Got 8 seconds? How to hook your audience fast
The average adult’s attention span has dropped to just 8 seconds, according to a widely cited Microsoft study. That’s shorter than a goldfish!
Yes, you read that right. Unlimited access to digital information, a mobile-optimized internet and personalized algorithms have made it more important than ever before to capture your audience’s attention as soon as possible before they scroll away. That means there’s a lot riding on your headlines, leads and opening visuals.
How do marketers, PR pros and content creators write for “goldfish brains?” We’ll cut to the chase - since it’s all we’ve got time for.
What makes a great headline?
It’s clear, not clever.
Whether you’re writing an article, press release or blog, your headline is your one and only shot. It needs to stop readers in their tracks while still being easy to read.
While using jokes and riddles might seem clever at first, they demand the reader to exert more energy than required and can set a negative tone for the rest of your content, making the decision to keep scrolling easy. Nobody wants to do mental gymnastics to decode the meaning of an article. In short – get to the point and keep it simple.
Here are some tips to keep in mind when writing clear, concise and convincing headlines:
Offer value
Do you have the inside scoop that your reader has been dying for? Use your headline to promise a benefit and make your story worth the click.
Instead of: GRWM Videos Among Top Performing on TikTok
Try: We Posted 1,000 TikToks - Here’s What Went Viral
Build curiosity
Reel readers in with a headline that makes them think, “Tell me more…”
Instead of: Local Girl Starts Clothing Brand Using Discarded Materials
Try: Dumpster Diving: How One Girl is Turning Trash into Treasure
Elicit emotional reactions - then take advantage of them.
Urgency, humor and fear of missing out can be effective strategies to generate momentum for a reader.
Instead of: Seven Tips for Starting a Small Business
Try: Why 75% of Small Businesses Fail (and How to Keep Yours Afloat)
Social Media: Visual Hook Palooza
We’ve all been there – doomscrolling through Reels or TikToks, falling into a rhythm where we search for the next best video to give our brain the dopamine hit it craves. The average person scrolls quickly, spending only 2 seconds on each video.
In a sea of content curated specifically to the consumer’s interests, your visual needs to scream, “STOP AND WATCH ME.”
You’ve got 2 seconds. Make them count.
Here’s what works:
Unusual movement or angles
Instead of the standard eye-level video perspective, try showing your content from a birds-eye-view or while spinning in a circle. This may seem silly, but for short-form video, defying norms is essential to standing out and making your content seen.
Facial expressions and human emotion
Humans are wired to look at faces. Instead of expecting your audience to read copy overlay, try delivering your message verbally. Using expressive body language and showing your emotion on your face is key here.
Surprise visuals
Interrupt your audience’s scrolling pattern by showing them something they would never expect to see. It could be a businesswoman ripping a $20 dollar bill, a grocery clerk juggling produce or a tourist suntanning in a construction zone… You get the point. The more bizarre, the better.
When it comes to social media, your first impression is crucial. Don’t waste time introducing yourself. Don’t warm up. Don’t ease into things. You need to get straight to the good stuff.
Lock Them In with Your Lead
Now that you’ve gotten your audience’s attention with a convincing headline or a showstopping visual hook, your first sentence, paragraph or section – your lead – needs to give them a reason to stay. Whether you’re writing a pitch, script or release, the lead should double down on what the headline has already promised: This is going to be worth your time.
Continue the momentum you’ve built by using these tried-and-true formulas:
The Statistic Punch: Start with a wild or shocking fact.
The Average American produces 4.5 pounds of trash every day. That adds up to roughly 1,800 pounds of trash per person annually.
The Direct Challenge: Call out what your reader is doing wrong and assert you have the tips to fix their mistakes and ease their pain points.
Your recycling habits are killing the planet – not because you’re lazy, but because you were never taught how to do it correctly.
The Relatable Story: Make it personal (but do it quick and skip the backstory).
I spent $50,000 making my home more energy efficient. Here’s what I learned.
The Unexpected Comparison: For example… humans vs. goldfish.
Capturing your audience’s attention is no longer about being loud. It’s about being sharp.
You only have:
- 1 headline to earn a read
- 2 seconds to grab visual attention
- 1 lead to keep the reader engaged
When writing a piece of content, ask yourself, “Would I stop and read / watch / click this?” Because generally, if you wouldn’t, no one else will either.
Goldfish might forget everything after 9 seconds, but your audience won’t – if your headline is good enough.
Need help writing headlines or brainstorming scroll-stopping visual hooks? We specialize in grabbing attention before it’s gone. Let’s make your first impression unforgettable.