier for you to process if it’s visual.

You’ll also remember the important details better later on.

That’s why interactive content performs better.

Yet most content produced today is static.

But things are changing.

A recent benchmark report on ABM programs noted that 44% of marketers are already using interactive content that’s tailored to the industry or role of their prospects. 

And interactive content isn’t limited to online.

Data visualisations and infographics are just a start.

When it comes to getting – and holding – your attention, brands are pulling out all the stops offline.

Amazon delighted customers receiving deliveries around Halloween with an interactive AR pumpkin.

And Cadilac launched a virtual showroom for luxury car buyers.

But Fortnite is the undisputed king of attention.

Disney, Netflix and other streaming services see the game as their biggest threat.

Because Fortnite has the potential to captivate millions.

Their latest season finale had 3.4 million viewers on YouTube.

And a whopping 15.3 million participants.

As a comparison, the Game of Thrones season finale had 13.6 million viewers.

And all they could do was sit and watch.

The success of Fortnite reveals a fascinating truth.

Fortnite isn’t just a game.

It’s a destination.

With a myriad of immersive entertainment experiences and social interactions.

And in a world full of distractions, attention is the real currency.