Adweek: How Brands Can Still Win Over Customers as Attention Spans Decrease on Social

There’s no denying that social media is a critical platform for brands looking to get their message—and products—in front of their target consumer audience. However, as people start spending less time on social media platforms, it’s becoming more difficult for brands to tap into the potential power behind networks like Facebook, Twitter, Instagram and Snapchat.

A recent Adweek article notes that Facebook users spend an average of 1.7 seconds on any given piece of content on the site from their mobile devices compared to 2.5 seconds on a desktop. But those quick engagements are still important—Nielsen has shown that 38 percent of brand recall, 23 percent of brand awareness and 25 percent of purchase intent is due to video impressions that are under two seconds long.

To make the most of those two seconds, brands need to be prepared with relevant and useful ads that are complete with powerful creative elements and a personal touch. Faster load times are also important when engaging consumers—brands need to make sure that their message is mobile friendly and able to be seen right away without buffering.