Why quality standards, not short attention spans, are driving today’s digital consumption.
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Way back in 2015 – or the good old days – global media companies reported on a study that humans’ attention span is only eight seconds long — one second shorter than the attention span of a goldfish. It’s long been debunked, but we still quote it all the time. I’m here to say that we’re not the same fish that are bought at dodgy pet stores and later flushed down toilets. No, we’re Bluefin Tuna. We’re that fancy expensive sushi that’s proud of our quality and refined taste. It’s not that our attention span is low; it’s that our standards are high.
Recently I was talking to a friend who felt the same way. He says, “Our expectations for a higher level of quality and entertainment are continuing to rise. So, what gets in front of us as content, and I will say also products… Our expectations are higher than ever.”
Another reason the goldfish BS doesn’t apply anymore is because we have the data.
If you have a TikTok or a YouTube account, you can see how long people stick around for your content, and it’s now black and white.
Before we used to be like, “Oh, maybe people don’t have the attention span.” We literally see it now.
When content creators or influencers say, “Why aren’t people following me? It must be their fault. Or I must be getting shadow banned.”
No. No, you’ve got to meet their demand. And if you’re not meeting their expectations, you are going to fail.
I’m guilty of this, and anyone who has ever posted anything on social media is guilty of this – and if they say no, they’re lying.
It would drive me crazy when I would meticulously choreograph an Instagram post and it would get zero traction, but then a throwaway selfie in front of a taco truck will get 10 times the engagement.
It’s not that we’re lacking in attention; we just have more options. And we just won’t waste our time anymore, and with a simple swipe or click we can find something that we want to give our full attention to.
Often when you see artists, content creators, filmmakers or musicians interviewed about their inspiration, they’ll often say a version of this: “I made BLANK because that’s what I like to see.”
Why? Because an audience, a community and clicks all begin with one. If you don’t like it, why would anyone else? Sometimes it’s a large audience like a Marvel movie or Mel Robbins Podcast, or it can be something more niche like a Paul Thomas Anderson film or your uncle’s blog.
And what if after all that careful consideration, your views and likes don’t go up like a hockey stick? Not to sound like Robin Williams, but “It’s not your fault.” Sure you can play around with SEO hacks and keep a careful eye on changes to the algorithm but it still might not pop.
Some people connect and some don’t. Some quarterbacks become Tom Brady, and some might play for the Jets. But if you don’t love what you’re doing, what’s the point of it all?
So let’s stop flattering the goldfish. We’re not dime-a-dozen carnival prizes—we’re Bluefin Tuna, discerning and deliberate.
Our attention isn’t shrinking; it’s sharpening.
So to creators, brands, and anyone vying for a slice of our focus: don’t blame the fish. Up your game, or get flushed. After all, we demand sushi-grade quality not gas station convenience store leftovers—and we know it when we taste it. 🍣
