As a digital creator focused on sports content, I spend countless hours brainstorming ideas, perfecting shots, and editing videos that range from 30 to 90 seconds. Yet, the analytics often deliver a gut punch: the average watch time? Eleven seconds. Eleven! It’s baffling, frustrating, and, frankly, a little heartbreaking. What does this say about the modern consumer’s attention span? And more importantly, what does it mean for creators like me?

Social media platforms like TikTok, Instagram, and YouTube Shorts have revolutionized how we consume content. In 2024, they’re undoubtedly the kings of short form content, designed to grab your attention and keep you scrolling. But this design comes at a cost. According to a study referenced by The Standard, social media has been a major factor in causing attention spans to drop significantly. The study reveals that “we have a shorter attention span than a goldfish. That is less than 9 seconds.” This decline in attention spans reflects the instant gratification that these platforms stimulate, where if a video doesn’t grab you in the first three seconds, it’s on to the next.

From my perspective as a creator, this is disheartening. The work behind a 60-second video isn’t “quick.” It’s planning, shooting, editing, and revising—a process that can take days. Yet, despite all this effort, most viewers don’t make it past the intro. This phenomenon isn’t unique to me; it’s a systemic issue that impacts creators across all niches. It’s easy to blame audiences for their fleeting attention spans, but the problem isn’t that simple.

Social media’s algorithms play a massive role. They prioritize engagement metrics like likes, shares, and comments over watch time. This pushes creators to hook viewers immediately, often at the expense of depth or storytelling. The result? Content that prioritizes flashy gimmicks—hype over substance. Meanwhile, viewers accustomed to this quick-hit content find it increasingly difficult to engage with anything requiring sustained attention.

To illustrate, let me share insights from my own Instagram analytics (@pmick_films). In the last 90 days, I’ve reached over 69,400 different accounts, yet only 2.2% of those accounts follow me. During the same period, I’ve made over 400,000 impressions—a metric that includes views, likes, comments, shares, and saves. Despite having 1,550 followers, my posts averages 10,000 views each. However, the average watch time on my 30-90 second videos remains a disappointing 11 seconds.

To cope with an average watch time of 11 seconds, I’ve had to shorten my videos, which takes away from the storytelling of the video. I’ve even had to add my favorite shots at the beginning to make sure people see them. To adapt, I’ve also had to adjust my posting schedule based on Instagram’s insights, which show that the majority of users are active between 9 AM and 2 PM. These adjustments have helped optimize engagement but have not solved the deeper issue of fleeting attention spans.

But let’s not give creators a free pass. Are we guilty of encouraging shorter attention spans? Absolutely. We’ve learned to optimize our content for virality, not value. Think about trends like “game highlights” or the rapid-fire jump cuts popularized by creators like Jamison McDivitt. They’re entertaining, sure, but they’re also part of the problem.

So where do we go from here? For starters, creators can strive for balance—finding ways to be engaging without sacrificing substance. Imagine if social platforms rewarded watch time as much as likes or shares. This could incentivize creators to focus on quality over quantity, shifting the culture toward more meaningful engagement. But this isn’t just on creators and platforms; it’s on viewers too. We need to recognize that our scrolling habits shape the ecosystem. Watching a video all the way through, leaving thoughtful comments, or even sharing content that resonates—these small actions can encourage better content.

At the end of the day, the 11-second watch time statistic isn’t just a creator’s headache; it’s a cultural signal. It reflects how we value—or undervalue—the work that goes into the content we consume. And while solving this isn’t easy, but it’s worth the effort.  Because if we don’t, we risk turning our creative spaces into shallow echo chambers, where nothing sticks long enough to matter.

So the next time you’re scrolling, consider pausing for just a little longer. You might find something worth watching.