6.5 seconds before we move on.

I was introduced recently to DRAFTFCB’s litmus test for great work: 6.5 Seconds That Matter. 

Consumers give marketers 6.5 seconds to engage them. According to DRAFT FCB’s research with over 1,000 consumers, they will give you an average of only 6.5 seconds ‘to lean into and engage with a brand message. It’s a brief window of opportunity, and we may not get a second chance, so we have to make it count.’

I’m not challenging this research-based theory but I sure hope it’s not going to add to the bite size communications world we now live in. I would have Twittered this but I needed more than 6.5 seconds and 140 characters to make the point.