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Everyone talks about the attention economy.
"You need to grab attention!"
"Stand out in the feed!"
"Make them stop scrolling!"
But that's only half the game.
And it's the easy half.
Getting someone to stop scrolling? That's simple.
Outrage. Controversy. Hot takes. Clickbait.
Boom. Attention.
But attention doesn't pay bills.
Time does.
Here's what I mean:
Attention = they pause for 3 seconds.
Time = they think about you for 3 days.
Attention is cheap. Everyone has it for a moment.
Time is expensive. People guard it fiercely.
And the only way to earn someone's time is to be useful.
Not interesting. Not entertaining. Not controversial.
Useful.
How Jennifer Aniston’s LolaVie brand grew sales 40% with CTV ads
The DTC beauty category is crowded. To break through, Jennifer Aniston’s brand LolaVie, worked with Roku Ads Manager to easily set up, test, and optimize CTV ad creatives. The campaign helped drive a big lift in sales and customer growth, helping LolaVie break through in the crowded beauty category.
Give them something they can apply today.
Something that solves a real problem.
Something that makes their life easier or better.
That's what earns time.
Because when you help someone, they remember you.
Not for 3 seconds. For 3 months.
When they need what you do? You're top of mind.
Because you already helped them. Already proved you know what you're talking about.
So here's the shift:
Stop optimizing for attention.
Start optimizing for time.
Don't ask: "Will this make them stop scrolling?"
Ask: "Will this make them come back tomorrow?"
Because the people who stop scrolling forget you in 10 seconds.
The people who come back? They eventually buy.
One gets you likes. One gets you revenue.
Choose.
Talk soon, Dyl - Founder of Relentlece.
P.S. Look at your last post. Did it grab attention or earn time? There's a difference.
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