The received piece of wisdom that people have shorter attention spans than a goldfish all comes from a 2015 report Microsoft Canada did studying brain patterns of a whopping 120 people doing various tasks. A clever fellow at the BBC has done a lot of digging to debunk the myth which of course you’re going to read about here.
Attention spans aren’t getting shorter, it’s just harder to stay focused in such a hyperlinked world. If your content is good enough people will stay engaged. Ask Wagner fans.
OK you can stop reading now. Go see Gotterdammerung maybe.
Of course all the social platforms do have their nuances in terms of ideal video length, particularly from a marketing perspective. In this respect, hubspot have done the heavy lifting and done some research on the ideal durations for platforms, which we’ll pinch here: