The Focus Filter: What Does it Mean for Marketers?

We now live in an attention-based economy. With the average Australian spending more than 8 hours a day consuming different forms of media, and constant multitasking and multiscreening becoming the norm, our ability to concentrate on a chosen subject and understand things in detail is being significantly challenged.

Now, more than ever before, media outlets, brands, charitable causes, individuals – in fact anyone or anything that wishes to be truly seen and heard – must work to nurture in-depth focus in order 
to stand out.

How exactly can this be done? Read on to find out:

  • Minimalism: With so much noise in the world, minimalism can be used as a tool to create deeper engagement. Reconsider minimalism as a pro-focus solution across audio, graphics, interiors and architecture.
  • High-quality content never goes out of style: Good news for marketers. While the skip button continues to be ever-present, it can be countered with great stories, intriguing content, expressive advertising and bold partnerships.
  • Silence sells: Brands and institutions are now using silence as a tool to help their audience focus. With more than 100 million hours of video content viewed each day on Facebook, it’s no secret that video is on the rise. However, according to Facebook itself, this revolution only took off after the social networking site optimised video for viewing without sound. Facebook has even reported that 85% of videos played online are now viewed without turning the sound on – making silence a significant opportunity for marketers to consider.
  • Optimise content for the quick glance society: Ask yourself, when was the last time you read a paragraph, article or book and took the time to actually take in every single word? Chances are it’s been a while. Studies show that we read information on smartphones, wearable devices, car displays and adverts in short bursts hundreds of times a day. The glance is the new currency of our age, and it pays to know how to design for it. Marketers need to find ways to tailor their typography, layouts and content to cater for scanning. Short, concise text and headings are in, long winding sentences are out.

A culture of distraction, both at home and at work, has severely affected people’s ability to maintain focus. Communication strategies are being re-thought, with marketers aiming for deeper engagement with their target audiences, rather than merely counting the number of likes, followers and clicks they receive. The secret to standing out lies not in pushing content out at the speed of light, but in considering how to capture people’s attention responsibly.