Distracted vs Captive Audiences | How Effective Is a 6 Second Video Ad?

If we’re to make a significant impact, we have to realize that we’re not always fighting for the attention of a distracted audience. The goal is to catch a distracted audience, establish a relationship with them, gain their trust, and turn them into a captive audience.

It’s the captive audience that we’re able to influence.

This episode (as most do) came from a personal frustration. I had yet another conversation with a digital marketer proclaiming that in order to be effective, videos must be 6 seconds.

Not sure about you, but I’ve never heard of a single 6 second video that’s inspired radical lifestyle change, overturned court rulings, or even changed corporate policy. I know of several 90 minute documentaries that have achieved that.

And yet, once we’re inside a marketing bubble, we ignore common sense, and parrot on about short attention spans and the need for videos to be no longer than 6 seconds.

In this episode, I want to unpack the difference between a distracted and captive audience, why our goal should be to build (and cater to) our captive audience, and why long-form documentaries are superior to 6 second videos.

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