How to build brands for short attention spans without losing depth

Fast Company

6 hours ago

You know that moment when you pick up your phone just to check a message, and before you know it, you're three apps in, watching a random video about how penguins sleep? That's the world we're building brands in now.
Our attention spans are a little scattered these days.
Dr. Gloria Mark from UC Irvine has the numbers to prove what we already suspected: Our attention span on screens has shrunk to just 47 seconds. That means audiences are incredibly good at filtering out the content that doesn't immediately grab them.
So, how do you build a brand that stops the scroll and creates lasting connections? It's tricky, but doable.
1. SAY WHAT YOU MEAN
People spend about 54 seconds on a page. That's barely enough time to make a cup of coffee, let alone decode your clever marketing speak. Your opening line needs to be clear, compelling, and worth responding to.
Think about how Apple introduces its products. They usually start with something simple like 'The most advanced iPhone we've ever made.' There's no industry jargon, no overwhelming technical specs. If you're interested, you can explore the details further.
The goal is to be understood quickly. You can save the cleverness for when you've already earned their attention.
2. MAKE THEM STOP SCROLLING, THEN GIVE THEM A REASON TO STAY
People decide whether they like your content in 50 milliseconds. That's faster than you can say 'brand awareness.'
But stopping the scroll is only half the battle. Once you've got their eyes, you need to keep their brain engaged. Eye-tracking studies show people spend 74% of their time on the first two screens of content, so that real estate better be worth it.
I like to think of it like a good restaurant. The storefront draws you in, but the food makes you want to come back. Your design is the storefront. It needs to be appealing and inviting. Your content is the meal and it should deliver on what the presentation promised.
Use things like bold headlines, bullet points, and pull quotes to create breathing room. Nobody wants to stare at a wall of text anymore. Make it easy to consume.
3. TELL STORIES IN BITE-SIZED PIECES
You don't need to tell your whole brand story in one sitting. Think of it more like a Netflix series where each episode can stand alone, but together they build something bigger.
Patagonia does this beautifully. One post might be about a new recycled material, another about an environmental victory, and another about a customer's adventure. Each piece is interesting on its own, but together they paint a picture of a company that actually walks the walk on sustainability.
And that's what younger audiences expect, especially Gen Z. According to McKinsey's True Gen report, Gen Z is driven by values like ethics, transparency, and authenticity in their purchasing decisions. More than 80% refuse to buy from companies involved in scandals, and 65% research where and how products are made before purchasing.
The lesson? Your brand story needs to be consistent because people will fact-check you. And if the pieces don't add up, don't be surprised if they call you out publicly.
4. USE AI LIKE A GOOD ASSISTANT, NOT A REPLACEMENT
AI can be helpful for personalizing experiences and staying relevant. When done right, it feels like the brand 'gets' you. When done wrong, it feels like you're being stalked by a robot.
About 71% of consumers appreciate personalized content. Good AI-powered personalization should be like having a knowledgeable friend recommend something you'd actually want. Bad personalization feels like someone rifling through your personal stuff to sell you things.
The secret is using AI to enhance human creativity, not replace it. Let technology handle the data and targeting, but keep real people involved in crafting the message and maintaining the brand's personality.
5. SAY IMPORTANT THINGS MORE THAN ONCE, BUT SAY THEM DIFFERENTLY
Many brands believe that depth means including as much information as possible in one place. But consistency actually matters more than comprehensiveness. It's not about having the longest blog or listing every feature, but repeating core messages across all platforms.
Research shows that consistent branding across all channels can increase revenue by up to 23%. That means that your core message should feel familiar on Instagram, in emails, and on your website.
Think of your brand message like your personality. You might express it differently when you're texting a friend versus giving a presentation, but the core of who you are stays the same.
THE BEST BRANDS WIN ATTENTION AND LOYALTY
Our attention spans may be shorter, but consumers' expectations are higher than ever.
The brands winning this game are the ones that respect people's time by being clear, consistent, and genuinely helpful. They understand that earning 47 seconds of attention is just the beginning and that the real goal is earning the right to that attention again and again.
You don't need someone's full attention for ten minutes to make an impact. You just need to make those first few seconds count, and then prove you're worth coming back to.
At the end of the day, building a brand is about being genuinely worth people's time.