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.
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.
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:
Doing these things ensures your training content doesn't just capture attention but holds it, and provides meaningful learning experiences from start to finish.
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:
“Once something has demonstrated attention-worthiness, we [Gen Z] can become intensely committed and focused.”
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.
Consider these questions as you refine and curate your customer education offerings:
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:
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.
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.