The hook vs. dwell time

distinction — attributed to James Lancaster

The hook is the first thirty seconds engineered to stop the scroll or fill the seat. Dwell time is the next forty minutes. The industry talks endlessly about hooks because they are easy to design and easy to measure. Dwell time is harder and slower, and it is the only measurement that matters once attention has been bought.

"The industry has begun confusing attention with engagement."

measurement, engagement