ATLANTA - TelAve -- Bill Nye, Caffeine Marketing's Chief Growth Officer, has been featured as an expert contributor in Clutch's latest industry report, "Creating in the Attention Economy: You Have 30 Seconds or Go Bust."

The report, published by leading B2B ratings and reviews platform Clutch, surveyed 483 consumers in October 2025. The study examined how audiences are interacting with short-form video content across platforms such as TikTok, Instagram Reels, and YouTube Shorts.

Nye provided expert insights on the rapid pace of trend cycles and the strategic imperatives brands face in today's attention economy.

When discussing fast-moving content trends, Nye reflected, "If you're not using the trending audio you saw 10 minutes ago, you're too late. The trend cannot be ignored."

Nye's work with Caffeine Marketing's B2B clients shows the growing challenge of converting viewers into followers: "Your short-form video must serve as the highest quality appetizer that proves your upcoming main course is worth the commitment of a 'Follow' button."

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When it comes to brand-building in the attention economy, Nye highlighted the importance of building sustainable audience relationships: "In a flooded economy, brand loyalty is the only non-algorithmic defense you have."

Key Findings

The Clutch report revealed significant insights about consumer behavior and short-form video consumption:

• 95% of consumers watch short-form videos regularly, with 71% engaging with this content at least daily
• 88% of consumers say videos must capture their attention within 30 seconds or less
• Only 9% of consumers give their full attention while watching short-form content, with most multitasking
• 55% of viewers stop scrolling for content featuring humor or intriguing hooks
• 42% of consumers have purchased a product or service after watching a brand's short-form video
• 64% of consumers will follow or subscribe to a brand if the video content is genuinely entertaining

The research identified YouTube Shorts as the most-watched platform at 61%, followed by Instagram Reels at 53% and TikTok at 43%.

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Caffeine Marketing's Approach to Short-Form Video Strategy

As a B2B marketing agency specializing in lead generation and conversion optimization, Caffeine Marketing helps brands build strategic content creation that prioritizes speed, authenticity, and measurable results – perfect for the modern attention economy.

"Being featured in this research reinforces our commitment to helping B2B brands succeed today – not get lost in yesterday's trends," said Nye. "The attention economy rewards brands that offer genuine value and build authentic connections, not those that simply interrupt and demand attention."

Visit https://www.caffeinemarketing.com to learn more.

The full Clutch report, "Creating in the Attention Economy: You Have 30 Seconds or Go Bust," is available at https://clutch.co/resources/attention-economy-2025