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In fact, according to a research conducted by the real-time analytics software company Chartbeat, the time window to catch the average Internet user's attention and make him want to keep reading the content is about 15 seconds.
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1. The engagement level gets higher when the content is current.
By analyzing a random sample of 2 billion views of 1 million online articles across 2.000 websites, Chartbeat evaluated the topics that are more likely to generate engagement. The engagement is defined as the "amount of time your audience actively consumes your content" (Chartbeat.com). The engagement is calculated by monitoring the time spent on the webpage and the activities the reader performs while on the page, such as scrolling down, writing or clicking.
As Time reports, the most clicked articles are the news, which tend to generate the highest level of engagement. on the contrary, generic topics are the ones that generate the least amount of engagement.
2. Social media have a low impact on the reader's level of engagement.
By analyzing about 10.000 articles shared on a multiple social media, the researchers have found out that there is no a significant relationship between the number of times an article is shared and the people's level of attention for that given article.
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On the other hand, people who finds your content via a search engine, is actively looking for something and tends to be a more engaged and active user.
That does not mean that social media are useless, but the way you want to use these platform must wisely chosen accordingly to the type of business you have, in order to maximize the marketing investments.
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