Pregnancy to Birth in 6 seconds – Customer Experience and the Short Attention Span

Ian Padgham one of the creative geniuses at Origiful may be the only person who has shrunk an entire pregnancy and delivery to 6 seconds. If you haven’t seen it already, check it out Ok so his wife, Claire, actually went through a normal birth and delivery but the rest of us (and literally that means more than 18 million loops of this Vine video to date) get to experience the process in 6 seconds. Meticulous work went into this piece with his wife standing in the exact same spot, month after month but the video typifies the short attention span of our consumers and ourselves. (By the way, are you still reading or am I writing to myself?) Ian’s company Origiful is a creative production firm that only provides “short form content for the web” and his client list includes Visa, Twitter, Sony, and Ford. Whether it’s catching our consumer’s attention amid the clutter of information on the web or helping them move in the direction of a purchase upon entry to a retail store, customers are expecting us to deliver in seconds not minutes. So my challenge to you is, if pregnancy and birth can happen in 6 seconds, where should you be streamlining your messaging to instantly grab and hold your customer’s attention?