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In the digital age, getting attention is anything but a given. An abundance of publishers, gadgets and apps are competing for mind share, and data overload causes audiences to block distractions and instead focus on what’s urgent.
Five years back, a Microsoft study found that humans now have a shorter attention span than a goldfish, which lasts about eight seconds — only two decades ago, we were at 12 seconds. That’s proof positive why content must be compelling, truly entertaining and/or informative; otherwise it’s just mindless noise.
When marketing online, it also helps to have the right format. Entrepreneurs, startups and small- to medium-sized businesses can all use videos to hook audiences with engaging multimedia content. Here are the four key benefits.