The Marketing Millennials 238 - How to Capture and Keep Your Audience’s Attention Using Neuroscience, with Ted Harrison
Mar 12, 2024
Former Twitter insider Ted Harrison discusses capturing short-form attention, using clickbait effectively, and finding inspiration in unconventional places. Learn about creating engaging content, understanding marketing rules, and maximizing audience attention in this episode.
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Use Neuroscience To Decode Attention
- Ted Harrison dove into MIT research and computer models of attention to understand why audiences choose what to watch.
- He uses that neuroscience to inform creative choices and improve short-form content performance.
Control Context And Location On Screen
- Provide clear context and control location in your frame to direct viewers' eyes to the product or message.
- Move those context elements every few seconds to maintain attention across the whole video.
The Envelope Layout For Fast Comprehension
- Use the 'envelope' layout: short context copy top-left, brand stamp top-right, and key content in the middle.
- Keep primary copy under ~15 words so viewers can read it within three seconds.