Ready, Set, Go! You Have One Second to Attract Gen Z’s Attention

When digital media first began to take over communications, many wondered how digitally native generations might be different or what the impact might be on their relationship with society. It will surprise no one that one factor is the most prominent: speed. A toddler with an iPad will figure out shortcuts and keystrokes faster than their parents, and a teen with a smartphone will draw conclusions about whether or not something is worthy of their interest at lightning speed.

A recent report shows that Gen Z audiences have a 1.3-second attention span when viewing digital ads. Thanks to the precedent set by television ads, many online platforms will serve up ads that last around 30 seconds. But for Gen Z, who have internalized the behavior of skipping ads while scrolling through TikTok or YouTube, the expectation is that online experiences should be instantly gripping. If marketers are creating massive production overhead and getting stuck with processes that only have proven effectiveness for older generations, now is the time to experiment with short, snappy ad formats.

If you’re interested in better understanding the mechanics of attraction between your brand and your target customer, we can help. At ASTRALCOM, we can support your digital strategy and implement campaigns that meet your audience through fresh, attention-grabbing content.