You only have 3 seconds! That is how long you have to hook someone's attention and get them to watch your video. No matter whether you are creating social content, video sales letters, or video ads- you only have a few seconds to convince the person to keep watching. Discover what elements matter most and how to make the most of them to create strong video hooks for your videos!
This is part 1 of a 3-part series on videos that convert. Be sure to check out the other two episodes (24 & 25).
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Let's talk about the three things you need to know to create irresistible video hooks so you can get more views on your videos. You do want more views on your videos, right? Of course you do. But how do you get them? Today I'm going to tell you three ways that you can create a really strong hook so you can get those people to actually watch your video and get hooked on your content. Hopefully, I don't have to tell you how huge and important video is. Research shows that people retain 95% more of a message when they learn it through video versus reading it or in a text message right. Also, the research shows that social videos generate 12,000% more shares than text or image based content. Also, the research shows that consumers are way more likely to spend money with you. consumers who get to your website through a video generate 185% more purchases, then people who get there and other means right. And once they're there, they spend 45% more. So with literally 500 million viewers watching 100 million hours of video content on Facebook daily, you need to be really paying attention to your video and how you do it. And everything in this piece applies to all sorts of video, not just Facebook video and not just advertising video. Let's get started. Let's begin with the five second rule, the first few seconds of your video are critical to grab the viewers attention and get them to commit. It's kind of like the email subject line. If you can't get someone to open your email, they are never going to read your content, and never know the awesome information that you're about to share. And your video hook works exactly the same way. In 2021. The Facebook research shows that the average watch time is only 10 seconds. But 65% of people who watch the first three seconds are going to be more likely to watch the next 10 seconds and then 45% of them will continue for up to 30 seconds. So again, it's really critical that you get those first five seconds nailed down. Let's look at how to do that. The first thing you want to consider is some type of movement with your visuals right. And subconsciously, our brains instinctively alert us to movement as a self defense mechanism, mechanism or protection mechanism. So when we sense movement, it gets our attention. Now, of course, you want this to be natural, you want this to be fitting, to your style, your brand, the content that you're about to talk about. But it's something that you can consider using this could include you moving, when we move closer to the camera, we get more into a person's personal space own it implies more familiarity more trust, right. And that can be a really good thing. You could have movements of graphics or visuals or some type of product. So any type of movement that feels natural and works with the nature of your content is very helpful. Another thing you want to consider is the environment around you. Before we even start talking people have gathered 1000s of data points and are making ideas and assumptions subconsciously in their minds. Just by looking at the environment we're in. I saw a video yesterday scrolling through Facebook, which was from Grant Cardone, who, of course, is a digital marketing genius, right? He was sitting on a bench in kind of an urban environment, and kind of fiddling with a tissue or something that he had in his pocket, he was dressed well, but in casual wear, right, he was pulled together but in a casual way. Now you can imagine that this creates identification with his ideal customer. If he were in a $3,000 suit, and it would paneled office, his ideal customer might think I can't relate to this guy, or I'm on guard, I'm not going to trust him. But he's sitting there dressed looking like they would look. And imagine kind of a, a mid level successful business person might be sitting on that bench, twiddling and fidgeting with a tissue thinking, you know, what am I going to do next? What strategy do I take on this? How do I grow my business. So just by being in that environment, doing those little things, he created so many ways to build connection with this customer, his ideal viewer, and to also illustrate that, you know, he's just like them or he can relate to them, they can relate to him he did a lot before he even started talking. Now let's talk about what you actually want to say in your hook. Number one, get in the habit of leading with the hook, do not introduce yourself first. That's a waste of time you only have those three seconds. Always get in the habit of leading with your hook, and then introduce yourself second. The next thing you want to think about is how to match your hook to your ideal viewer. Now, this is going to be different for every type of content that you make. You might you might be making something to generate interest to get more engagement you might be making something to inform people about a product or a service that you have But whatever it is that you're doing, think about your absolutely ideal viewer who would get the most out of this video content and take the most desirable action for your business and create a hook that matches them perfectly. Now in the next episode, we're going to be talking about the actual content and messaging of your video and how to make that work for you how to make it ideal. And then in the third episode, this week, we're going to talk about calls to action. So check those out, we're going to get more deep into those things. But right now, I just want you to start thinking about who is my ideal viewer? What do they want? How can I relate to them again, think back to the Grant Cardone example. And start there by matching your hook to your absolute ideal viewer, you don't need to be everything to everyone, you don't need a lot of pointless views, you need high quality engagement. The