Breaking the Scroll: How Creator Content Doubles Attention in Social Media Feeds

On December 3, 2026, at the Deeper Insights Days, learn how brands can attract more attention in the social media feed. Simon Koch, Head of Social at eye square, will present the latest insights on the advertising impact of social media content.

In today’s social media landscape, it’s becoming increasingly difficult for brands to capture the attention of their target audiences. With more than 2,100 posts that younger users encounter every day, just a few seconds often determine whether content is noticed or simply scrolled past.

But what actually makes users pause while scrolling?

In a comprehensive joint study by eye square and OMD, more than 5,700 media contacts were analyzed using innovative eye-tracking technology via the smartphone camera.

The results showed that creator content holds users’ attention on average twice as long as traditional social media ads—across all age groups.

But more attention doesn’t automatically mean a stronger brand impact. While traditional ads often drive direct sales, creator videos primarily strengthen brand image but frequently neglect clear brand communication.

In the webinar, Simon Koch will show how brands can combine engaging storytelling with effective brand integration to boost the effectiveness of their social media advertising.

Key topics of the webinar:

• Why creator content doubles attention across all age groups
• How storytelling and brand integration can be optimally combined
• Which creative strategies drive engagement and brand recall

In an interactive Q&A session, participants will also have the opportunity to ask questions and discuss the findings after the webinar.

Join us on December 3 and learn how to turn attention into lasting brand impact.