When it comes to attracting attention online, the internet is a battlefield. Investments in digital initiatives aren’t cheap, and for many associations, a lot hinges on the success of their social media campaigns.

Based on an online survey of more than 12,000 consumers around the world, Adobe has released a new report detailing its five rules for making online content engaging (PDF). The rules cover everything from multiscreen preparedness to lightening the tone of your content and ensuring you aren’t creating counterproductively lengthy or uninteresting narratives.

“As attention spans shrink, 59 percent of consumers globally would rather engage with content that’s beautifully designed than simple—even when short on time,” the report states, and that short content is perfect for the multiscreen status quo.

For anyone still doubting the importance of mobile, the survey found that across the six targeted countries, consumers use an average of 2.33 devices at a time.

For the full report and some great reading as your organization preps its 2016 strategies, click here.

Tweet of the Day

From roguish smuggler to galactic hero, Han Solo has had quite a career https://t.co/K5oqH4rC6o pic.twitter.com/13NPiFHJkV

— Forbes (@Forbes) December 18, 2015

Whether you’re trying to build a successful association or a galactic empire, it’s important to keep your confidence and surround yourself with people you can trust. Forbes teamed up with everyone’s favorite space smuggler to deliver some tips to unleash your potential and bring balance to your career.

Other Good Reads

Diversification in the courtroom has to start early, says Paulette Brown, president of the American Bar Association. Speaking with Kera News, Brown shared her concerns with the profession’s lack of diversity and presents some possible solutions.

The dangers of ignoring talent development: In this story for Harvard Business Review, Libbie Landles-Cobb, Kirk Kramer, and Katie Smith Milway wrote about why nonprofits need to start focusing on helping their employees grow.

Props for the Crops. Canadian wheat and barley associations are being applauded for their contribution to new crops for the country.

(Fotovika/ThinkStock)