In today’s world, people’s attention spans are declining, with the average attention span of a human being now being shorter than that of a goldfish. However, marketers have been able to utilize this to their advantage as they have found a successful strategy in using 90 seconds or less in their marketing campaigns. By doing so, they are able to communicate their message effectively and engage their audience in a short period of time.

What is 90 Seconds or Less?

90 seconds or less is a marketing strategy that involves creating content that can be consumed within 90 seconds or less. This could be in the form of videos, ads, animations, or social media posts. The goal is to capture the viewer’s attention and deliver a message or story quickly and clearly.

Why is 90 Seconds or Less Becoming Popular Among Marketers?

The rise of smartphones and social media has led to an increase in short-form content consumption. People today are always on the go and are constantly on their phones, which has led to shorter attention spans. Marketers have adapted to this by creating content that is short and to the point, allowing them to capture their audience’s attention before they move on to the next thing.

Benefits of Utilizing 90 Seconds or Less in Marketing

1. Increased Engagement: Short content is easier to consume and is more likely to be watched or shared by viewers.

2. Cost-Effective: Short-form content requires fewer resources in terms of time and money, making it a cost-effective option for marketers.

3. Consistent Messaging: When you have limited time to get your message across, you are forced to focus on the most important talking points.

4. Improved Brand Awareness: By creating short, catchy content, you can increase brand awareness and recognition.

Examples of Successful 90 Seconds or Less Marketing Campaigns

1. The “Dumb Ways to Die” campaign by Metro Trains Melbourne that was created to promote rail safety. The campaign consisted of a catchy song accompanied by an animated video that was under two minutes long. The campaign was incredibly successful, going viral and generating over 175 million views on YouTube.

2. The “Real Beauty Sketches” campaign by Dove, which was a social experiment that aimed to prove that women are more beautiful than they think. The campaign consisted of a video that was just over three minutes long, which showcased women describing their physical features to a forensic sketch artist. The campaign was incredibly successful, generating over 67 million views on YouTube.

3. The “Like a Girl” campaign by Always, which aimed to change the perception of what it means to do something “like a girl.” The campaign consisted of a video that was under three minutes long, which showcased young girls and women describing what it means to do something “like a girl.” The campaign was incredibly successful, generating over 90 million views on YouTube.


Q: Is 90 seconds or less appropriate for all types of marketing campaigns?
A: No, while 90 seconds or less is a successful strategy for many types of marketing campaigns, it may not be appropriate for all. It is important to choose the right format and length for each individual campaign.

Q: Can 90 seconds or less be used for long-term campaigns?
A: Yes, 90 seconds or less can be used for long-term campaigns. By creating short-form content consistently, marketers can create a brand voice that is easy to recognize and can be associated with over time.

Q: Should I focus solely on short-form content?
A: No, while short-form content is an effective marketing strategy, it should not be the only focus. It is important to have a balanced approach that includes different types of content to keep audiences engaged.


As attention spans continue to decrease, marketers have found success in using 90 seconds or less as a marketing strategy. With short-form content being easier and more cost-effective to produce, marketers can improve engagement, increase brand awareness, and deliver powerful messaging. By utilizing this strategy, brands can reach their target audience and achieve their marketing goals in a shorter period of time.

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