You Have 8 Seconds...
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As short-form content explodes online, one of the more accepted myths is that training must also become shorter and shorter to be successful.
But is runtime the driving factor in customer education’s success?
I don’t think so…
…in fact neither does Fast Company.
Read below to see why 8 seconds is the magic number in your training content.
It’s not an attention problem, it’s an 8-second filter.
I came across this article published by Fast Company a few years ago while prepping for a presentation at a conference.
The article was on the “shrinking attention spans of Gen Z” and it debunked the notion that we simply can’t pay attention for long periods of time.
Instead, it highlighted that we’re developing and evolving highly adept “8-second filters.”
“They’ve [Gen Z] grown up in a world where their options are limitless but their time is not. As such, Gen Z have adapted to quickly sorting through and assessing enormous amounts of information.
Online, they rely heavily on trending pages within apps to collect the most popular recent content. They also turn to trusted curators,…. to locate the most relevant information and entertainment.
These tools help Gen Z shrink their potential option set down to a more manageable size.”
So, Gen Z's '8-second filter' is not about limited attention spans, but about their efficiency in assessing what's worth their time.
To get past this filter, we have to lead with relevance, storytelling, and perhaps even some entertainment to stand out in the sea of information.
Let’s explore some ways to do this.
Mastering the First 8 Seconds: Crafting an Unforgettable Hook
The key to conquering the 8-second filter isn't just about brevity; it's about instantly proving your content's worth.
This critical window is your opportunity to captivate your audience with an engaging story, a compelling question, or a provocative statement that promises value.
Here's how to make those seconds count:
- Lead with a Strong Opening: Begin with a clear and enticing proposition.
What will your learners gain from this content? How will it make their lives easier, their work more efficient, or their knowledge deeper? Answering the "What's in it for me?" question right away respects your audience's time and attention. - Craft an Engaging & Relatable Narrative: Storytelling isn't just for fiction.
Use real-world scenarios, challenges, and success stories relevant to your audience to frame your content. This approach not only engages but also helps learners visualize the application of the knowledge.
- Establish Immediate Relevance: Clearly state the benefits of the training upfront.
Avoid burying the lead under too much context or preamble. If your audience understands the immediate relevance of what you're teaching, they're more likely to stick around for the details.
- Deliver the Key Message Early: Adopt a 'reverse pyramid' style for your content.
Present the most critical information or 'punchline' first, then delve into the supporting details and context. This ensures that even if attention wanes, the essential message is received.
- Review and Refine Your Script: Before finalizing your content, review the script or outline. Ask yourself: Does it engage within the first 8 seconds? Is the value clear and compelling? Does it promise (and deliver) relevance?
Doing these things ensures your training content doesn't just capture attention but holds it, and provides meaningful learning experiences from start to finish.
Rethinking Run Time: The True Measure of Content Success
One of the most common questions I get from clients is: "How long should this video be?" or "What's the ideal runtime for our content?"
It's a valid concern, based on the idea that shorter content respects our learners' time and matches their attention spans. However, what this study (and other data) show, is that the runtime isn’t the most critical factor.
What matters is the content’s relevance and its ability to quickly provide access to valuable information.
The real power is the “both/and” - content must be “relevant” and “searchable.”
Here are some ways to optimize for relevance and discoverability:
- Design with the Viewer in Mind: Start with titles and thumbnails that not only capture attention but accurately reflect the content. This is the first filter of relevance—make it count.
- Embrace Structure: For more in-depth content (read “longer content”), incorporate timestamps or chapters directly within the video. This approach empowers viewers to navigate efficiently to the information they want most. If they find an answer that’s interesting or helpful, they can easily jump to other sections that matter.
- Guide the Journey: As each video or module concludes, don't just end; lead. Suggest the next piece of content that builds on what's been learned or offer a related topic that expands on the larger topic area.
This strategy not only enriches the learning experience but also demonstrates the depth and breadth of your educational resources.
“Once something has demonstrated attention-worthiness, we [Gen Z] can become intensely committed and focused.”
The Power of Curation and Authentic Voices
The insights from the Fast Company study shed light on an often-overlooked aspect of customer education: the impact of curation and the authenticity of sources.
In an information-rich world, trust is the currency that sets brands apart.
Brands can use this as an opportunity to distinguish their customer education programs with the expertise and unique personalities of industry experts. These thought leaders can become the cornerstone of your educational content, through insights and on-demand content, programs, and resources.
Crafting a Personalized Learning Experience
Consider these questions as you refine and curate your customer education offerings:
- Diversity in Representation: Does your program feature a variety of voices and perspectives that resonate with different segments of your target audience?
The relatability of the presenter is key to developing a connection with the viewer and helps to develop trust.
- Tailored Content Libraries: Are your resources organized in a way that anticipates and addresses the specific needs of your users?
By categorizing content according to role, feature area, difficulty level, or certification path, you make it easier for learners to find exactly what they need, when they need it.
- Beyond the LMS: Have you explored creating content outside the traditional Learning Management System (LMS) to reach a wider audience?
Platform-specific content that's easily discoverable by those searching for solutions can significantly expand your program's reach and impact.
Creating a Trusted 'Face' for Your Brand
Explore the potential of engaging with influencers within your industry, enthusiastic customers, or even professional talent to embody the spirit of your brand in your educational content.
Two SaaS companies stand out in recent content and illustrate the effectiveness of this approach:
- Webflow Academy: Webflow has won the web design community over with their entertaining and helpful training videos. Their content stands out because it's hilarious, cinematic, and helpful.
- Go High Level: This CRM and marketing automation platform has mobilized its user base by rewarding them for producing high-quality training videos. This approach builds their content library with diverse perspectives and also fosters a sense of community and creativity among customers.
By engaging influencers in your industry, customers who love your product, or even working with actors and talent to create personalities that build trust and relatability, you can create a customer education program that's engaging and trustworthy. If you are lucky enough to have internal subject matter experts or industry thought leaders, you can collaborate with them to design and curate content that speaks directly to the needs of your audience.
In Summary
Capturing and maintaining your audience's attention is both an art and a science.
It starts with debunking the myth that “shorter always equals better” and recognizing the power of the 8-second filter as a tool, not a barrier.
Challenge yourself & your team to pass the 8-second test -
Review your most recent training content together and rewrite the opening hook so that it immediately grabs attention. Ensure the remaining content has the relevance that keeps attention and the depth that rewards it.