In a blog post this week, Facebook announced a project it has been working on for two years that details “Why Creativity Matters More in the Age of Mobile.” Though Facebook admits there is no specific formula that will make something work on mobile, it does bring up some salient points for content marketers.

According to the study, more than half of adults say they check their phones upwards of 30 times per day. And when these people open apps, they are using apps that value visual storytelling. In fact, three of the top five most used apps in the United States are photo- or video-first platforms.

The wise content marketer will also identify the fact that people spend an average of 1.7 seconds with a piece of content on social media — therefore it is important to make content that grabs attention quickly.