If people can binge-watch an entire Netflix series in one weekend, listen to a three-hour true crime podcast or spend hours scrolling TikTok, why does so much content online lose us after the first paragraph?
In his book, “The Digital Engagement Model,” Emmy-winning science journalist, professor and digital engagement researcher Ronald Yaros says the problem isn't that our brains are broken or that nobody can pay attention anymore. So why does some content pull us in while other information sends us reaching for the back button?
In this article, Yaros talks about people’s attention spans, why some content pulls us in or pushes us away, and the expectation we have when it comes to information.
Learn more about his work at digitalengagementlab.org and on Substack: @ronaldyaros.
Let’s begin with the notion that people’s attention spans are gone. Your research argues that this isn’t the case. How so?
People haven’t lost the ability to pay attention—they’ve become selective about where they invest it. Younger audiences still spend hours on YouTube, TikTok and streaming when content aligns with their goals. CNBC recently reported that sports organizations are increasingly using TikTok and YouTube because that’s where younger audiences choose to engage. The problem isn’t shrinking attention spans; it’s a mismatch between how information is presented and how diverse audiences consume it. Instead of assuming everyone is a committed reader with time to read a page of text or view a five-minute video, information needs to adapt to different users.
What have you learned in your research?
We’ve found that audience engagement depends as much on how information is structured as on what it says. Traditional communication assumes a single path through content, but today’s audiences have different interests, time and motivations. By enabling people to quickly assess relevance and choose their own path through different “chunks” of information, we can increase curiosity to build what we call “attention momentum,” which is what everyone calls “engagement.” The structure of information has become as important as its accuracy.
Why does some content pull us in and some pushes us away?
People take about three seconds to judge whether the content—music included—is worth their limited time. Content that immediately signals relevance, offers meaningful choices and rewards curiosity is more likely to hold attention. Content that demands commitment before demonstrating value is abandoned. Engagement isn’t simply about entertainment—it’s about helping people quickly recognize that the information is interesting, useful or personally relevant.
Why do the traditional methods of communication no longer work?
Traditional communication was designed for audiences who previously consumed information in linear, uninterrupted ways. Today’s media and mobile environments are filled with competing demands, constant interruptions and unlimited choices. The issue isn’t that traditional methods are wrong. They were designed for a different media environment. To reach larger audiences today, content must be adaptable to the diverse needs of today’s audiences while preserving depth, accuracy, and trust.
What are people’s expectations when it comes to information?
People expect the overwhelming amount of information to respect their time without sacrificing quality. They want to quickly determine whether content is relevant, decide how deeply to engage, and move easily between summaries and detailed explanations. Rather than forcing everyone through the same linear experience, successful communication allows different people to access the same information in ways that fit their goals, interests and available time.
Let’s begin with the notion that people’s attention spans are gone. Your research argues that this isn’t the case. How so?
People haven’t lost the ability to pay attention—they’ve become selective about where they invest it. Younger audiences still spend hours on YouTube, TikTok and streaming when content aligns with their goals. CNBC recently reported that sports organizations are increasingly using TikTok and YouTube because that’s where younger audiences choose to engage. The problem isn’t shrinking attention spans; it’s a mismatch between how information is presented and how diverse audiences consume it. Instead of assuming everyone is a committed reader with time to read a page of text or view a five-minute video, information needs to adapt to different users.
What have you learned in your research?
We’ve found that audience engagement depends as much on how information is structured as on what it says. Traditional communication assumes a single path through content, but today’s audiences have different interests, time and motivations. By enabling people to quickly assess relevance and choose their own path through different “chunks” of information, we can increase curiosity to build what we call “attention momentum,” which is what everyone calls “engagement.” The structure of information has become as important as its accuracy.
Why does some content pull us in and some pushes us away?
People take about three seconds to judge whether the content—music included—is worth their limited time. Content that immediately signals relevance, offers meaningful choices and rewards curiosity is more likely to hold attention. Content that demands commitment before demonstrating value is abandoned. Engagement isn’t simply about entertainment—it’s about helping people quickly recognize that the information is interesting, useful or personally relevant.
Why do the traditional methods of communication no longer work?
Traditional communication was designed for audiences who previously consumed information in linear, uninterrupted ways. Today’s media and mobile environments are filled with competing demands, constant interruptions and unlimited choices. The issue isn’t that traditional methods are wrong. They were designed for a different media environment. To reach larger audiences today, content must be adaptable to the diverse needs of today’s audiences while preserving depth, accuracy, and trust.
What are people’s expectations when it comes to information?
People expect the overwhelming amount of information to respect their time without sacrificing quality. They want to quickly determine whether content is relevant, decide how deeply to engage, and move easily between summaries and detailed explanations. Rather than forcing everyone through the same linear experience, successful communication allows different people to access the same information in ways that fit their goals, interests and available time.
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