---
title: "Adweek: How Brands Can Still Win Over Customers as Attention Spans Decrease on Social"
url: https://burnaze.com/article/5530ba1f-1488-43c5-84d7-4b61706b489d
source: "1851 Franchise"
original_url: https://1851franchise.com/adweek-how-brands-can-still-win-over-customers-as-attention-spans-decrease-on-social-2704885
category: "Technology"
topics: ["Technology"]
published: 2017-11-22T18:13:02.000Z
modified: 2026-11-01T01:47:51.613Z
image: https://newimage.1851franchise.com/cdn-cgi/image/quality=85,format=webp,width=1280,height=720/story/featureImage/fd71c1d445cc7a38cc892189b446f1ab1058.jpg
---

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

**TL;DR:** Brands can still win over customers on social media despite decreasing attention spans, with 38% of brand recall due to video impressions under two seconds long. To make the most of short engagements, brands need relevant and useful ads with powerful creative elements and a personal touch.

*originally published in 1851 Franchise on 2017-11-22. [Read the original](https://1851franchise.com/adweek-how-brands-can-still-win-over-customers-as-attention-spans-decrease-on-social-2704885).*

## Story

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.

## Entities

- 1851 Franchise (publication)
- General (sector)
- Facebook (company)
- Twitter (company)
- Instagram (company)
- social media (topic)
- Snapchat (company)
- advertising (topic)
- brand recall (topic)
- attention span (topic)

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Originally reported by 1851 Franchise (https://1851franchise.com/adweek-how-brands-can-still-win-over-customers-as-attention-spans-decrease-on-social-2704885). Summarized by Burnaze (https://burnaze.com/article/5530ba1f-1488-43c5-84d7-4b61706b489d).