How to grab Gen Z's attention span in 8 seconds or less?
Rachel Ernser
2025-07-18 14:34:23
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: 9
To get their attention, you need to say something unique. They like original content that is imaginative, captivating, and quick to absorb. Gen Z's attention span is roughly 8 seconds, compared to Millennials' 12-second attention span for online information. They are, nevertheless, intolerant of content that doesn't immediately attract their attention. They prefer video material over all other types, favouring Reels, Instagram Stories, and TikTok videos. Marketing trends indicate that the best method to connect with the Gen Z audience is through interactive content. Create video content, as Gen Z prefers raw, unedited material over the polished, carefully managed aesthetics that the Millennial generation favoured. They value material that enhances their brand experience.
Martine Jakubowski
2025-07-18 12:29:01
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: 7
Skip long intros and get to the point quickly, short-form videos are quick and easily digestible, so they’re ideal for catering to short attention spans. The first six seconds are the most vital, and you need to hook viewers in an instant. Avoid lengthy introductions, front-load videos with the most engaging content, and put any extra context into overlay text or captions. Videos tend to range from five to 90 seconds long, though internal guidance for TikTok creators suggests anywhere from 21 to 34 seconds is optimal. One study estimated that Gen Z’s attention span is just eight seconds, evidenced by the rise of short-form video sites. Embracing unpolished, lo-fi content can also be effective, as it's raw and unpolished on purpose and allows brands to create ads that don’t feel like ads. Lo-fi content is usually shot on a smartphone and uses an app’s built-in editing tools, to make it seamlessly fit in with casual user-generated content. Gen Z are adept at quickly filtering information to work out what is worth their attention, so brands need to build an in-depth understanding of their opinions, values and beliefs.
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