Welcome to the Attention Economy (And Why Marketers Need to Pay Up)
If it feels like everyone’s fighting for your attention these days, it’s because they are.
The attention economy frames human focus as a scarce and highly valuable resource. And it is. With so much content to contend with, from TikToks to targeted ads to 12-second trailer teasers, your audience is inundated with things to watch, and now your content’s job is to help them decide what’s worth their time, emotion, and cognitive bandwidth.
This means that instead of just selling products, marketers are now selling moments of focus. And just like any economy, the laws of supply and demand apply. To put things simply, there’s too much content and not enough attention to go around.
So, What’s Really Going On?
Let’s break it down:
- 85% of online ads fail to hold attention long enough for the message to stick
- Two seconds of attention can make your ad 2.7x more memorable
- Gen Z switches apps up to 10 times an hour, preferring fast, bite-sized content
We’re living in a world where eyeballs move fast and expectations are higher than ever. But here’s the thing: It’s not really about short attention spans. It’s about interest.
Why You’re Not Getting the Attention You Deserve
“Let’s be honest – the issue is less about people’s short attention spans and more about their limited tolerance for boring, self-serving content.”
– Stephan Erasmus, Head of Strategy, Flume
Think about it. We binge-watch 10 hours of TV without blinking. We deep-dive into Reddit threads, YouTube explainers, and podcast rabbit holes. People are willing to give attention, but only when it’s earned.
“This is not an attention problem. It’s an interest problem,” says Steph. If your brand’s content is forgettable, self-congratulatory, or bland, it probably won’t get the eyeballs you want, and no amount of algorithm-friendly formatting or flashy graphics will save it.
How Brands Can Win the Attention Economy
Here’s how to earn attention in 2025:
Respect the scroll
Your audience doesn’t owe you anything. Give them a reason to stay with content that’s either useful, entertaining, or emotionally resonant. Ideally? All three.
Be human, not just branded
Authenticity wins. The brands that cut through aren’t the loudest – they’re the most honest, curious, and in-tune with what people actually care about.
Design for discovery
Your content should feel like something worth stumbling into – not a demand for attention, but an invitation. Think dynamic, personalised, interactive experiences that reward the viewer.
TL;DR: Attention is earned.
The modern marketer’s job isn’t to grab attention – it’s to deserve it. Whether you’re working on a campaign, a piece of content, or your brand voice, start with one question: Would I stop scrolling for this?
If not, it’s back to the strat.
Flume is an independent, full-service digital marketing agency providing services that include SEO, web design and development, public relations, media buying, client service, UX/UI, and creative production. For more information visit www.flume.co.za or email us at [email protected] to say, well, “hello”.
