Why You Won’t Read This Post

Campaign Management

 

People are in a rush which seems to have created a fracture between content producers and their readers.

Content producers try their best to create work but a good majority of that information is skipped over by an individual because we are all becoming conditioned to read the snippets and summaries.

Tim Ash does an amazing job at explaining why readers have such trouble concentrating on content and resort to skimming (which can be found here).

A good part of it stems from the fact that:

Coming from Tim’s article a (perhaps) shocking set of statistics are found with individuals.

“The Associated Press reported that in 2012, the average attention span was 8 seconds (down from 12 seconds in 2000). Just this year, Chartbeat collected data that indicated people rarely make it to the end of an article online. In fact, only 50 percent will make it to the half-way point.”

It’s often the smallest elements of a piece of content which breaks an individual’s attention span.

If there is anything we can learn from all this is:

Realize not everyone is going to read through it all. That’s okay. As long as you convey the message you are doing your job … even if they skip over 99% of the content.

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