Are you following the K.I.S.S principle?
"Friction" - People already have friction trying to stop them from doing literally anything.
If your marketing campaign requires unwanted friction with overcomplicated steps & communication,
well, good luck with getting traction; if you are targeting the masses.
It should not be called the "attention span". People consider reading/engaging with almost all types of posts or marketing collateral. Hence it is better to call it the "consideration span." You'll get max 2-4 seconds from an average individual.
If it doesn't hook them to what you are trying to communicate, it's a gone deal.
Hence, follow the principle of KISS - Keep it simple, stupid.
Cut off all those unwanted words, steps and design elements.
I had spoken about KISS principle and 6 other things to note while running online campaigns during a recent webinar if you need to catch the attention of your audience. You can view the entire presentation here: https://bit.ly/2KrEODP
(With speaker note & useful links - better to be viewed in PC or on Google slides app)
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