The advertising and media industries have teamed up for about the past 50 years to train people that 30 seconds is all the time they need to dedicate to a message. For a while, I thought this long-taught learning only applied to advertising, but I’ve realized now that it applies to videos, news, your portfolio, websites, weddings. Everything.
For an ad a minute can sometimes seem special, but in most circumstances just seems long. A three-minute sponsored video seems to last forever. Most websites users get to, tick off most of the time on site looking for the one thing they need, absorbing that and getting out. Personally, if I am greeted by a load screen, I get itchy.