By Facebook’s own account, people spend 1.7 seconds with a piece of content on mobile. Every second matters. In fact, it takes only 0.25 seconds of exposure for people to recall content they saw on their mobile feed. These initial seconds can make a profound impact. When people watch the first three seconds of a Facebook video, 65% watch the next seven seconds, and 45% make it to the 30-second mark. It’s a rude awakening for those of us used to producing 30 second spots to get our message out. In an environment that allocates a whopping 1.7 seconds to make a lasting impression, we must adapt, meet people’s evolving expectations, and stop the thumb. So, how can we stand out in the news feed?