Researchers studying the “attention crisis” warn the trend is still moving downward as multi screening and infinite scroll become the default². Within the next few years, that number will likely fall to six seconds.

On mobile, the window is even smaller. Studies of social and video behavior show that people decide whether to keep watching within the first 1-3 seconds. In many cases, brands have just 1.7 seconds before the thumb moves on³. In that moment, an ad either earns a chance at memory or it disappears.

First, design for the open, not the ending. Lead with motion, contrast, or tension. Skip slow logo builds or establishing shots. Best practices across Meta, YouTube, and TikTok show that strong early visual disruption drives higher completion and recall. Faces, close ups, bold text, or an immediate before and after help signal that something interesting is happening.

Second, make relevance obvious right away. Show the product/service in use, introduce a recognizable problem, anchor to the moment, or deliver a line that makes your audience feel seen.

Third, collapse the message to one sharp idea. Six seconds cannot carry multiple reasons to believe or a manifesto. Pick the single thought you want remembered and let everything in frame reinforce it.

Finally, make it sticky. Use distinctive brand codes such as colors, shapes, characters, or lines that only your brand would say. These elements turn a flash of attention into something recallable when it is time to buy.

Attention now arrives in tiny windows. Our job is to break them open.

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