Can you spare eight seconds?
That’s a question that communicators and marketers of all stripes should be asking themselves these days.
If you’re still with me (after all, my time is up), I’ll explain.
So eight seconds is the estimated attention span of Generation Z -- those people born after 1997.
Experts have summed up Gen Z’s approach to processing information as ‘Blink, Share, Laugh, Forget.’ Spend any time with Gen Zer’s ripping through their smartphones, and that description likely resonates.
And it’s not surprising. Gen Zers have lived their entire lives awash in a flood of information and messaging. In many ways, ‘Blink, Share, Laugh, Forget’ represents the only logical way to process information and navigate through a day.
Yet what does it mean for someone hoping to capture a bit more than eight seconds of their time?
In my view, the key is to find a way to flip ‘forget’ to ‘remember.’ The best way to achieve that: Tell a compelling story.
“This generation loves story,” Marcie Merriman, executive director, cultural relevancy and brand strategy, Ernst & Young, told me during an interview last year. “What’s the history behind it? Why is it relevant? What does it mean to me?”
It makes sense. Stories are a way to differentiate your content from all that other information that Gen Z quickly forgets. Even better, a good story works for people of any generation.
So whatever your mission, look for the story—something that provide context and meaning.
Then find the best way – and medium – to tell it.
But make sure you lead with a strong hook. You have eight seconds to make the sale.