Lawley says that she can scan a page of 25 tweets in about six seconds and have a good idea of what they're about. Additionally, she can scan tweets while she's occupied with other tasks, such as sitting in a meeting or attending a talk at a conference. Video, however, requires that a viewer focus her aural and visual attention, and it's impossible to quickly scan large numbers of videos. "This is where video and audio really fall apart," Lawley says. "That 12 seconds is much more of a commitment. It's something we might be willing to do for our most intimate ties, but it's unscalable."
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