Facebook exec ponders: How to hold the brain's attention?


GOA: The final session of Goafest 2017 concluded with the stating of a few significant points by the head of Facebook creative shop India and global accounts APAC Juhi Kalia.

Kalia stated, "We exist in an environment which is content-rich but the attention span is poor -- a mere eight seconds. That is understandable as the amount of information an average person is fed is equivalent to 174 newspapers a day.

“The flip side is that the human brain is adapting to this shift, and evolving. We now register information at a faster rate and process information in many (newer) ways. The brain processes visual information 60,000 times faster than text, it gets coded in long-term memory and, therefore, has more recall,” she explained.

The way people consume content is also evolving. “Consumption is no longer linear. It is customised, frequent and fast. Even our bodies have adapted to this shift, wherein our postures reflect what kind of content we’re consuming.”

Juhi elucidated on how the different platforms elicit different mindsets and perception. Instagram gives its users the perception of discovery, inspiration and transportation, while Facebook is known for connection and recognition. In the end though, it all boils down to: content.

"A great creative is a great creative regardless of the platform. Her parting shot to the engrossed audience was, “What we need to understand is how to tell stories based on how people are interacting with the platform. We are at that point in time where we have to find new ways to tell stories.”

The fast-paced and cutting-edge final session of Goafest 2017 certainly opened up a lot of minds to new technologies and usage of social media platforms. As the day came to an end and people headed to the sundowner at the lawns to unwind, one can’t help but admire the past three days of learning, and it is with a bittersweet smile that people get set for the closing party of Goafest 2017.

AlsO Read :

Laura Ries, Phogat sisters, Amitabh Kant impart leadership lessons: Goafest '17 concludes

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