Is Short-Form Media Killing our Attention Span?
Scott Hutton
31/03/24
(Image Credit: Scott Hutton)
The siren calls of TikTok, Instagram Reels, and other short-form video platforms are impossible to ignore. Yet, within this realm of snappy transitions and instant gratification, concerns linger about whether our attention spans are paying the price.
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In a world overflowing with bite-sized videos, the question is urgent: can we still settle into sustained concentration? Is our ability to dive deep into books, learning, or complex projects being eroded by the endless stream of short-form content?
The Attention Span Epidemic:
Insights from Research
Recent studies have shed light on the worrying trajectory of attention spans in the digital age. One study conducted by the University of California, Irvine, revealed that the average human attention span has fallen to just eight seconds – shorter than that of a goldfish. This alarming statistic underscores a profound shift in how we consume content, with implications that extend far beyond the realm of social media.
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The idea that our attention spans are diminishing has moved beyond mere speculation. Researchers at the Technical University of Denmark conducted a 2018 study examining how our collective focus behaves online. By analysing trends on platforms like Twitter, they measured how long popular hashtags retained their dominance. The results were striking: popular topics tended to peak in intensity quickly, but lost relevance far faster than they used to. For example, in 2013, a trending hashtag might hold its spotlight for an average of 17.5 hours, whereas just three years later that figure dropped to a mere 11.9 hours. This paints a picture of a media landscape where we're constantly bombarded with the next new thing, potentially making it harder to engage deeply with any single topic for extended periods.
(Image Credit: Camilo Jimenez/Unsplash)
The ‘TikTok Brain’ Debate
What has previously been described as a short attention span, has now been branded ‘TikTok Brain.’ The endless stream of bite-sized videos, each vying for a fleeting slice of our attention, seems to be rewiring our brains. Once capable of deep focus and sustained concentration, people report feeling restless, distracted, and unable to settle into longer tasks. This isn't simply boredom; it's a feeling of our minds being trained to crave constant stimulation and novelty, a pattern that can make reading a book or engaging in meaningful conversation feel painfully slow and unsatisfying.
(Image Credit: Scott Hutton)
Getting the Inside Knowledge
Blether caught up with Euan Stevenson, Account Manager and social media expert at one of Glasgow’s leading TikTok agencies.
(Image Credit: Euan Stevenson/LinkedIn)
Q: We're seeing the term "TikTok Brain" pop up a lot. Is the fear around short-form content and shrinking attention spans justified?
Euan: I understand where the fear around it is coming from, and do share some concerns. However, I think it depends on what content is being consumed. Short form content can act as a gateway for a new generation of people to interact with more traditional sources. For example, we’re seeing an increase of themes such as the news, documentaries, and factual sources being consumed in short form. If even a small percentage of the content being consumed is this factual and higher quality content then it can only be a good thing.
Q: Does this mean longer-form content is dead?
Euan: Not at all, traditional longer-form content is here to stay. Streaming services will make sure of that, as will short form providers allowing longer videos onto their sites. We’ve seen this recently with TikTok allowing longer videos up to ten minutes, and X (formally Twitter) increased their maximum video length to two hours for premium subscribers.
Q: Many users complain that they feel restless or distracted after consuming lots of short-form content. How can brands be mindful of this?
Euan: I understand this, as someone who regularly consumes short form content myself. I think from a brand perspective, it’s important that the short form content they create is quality. That’s something we champion here at Shaka Social, think the quality you’d expect from long form, just condensed. The sort of stuff you don’t need a video underneath to keep people engaged (if you know you know).
Q: Finally, where do you see the future of short form media heading?
Euan: Honestly, it’s too hard to predict. The short form media industry is so fast paced I’m not sure who could call it, the meteoric rise of TikTok can attest to that. But in social media things can change really quickly, look at Vine, the original short form content hosting platform. I think short form is here to stay, on what platform, only time will tell.
Nuance, Not Panic
While the debate around shrinking attention spans continues, it's clear that our media landscape has undergone a dramatic shift. Short-form content reigns supreme, captivating us with its immediacy but leaving questions about its long-term impact. However, rather than panicking about a potential "TikTok Brain," perhaps a more constructive approach lies in fostering media literacy. Let's explore ways to navigate this new environment, fostering both the ability to enjoy the fleeting pleasures of short-form content and the discipline to delve deeper when necessary. By doing so, we can explore practical tips and strategies for achieving this balance.