Back in June, I was at a conference where I saw Carolyn Coyne, global creative strategist at Facebook, talk about video. She revealed that users watch Facebook videos for only 5.7 seconds on average. And 75 percent of those views come from mobile. Basically, marketers have about a GIF-length amount of time to connect with an audience before they’re already on to the next thing.

Understandably, brands have gotten skeptical of that model. Short attention spans and the closed ecosystems of social media giants dilute the relationship between brands and customers.

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