The document discusses how attention has become a scarce commodity in the digital age. It notes that the average time spent on a webpage has dropped significantly from 2000 to 2015, showing that attention spans are shrinking. It then provides tips for "hacking" consumer attention through telling compelling stories that focus on their interests and passions, tailoring content to different formats and devices, using visuals strategically, and building trust and relationships with audiences through quality content. The overarching message is that brands need to shift their mindset from getting clicks to fostering meaningful engagement and connections with consumers.

1. The Attention Economy: 5 Steps to “Hacking”
Consumers’ Attention

2. "When information is
cheap, attention
becomes expensive."
– James Gleick

3. Wut?

4. 2000 2015
17%Percentage of page views
that last less than 4 seconds
ATTENTION IS DYING
4%Percentage of page views that
last more than 10 minutes
Source(s):
• National Center for Biotechnology Information, U.S. National Library of Medicine, The Associated Press
• Harald Weinreich, Hartmut Obendorf, Eelco Herder, and Matthias Mayer: “Not Quite the Average: An Empirical Study of Web Use,” in the
ACM Transactions on the Web,
28%Percentage of words read on an
average webpage (590 words)

5. LAND
LABOR
INFORMATION

6. “They failed to take into
account man’s almost infinite
appetite for distraction."
– Aldous Huxley

11. Subtext:

13. Attention x Affinity

15. tell
better
stories

16. INSIGHT
CHANNEL
FORMAT
OBJECTIVE
TECHNOLOGY
Give your audience “experiences”

17. Consumers will only pay attention
to us/like us if we tell their
stories, not our own, but still
make it about us

19. Find out what your consumers’ passions/ fears
are, and make stories about THAT
Brand
Positioning
Consumers’
Identities
the sweet spot,
yum!

20. tailor it,
baby! Skippable vs Non Skippable
Long-form vs short-form
..etc. etc.

22. is key

23. Sometimes, a picture is worth
a thousand words

28. And sometimes it’s not

30. Vehicle x Objective
Tactic x Strategy
Initiative x Vision

32. Engagement
is not an
objective –me, and anyone else who
gives a s***

33. 115M views
35K comments

35. Put some thought into
your tech

36. huh..?

38. We make
content.
Humans click.
Don’t think of it this way

39. We make
content.
Humans click.
If they like, they
remember.
They see more
content I make.
Visit again.
Follow me. Talk
about me.
I build trust,
relationship
with humans.
When they
need my
product, they
consider me
first
Think of it this way..

40. happy attention hacking!