Attention is no longer a given, it’s a transaction, says CPL One’s Alex Lamb. In the time it takes to blink, audiences make a decision: scroll or stay.
For content creators, communicators and brands, this is the battleground. The question isn’t just how do we reach people? It’s how do we keep them? In a world of shrinking attention spans, creative content – especially video and audio – has to do more than inform. It must interrupt, invite and earn attention from the very first second.
Design is the frontline of attention
Whether it’s a short-form social video, a branded podcast intro or an animated explainer, design sets the tone before a single word is understood. Audiences scan before they listen. We respond to colour, motion, type and rhythm on instinct.
Modern, attention-grabbing design is moving towards bolder, faster and more emotionally intelligent choices: think kinetic typography that moves like conversation; layered, collage-style animation that feels handcrafted; visual edits that mirror the way we swipe, skip and skim content.
These are not just stylistic trends. They’re responses to how attention behaves.
From passive to participatory: how video and podcasts are evolving
While short-form video continues to dominate for top-of-funnel engagement, podcasts have quietly carved out a space for deep attention. It’s a different kind of listening – longer, more immersive, and increasingly visual through video-podcast hybrids.
The opportunity lies in using short-form design to grab attention and long-form formats like podcasts to sustain it.
The most effective campaigns create this flow:
- A 15-second teaser video catches the eye on social media
- A visually branded podcast deepens the conversation
- Design consistency across both formats builds recognition.
This kind of multichannel storytelling is where attention becomes connection.
Speed still matters, but meaning wins
People decide within two or three seconds whether to keep watching; the opening moment of any video or podcast matters most. The first frame. The first beat. The first line.
But beyond the hook, audiences are looking for substance. That’s where storytelling and emotional resonance take over. Clever design and catchy intros might earn the click, but it’s empathy, honesty and value that keep people listening or watching.
At CPL One, we blend insight, creativity and strategic storytelling to make every second count.
Designing for attention means designing for respect
Creating content that earns attention is ultimately about respecting your audience’s time. When you design intentionally, both visually and verbally, you’re saying: we know your attention is precious. We won’t waste it.
Whether it’s a scroll-stopping animation, a punchy video ad or a podcast that sparks real thought, great content today isn’t just about what you say. It’s also about how quickly and how memorably you say it.
In a landscape where attention is fleeting, designing for it is no longer optional. It’s the new creative brief.
If you want audiences to pay attention to your content, get in touch to find out how we can help.
