Loyalty has always been about building lasting relationships, but the rules of engagement are shifting. In today’s low-attention economy, consumer attention is both the scarcest and most valuable resource for loyalty leaders.
NB: This is an article from Switchfly
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Endless notifications, short-form videos, and constant digital noise mean that programs relying on lengthy emails, complex catalogs, or delayed gratification now risk losing members in a matter of seconds.
Competing for Attention in a TikTok Era
Platforms like TikTok and Instagram Reels have redefined what those “seconds” look like. The average attention span has dropped to around 8 seconds, and members now expect bite-sized bursts of value. This shift means loyalty programs are no longer competing only with other brands, but with the endless stream of entertainment and distraction at their fingertips.
The reality is simple: loyalty programs are fighting for the same eight seconds of focus as the latest viral dance trend or product review. To stand out, loyalty leaders must design engagement strategies that feel as fast, rewarding, and emotionally charged as the content consumers scroll through every day.
Understanding the Low-Attention Economy and Consumer Attention
So, what is the attention economy? At its core, it refers to the idea that human attention has become one of the most valuable commodities in the digital age. With endless content available at the swipe of a finger, attention is scarce and highly fragmented. Every brand, platform, and influencer is competing for the same limited resource, and the result is a shift in how people consume information and make decisions.
One of the most significant changes is the move from long-form habits to short-form digital consumption. Where people once spent time reading detailed product reviews, watching TV episodes, or browsing catalogs, they now gravitate toward bite-sized updates, stories, clips, and snackable updates. This doesn’t mean consumers are less capable of focus; rather, it reflects a change in expectations. People want quick, efficient bursts of value and will move on if something doesn’t immediately capture their interest.
This has given rise to micro-moments: those split-second opportunities when consumers are receptive to influence. A micro-moment is when someone decides to click a push notification, open an app, or redeem a reward. Though brief, these decision points can determine whether engagement happens or attention is lost.
