UN 257 - David Schweidel. What Holds Attention?

Attention is at the heart of today’s economy. It may start with stopping the scroll, but success requires sustained engagement and holding attention beyond the first click. 

In today’s conversation David Schweidel discusses the research he and his colleagues have recently conducted into what drives sustained attention.  

Topics include:

• Why the news that people share on social media isn’t the same the news articles that they actually read.
• Why the language you use, the actual words and syntax, changes whether or not you sustain reader interest.
• Which types of emotions generate more engagement and how not all emotions are created equal.