Attention is precious. Capturing it is not easy. Keeping it is a whole different game of chess.
So content which not only attracts the attention of users, but keeps it, is prime property. The longer a user reads your content or watches videos, the higher its value.
The bottom-line is that some content is engaging, while others are not. Some headlines draw the readers in – only for them to lose interest after a few sentences. Some videos attract viewers, but for a very short while, after which it isn’t possible to hold their attention.
A study was done (the New Journal of Marketing study) to study the role language plays in holding the attention of readers / viewers. They did this through a multi-method investigation, using “natural language processing of over 600,000 reading sessions from 35,000 pieces of content, combined with controlled experiments.”
They found that language that was easier to process and that which evoked emotion, held the attention of consumers as opposed to complicated lingo or that which evoked sadness or negative emotion.