Depth of Attention: How We Meaningfully Engage in Social Media Reels

It is common to hear that attention spans are shrinking, now said to be around eight seconds. But is that the whole story? The reality is more complex. In a world of constant notifications or due to numerous opened mental tabs, multi-tasking is rewarded and normalized, and the concept of attention needs to be re-approached.

Attention isn’t just about capturing someone’s focus; it’s about creating connections beyond the scroll. People make rapid, emotionally charged, and reflective decisions in micro-moments of engagement.

People’s “Thick Description” in Seconds: Sharing a Reel

Imagine you are on your lunch break, feeling a bit insomniac, or scrolling on social media before your night sleep, as many do in this era, and you stop and send that reel to a specific person or others. Within seconds, here’s what happens:

• That Moment: Something resonates — whether funny, nostalgic, or insightful, it speaks to your senses and grabs your attention.
• Quick Categorization: In that split second, you know who this reel is perfect for — and hitting send feels like you’re nailing the timing, connecting in precisely the right way.
• Emotional Forecasting: You predict and visualize how they’ll react and what that reaction will mean for your relationship.
• Social Reflection: You consider how sharing this reflects on your identity — your values, humor, or aspirations.
• Reaction Expectation: You share it, knowing the response may take time, but the intent is to connect. Sometimes, you keep sharing without feedback because the action holds meaning.

These aren’t just random decisions — every share is a little moment of thought packed with meaning, and the above scanning is happening right at that micro-moment. In just a few seconds, we’re making micro-decisions that reflect our emotions, relationships, and the culture we’re part of.

Understanding My Son’s New Way of Communicating: Reels sharing

My son is in college, and though he’s still a teen, the first few weeks of being an empty nester hit me hard. I was very emotional. After the first week, he stopped calling me, and — okay, I’ll admit, I did call a few too many times — but eventually, he sent me reels instead. I saw it as an open door, and as a loving mom, I jumped at the chance to connect. All the reels he shared made me laugh. It was his way of sharing his humor and showing me he knew what I’d enjoy.

But then, I realized something else. I’d been replying to every reel, thinking that’s how we communicated — action (sending a reel) and reaction (me sending a reply or emoji). Turns out, I was so wrong. My son was showing his connection without expecting any response at all. That moment of realization changed things for me. Now, I don’t expect a reaction to the reels I send, but as someone who loves a good back-and-forth, I still can’t resist replying to every one of his reels — sometimes ten in just a few minutes!

Now, I check for reels as much as text messages — reels have become our new way of communicating. This experience once more signed and sealed that communication has evolved, and algorithms are just a part of the equation. It’s not about algorithms creating the bond but how we use them to engage emotionally.

Going Beyond Algorithms: Emotional and Cultural Relevance

After that experience with my son, I realized how much the way we connect online has changed. It’s not just about expecting a reply anymore — it’s about those shared, quiet connections we make through simple actions. Algorithms may suggest what we see but don’t create the bond. That comes from how we engage with content that resonates with us.

It’s not just about stopping someone’s scroll; success lies in creating content people want to share because it feels personal, helps them reconnect, expresses their identity, and is meaningful.

People make surprisingly complex choices in just a few seconds, driven by social and emotional cues. The most successful content taps into these deeper cultural and emotional layers.

We often forget that people aren’t just passively scrolling — they’re making choices about what grabs their attention. Whether focusing on one thing in a sea of distractions or balancing multiple inputs, people use different types of attention. Even in those quick moments, like flipping through reels, they filter for what truly resonates with them.

What Behavioral Science Overlooks

While behavioral science offers insights into cognitive decision-making, it often overlooks the emotional and social depth behind these decisions. The Distracted Mind highlights how digital experiences overload our cognitive resources but miss the intentional emotional processing we manage, even in digital clutter.

Recent studies suggest that attention isn’t just shrinking — it adapts to the demands of different tasks. We’re able to sustain focus when something resonates emotionally or culturally. This aligns with Christian Madsbjerg’s sensemaking work, emphasizing how cultural context shapes our understanding. While algorithms suggest what we see, these deeper connections determine what we engage with and share.

Creating Meaningful Micro-Moments

Sometimes, content draws you in so deeply that everything else disappears — that’s called ‘flow.’ When something resonates emotionally, it can capture your full attention, even in a world of distractions. That’s when real engagement happens.

So, how can brands leverage these micro-moments to build lasting connections? First, you need to know your users’ cultural contexts in depth.

• Create Emotionally Resonant Content: The emotional impact is everything. People are more inclined to share when content stirs up something in them — a laugh, a nostalgic memory, or a sense of aspiration.
• Dive Into Cultural Meaning: Sharing decisions are influenced by cultural and social dynamics. Use personal and relatable references to align your messaging with your audience’s cultural context.
• Help People Share Content That Reflects Their Identity: People share in building relationships and their identity — at least some part of it. Craft content that allows them to reflect their values or humor, making the sharing process more intentional.
• Design for Shareability: Consider how your content will fit into someone’s social relationships. Sharing isn’t just about caring; it’s about expressing oneself, and for many, it has replaced someone’s meaning of messaging (see above my teen son).

Making Attention Meaningful

In a world where people are bombarded with thousands of messages in seconds, the difference between content that sticks and fades away is emotional and cultural relevance. Even in those fleeting moments of scrolling, people connect with what resonates personally, making them engage and share.

Next time you create your content, don’t just ask, ‘How do I grab attention?’ Instead, think about your audience — their culture, their stories, what makes them connect. The goal isn’t just to make them stop for a second but to create something they want to share because it carries meaning. Reels are expected to be shared, but the magic is in the thick descriptions — those moments packed with social, cultural, and emotional depth that make people decide to share.

If users think this deeply when they engage, marketers should be equally thoughtful when crafting content. The real magic happens when content speaks to people’s emotions and helps them connect — because that truly grabs their attention. Attention is not going anywhere; it is more micro-fragmented than ever.