Consumer Social

Introducing a Rocks, Sand, and Water Framework for Attention

We always talk about consumers’ attention as being finite, but how is it divided?

I imagine consumers as dividing their attention in a given day across three different types of “events” or modes: Events that span bigger blocks of contiguous time (“Rocks”), micro events that take advantage... See more

Something I’ve noticed, however, is that exclusively using TikTok doesn’t mean I’m only exposed to TikTok-specific trends and culture. In fact, many of the dust-ups from other platforms still make their way onto my For You page. Rather than a standalone platform, as it was in its early days, TikTok has become the ocean into which—and out of

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