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Pro tip: Watching my nephew scroll for 20 minutes in a Target parking lot in Reno taught me the 3-second rule
Last Saturday I sat in my sister's car outside the Target on Mae Anne Avenue in Reno while my 14-year-old nephew scrolled. In about 20 minutes he flipped through maybe 60 clips, and I counted only 4 he watched for more than 3 seconds. The rest were people doing fake cooking fails and "sleep token" videos where the same 8 seconds loops with a different caption. I started timing it on my phone and the average dwell was under 2 seconds, which means these trends are built on the hook frame, not the content. Now when my kids show me something, I watch the first 3 seconds and the last 3 and skip the middle, and I've been right about the payoff almost every time. Anybody else timing their kids' scrolling or am I the weird one?
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