This article was previously published on Forbes.com on November 14, 2024.
Every day, companies, products and media are competing for consumer’s attention. We give it away constantly, often without realizing it. While attention is intangible and difficult to quantify, once it’s spent, there’s no getting it back—making it one of the most critical resources for businesses to earn and retain.
With a minefield of distractions vying for everyone’s focus, business leaders face a growing challenge: how do we capture and keep the attention of clients, employees and key stakeholders when attention spans are shrinking?
The Attention Shortage
Twenty years ago, the average person could focus on a screen for two and a half minutes. Today, that attention span has dropped to just 47 seconds. What’s more, once our attention is interrupted, it takes 23 minutes to fully regain focus. This means even minor distractions—like a colleague’s question or a notification—are costing businesses precious time and productivity.
This attention crisis isn’t just anecdotal. Studies show that nearly half of the population believes their attention span has diminished over time. This is due to a variety of factors: the increasing demands of work, home life and technology, as well as the mental strain of constant multitasking.
How Some Are Adapting to Shrinking Attention Spans
In response to this challenge, creative solutions have emerged, specifically visual strategies that align with how the brain processes information. One example is the rise of “sludge content” on platforms like TikTok—videos that split the screen to show multiple unrelated stimuli at once. Though chaotic, this format holds viewers’ attention by tapping into the brain’s natural need for visual stimulation. In fact, some sources report that it can hold a TikTok user’s attention for 40 seconds, which is eight times longer than other TikTok videos.
While sludge content isn’t something businesses can directly apply, the underlying principle is relevant: humans are wired to respond to visuals. Content that incorporates visual stimuli in unique and unexpected ways engages our brains, capturing our attention for longer.
The Science Behind Visual Thinking
To understand why visuals are a powerful tool for capturing attention, we need to look at how our brains work. Our brains are powerhouses for processing visual information, with nearly 50% of the brain’s surface area dedicated to just that. Studies show that the brain can process images in as little as 13 milliseconds. In fact, it’s been reported that 90% of the information transmitted to the brain is visual, which means it’s easier for people to absorb and retain complex information when it’s presented visually.
For businesses, this means that incorporating visual stimuli into workflows and communication strategies isn’t just a nice-to-have. The act directly feeds into our brains’ inherent preference for visuals, making it more likely that we are able to hold people’s attention, even amidst distractions.
How to Incorporate Visual Stimuli Into Your Business
By incorporating visual stimuli into meetings, workflows and presentations, companies can engage their teams and clients on a deeper level, improve focus and drive better outcomes. Here are four actionable steps that businesses can take:
1. Incorporate whiteboarding into your meetings.
Whether using a physical whiteboard or digital tools like Miro and Microsoft Whiteboard, visual collaboration can enhance focus and engagement. Whiteboarding allows participants to see ideas unfold in real time, making brainstorming and strategy sessions more interactive. This keeps the team focused on a shared visual representation of ideas, fostering deeper understanding and collaboration.
2. Leverage visual project management tools.
Platforms like Asana use visual boards and timelines to organize tasks, helping teams visually track progress, prioritize tasks and stay focused on key deliverables.
3. Create dynamic, visual presentations.
Use tools like Canva or Prezi to design visually engaging presentations. Bold images and minimal text keep the focus on key points. For data-heavy reports, platforms like Tableau or Power BI can turn complex numbers into easy-to-understand charts and graphs, helping decision-makers quickly grasp insights without losing focus.
4. Hire a visual partner.
When engagement is critical, bring in a visual strategist. Whether through graphic recording—where key ideas and discussions are captured visually—or through visually facilitated sessions, a visual expert can ensure that participants stay engaged throughout meetings. Plus, visual outputs can be shared afterward, extending the impact of the session and keeping people focused on key takeaways.
In a world where distractions are everywhere, businesses must find ways to cut through the noise. Signs point to visual stimuli as the way to capture and hold their attention.