next thing you want to do is call out a desire a need an interest, a pain point, demonstrate some type of shared values that you have with your ideal viewer, right? Or make them laugh. But I'm going to give you some more specific examples to drive your development of your hook. But keeping in mind your ideal viewer, and then exactly what are you delivering to them, we're going to look at a couple of different types of hooks to get you started brainstorming. And keep in mind that of course different hooks will be more appropriate for different types of contents. Maybe you're making an entertainment video or a video that has affiliate links, or maybe you are pitching a product. Or maybe you're just trying to demonstrate your authority by sharing a specific piece of information that your customers would be interested in. So here are some examples of types of hooks that you can create. One is called the open loop. And with the open loop, you ask a question or share some piece of information that leaves an open thought in the viewers head. So they're going to want to keep listening so they can fill in the blanks you've piqued their curiosity, they want to know more. For each of these, I'm going to give you an example from a podcast ad that I'm creating this week, actually. And it's for a podcast episode on confidence. And an example of an open loop hook that I might start the video ad for this with would be Do you think you could be more successful if you were more confident? So I'm asking question, it's an open loop, they're gonna want to find out. And also kind of in their mind, they're saying, Yes, we can get people to agree, then that subconsciously connects them with you and your ideas and what you're about to share. So they're naturally going to want to listen more. And on that note, the next type of hook that you can create is a power question. Now, again, this is a question in which the answer is always going to be yes, you ask a yes or no question. But you know that it's going to be yes. And by the customer saying yes, in their mind, they're already committing to you and to what you're saying, and that you guys are on the same vibe on the same level, you know, feel the same way about stuff. So they're gonna want to listen more. As I mentioned earlier, of course, this is for your ideal viewer, right? And to keep with the example of me recording a video ad for my podcast episode on competence. An example of a power question might be, do you want to know the thing that 90% of people do every single day that self sabotage? Is their own self confidence? Well, the listeners gonna think, yes, I do. Because they're gonna pique their curiosity. It's also a little bit of an open loop, because they're thinking, I need to figure out what I'm doing wrong and what I can do better, right. Another example of a hook that you can use is something called a new perspective, hook. So this is when you give people a completely new way of looking at things. So to give you an example, from my podcast ad, again, on confidence, I might say, you know what, there's no such thing as low confidence. And there's no such thing as high confidence. There's simply confidence that is either nurtured or it's not nurtured. And anyone can nurture their own competence into its highest potential. Now, that's kind of long, I'd really probably shorten it. But what I'm letting people know is Oh, snap. There's another way, you're not either confident or not confident. And they're gonna think, huh, there's another way Well, let me listen and learn more about it. Another great hook strategy is to use something called the fascinating fact. Now again, this is relative to your ideal viewer. And to give you an example, from my video ad for my podcast, I might say, Did you know you only have five seconds to convince a scroller to become a viewer and then poof, they're gone. Now, that's a fascinating fact. It's directly relative to my ideal viewer, right? They're gonna hear that and think I know You know, what do I do about it, I need to keep watching the video to learn more. Another great hook strategy is stories. Because as human beings, we absolutely love stories. So when you start a video with a story hook, then people are invested in the story, and they want to hear how it plays out. Here's my example, for my video ad, I spent hours creating my videos, and all they got was crickets. And then I changed this. And now I get hundreds of views every single day on my videos. So I started with the story. So then they can relate to the crickets. We've all been there, right? And then the transformation, I'm implying a transformation. So they're thinking, I want that transformation, I'm going to keep listening. The third strategy is to be passionate show emotion. We know that people buy with emotion. In this case, what they're buying is just to watch your video to invest their time in learning about what you have to say and what you want to show them in your video. Don't be afraid to show your emotion to express yourself. people connect with each other emotionally. And so when you do this, they're going to be naturally more inclined to continue listening to you and to continue watching. Now another little side item, I highly recommend that you use captions and title tags. 85% of people these days according to the current research, are actually watching video with the sound off. And also the research shows that people are annoyed by videos that start with like a loud, jarring sound or music or something like that. So you want to come into people space in the way that they're most comfortable with. That includes not only being emotional, being passionate, being authentic and letting your personality come through. But also basically being quiet, right, giving them the option to watch you because they're getting that feel of watching how you move and the environment that you're in. Even if they are reading the text, be sure to check out the next two episodes. In the next episode, we're going to talk about content, how to match your messaging with your ideal viewer, and to really compel them to take your action. And then in the third episode, this week, we're going to talk about CTAs call to action. That's where it's at every content, every piece of video content should have some type of CTA I'll see you there.