Don’t Waste My Time: Understanding Attention Spans for Offsite Construction Events

MBSP

Muncy Homes

New Era

Signature

In offsite construction, keeping professionals engaged is essential for the success of industry events, whether it’s webinars, video interviews, podcasts, or in-person conferences. With the growing variety of formats to deliver information, understanding attention spans for each type of event can help organizers, presenters, and content creators design experiences that not only capture but also maintain their audience’s interest.

In this article, I’ll explore the attention spans for different offsite construction events, providing insights into the best practices for each format.

Webinars

Average Attention Span: 30–45 minutes

Webinars are a popular medium in the offsite construction industry for conveying technical details, market insights, and innovations. However, even the most engaging content can struggle to maintain viewers’ attention for an extended period. Research indicates that attendees start losing focus after about 30 minutes, though highly relevant content or engaging speakers can stretch this up to 45 minutes.

Best Practices:

Segment your content: Breaking down information into 10–15-minute segments helps keep attendees engaged.

Interactive elements: Include Q&A sessions, polls, or chat box participation to encourage active engagement and prevent passivity.

Visual aids: Utilize diagrams, slides, and video demonstrations to break up the monotony of talking heads and long discussions.

Industry Videos

Average Attention Span: 2–5 minutes

For industry videos, especially those shared on social media or in newsletters, attention spans are short. Construction professionals are often busy and tend to prefer quick, focused content. The optimal length for engagement on platforms like LinkedIn is typically under five minutes. If the video is promotional or educational, focusing on delivering a clear and concise message within two to three minutes can maximize viewer retention.

Best Practices:

Get to the point quickly: Make sure the first 10 seconds hook the viewer, whether it’s through a compelling statement or a visual.

Clear and concise messaging: Keep the video focused on one key takeaway to avoid information overload.

Captions and visuals: Many people watch videos without sound, so ensure captions are included, and rely on strong visuals to communicate your message.

Written Interviews

Average Attention Span: 5–7 minutes (500–800 words)

Written interviews, often featured on blogs or in industry newsletters, tend to perform best when they are concise and offer insightful commentary. Industry professionals usually skim these interviews, searching for key points that are relevant to their interests. A typical reader’s attention will wane after around 5–7 minutes, or roughly 500–800 words.

Best Practices:

Focused Q&A format: Highlight key insights with short, punchy questions that drive the narrative.

Use subheadings: Break up the text into easily digestible sections to make it more skimmable.

Pull quotes: Use standout quotes from the interviewee to grab attention and entice readers to continue.

Video Interviews

Average Attention Span: 10–15 minutes

Video interviews are more engaging than written ones, but they still face challenges when it comes to attention spans. Keeping viewers interested for more than 10–15 minutes requires both engaging questions and dynamic production quality. On platforms like YouTube or LinkedIn, interviews that extend beyond this time frame without a clear and evolving narrative can see a sharp drop-off in viewership.

Best Practices:

Keep it conversational: An easy-going, conversational tone often feels more natural and keeps the audience engaged.

Multiple camera angles: Adding variety with different camera angles or visuals can break up the monotony of a talking-head format.

Highlight reel: Include a brief teaser or highlight reel at the beginning to show viewers what they can expect from the interview.

Podcasts

Average Attention Span: 20–30 minutes

Podcasts are becoming increasingly popular in the offsite construction space, especially as many professionals prefer listening while commuting or working. The average attention span for podcasts tends to range from 20 to 30 minutes, although some niche podcasts with loyal audiences can maintain attention for up to an hour. To hold listeners’ attention, the content should be focused and structured.

Best Practices:

Structure matters: Keep the podcast organized with a clear flow, using segments or topics to help listeners follow along.

Engaging storytelling: Stories from the field, interviews with industry leaders, or discussions of real-world problems resonate well with listeners.

Brief intros and conclusions: Avoid long introductions; get into the main content within the first two minutes to retain listener interest.

Conferences and Conventions

Average Attention Span: 20 minutes per session

At large conferences and conventions, attention spans fluctuate significantly. While keynote speeches might hold an audience for 20 minutes, breakout sessions and presentations tend to lose people’s focus after that time. To combat this, many events include interactive elements like panel discussions or audience Q&A, which can extend engagement. Shorter presentations or multiple speakers within a session can also keep attendees interested.

Best Practices:

Break it up: Use panel discussions, lightning talks, or interactive sessions to keep the energy high.

Variety: Offer different session lengths and formats to accommodate different learning styles.

Networking opportunities: People attend conferences as much for the networking as for the content—incorporate breaks and networking sessions to refresh the audience.

Workshops and Training Sessions

Average Attention Span: 30 minutes with breaks

Hands-on workshops or training sessions are integral to the offsite construction industry for teaching new techniques, software, or materials. Attendees can typically stay engaged for up to 30 minutes at a time, but attention will wane if the session lacks interactivity or practical application. Breaks are essential to allow participants to process information and re-engage with the content.

Best Practices:

Hands-on practice: Keep participants engaged by incorporating real-world applications or simulations.

Frequent breaks: Schedule breaks every 30–40 minutes to refresh focus.

Interactive elements: Incorporate group work, discussions, or live demonstrations to break up the flow and maintain interest.

Trade Show Booths

Average Attention Span: 1–2 minutes

Trade shows offer very short windows of opportunity to capture someone’s attention. Exhibitors need to deliver a concise and compelling pitch within the first 30 seconds to stand out. With hundreds of other booths vying for attention, interactive displays, demonstrations, or giveaways can help entice visitors to spend a little longer at the booth.

Best Practices:

Elevator pitch: Have a sharp, 30-second pitch ready that clearly explains the value of your product or service.

Interactive displays: Use touchscreens, demos, or models to engage visitors quickly.

Follow-up materials: Hand out easy-to-read brochures or materials that visitors can review later.

Modcoach Note

Attention spans for offsite construction events vary significantly depending on the medium. While webinars and podcasts allow for longer engagement, industry videos and trade show booths require concise, punchy messaging.

Understanding these attention spans and structuring content accordingly can greatly improve engagement and the overall success of your event. As the industry continues to evolve, adapting content to suit the needs and preferences of professionals will be key to delivering valuable, impactful information in any format.