You have a great idea for a video, but how do you make sure your viewers don't click away in the first few seconds? In this article, you'll learn some effective ways to hook your audience in the context of videography, using storytelling techniques that capture their attention and curiosity.
One of the simplest and most powerful ways to hook your audience is to start your video with a question. A question engages your viewers' curiosity, makes them wonder what the answer is, and invites them to participate in the conversation. A question can also set the tone, mood, and theme of your video, and establish a connection with your audience. For example, you could ask a provocative, surprising, or personal question, depending on the purpose and style of your video.
Most of the content I create for my personal brand starts with a question. My goal is to get the viewer to qualify themselves. To say "Yes. That's me!" so they want to see/hear the rest of the information and feel like it was made just for them.
A question is a great way to begin for many kinds of constant. We are trying to create conversations and curiosity is the fuel for conversations!
Starting your video with a question immediately engages your audience by making them think. For example, "Have you ever wondered how to double your social media followers in just a month?" This approach grabs attention and sparks curiosity, making viewers want to continue watching for the answer.
Another way to hook your audience is to use a teaser, which is a short clip or sequence that previews the main content of your video. A teaser can create suspense, excitement, or intrigue, and make your viewers want to see more. A teaser can also show your unique value proposition, your personality, or your brand identity, and set the expectations for your video. For example, you could use a teaser to show a glimpse of a problem, a solution, a challenge, or a result, depending on the topic and genre of your video.
You see teasers used a lot in movie trailers that are released online. You can use the same principle in your videos. Think of it as a "sneak preview" to get the audience interested. Try to find a "mic drop moment", something controversial, a polarizing statement or a piece of the story that ends in a cliff hanger to entice people to watch the full piece of content. Whatever it is, it's got to make people curious enough to keep watching.
Give a sneak peek of something exciting or valuable that will come later in the video. For instance, "Stay tuned to find out the secret tool that can skyrocket your productivity!" A teaser creates anticipation and encourages viewers to stay until the end to discover the surprise.
A third way to hook your audience is to tell a story, which is a narrative that follows a structure of a beginning, a middle, and an end. A story can appeal to your viewers' emotions, imagination, and memory, and make them relate to your message and your characters. A story can also convey your point of view, your values, or your vision, and inspire your audience to take action or change their perspective. For example, you could tell a story that illustrates a pain point, a transformation, a lesson, or a success, depending on the goal and format of your video.
We are wired to love stories. remember when you were a kid and all you needed was “Once Upon a Time”…. And asking the person reading to read it again, and again?
Begin your video with a short, compelling story. Stories are relatable and draw people in emotionally. For example, "Last year, I was struggling with my online business until I discovered this one strategy..." Sharing a personal experience makes your content more relatable and engaging.
A fourth way to hook your audience is to use a hook statement, which is a catchy, memorable, or controversial sentence that summarizes the main idea of your video. A hook statement can grab your viewers' attention, spark their interest, or challenge their assumptions, and make them want to hear more. A hook statement can also communicate your value proposition, your credibility, or your differentiation, and persuade your audience to watch your video. For example, you could use a hook statement that makes a bold claim, a surprising fact, a shocking statistic, or a funny joke, depending on the tone and audience of your video.
A strong hook statement can catch your audience’s attention right away. It should be bold and intriguing, like, "This simple tip will change the way you think about marketing forever." A good hook statement promises value and piques interest.
A fifth way to hook your audience is to use visuals and sounds, which are the elements that create the aesthetic and sensory experience of your video. Visuals and sounds can attract your viewers' eyes and ears, create an atmosphere, or evoke an emotion, and make them feel immersed in your video. Visuals and sounds can also support your message, your story, or your brand, and enhance your video quality and professionalism. For example, you could use visuals and sounds that are relevant, appealing, consistent, or contrasting, depending on the mood and style of your video.
One of the biggest things people forget about when making videos is how much impact music has. Changing the music bed or customizing it to follow the action or fit the mood of the story/narration can completely change how it's received by the audience. Take your time and really look for music that's appropriate to the story that you're trying to tell and the feeling you want to evoke in your viewers. Developing that skill alone will set you apart from other video creators.
Music is the one art that can evoke emmotion or create a mood without you even realizing it. I’m not a lawyer and don’t play one on TV, but you do need to be sure to have the rights to use the music you pick and can’t just use any music. There are some great resources for copyright-free (typically within editing tools) or low cost music.
Music or loud sound will draw you to the images and keep you watching. Music and proper sound mixing force feb viewer to look at your video. Don’t use generic pieces take your time making sure your music is telling the same story as the video and that it is emotionally engaging
I love the process of creative video play. My channel is youtube.com/user/hodgewilliams since 2008. I shoot for the edit knowing from analytics I know if my viewer is attending the show. I pick music first. Get a mood for the creation. Have to tap your foot to be a good artist. And my cuts are specific to pre intro L cuts, where the music or sound enters before the cut. Give the viewer a moment to put beats away. Shows in analytics where you leave. Cool
A sixth way to hook your audience is to test and optimize your video, which means to measure and improve its performance and impact. Testing and optimizing can help you understand how your viewers react to your video, what works and what doesn't, and how to make it better. Testing and optimizing can also help you achieve your video goals, whether they are to increase views, engagement, retention, or conversion. For example, you could test and optimize your video by using analytics tools, feedback surveys, split tests, or experiments, depending on the metrics and outcomes you want to track and optimize.
Regularly test different hooks to see what works best with your audience. Use analytics to track which videos have higher retention rates and optimize based on the results. Continuously refining your approach ensures that you keep improving your ability to captivate your audience.
Scrap lengthy or clickbaity openings. After 15 seconds, we get it. Present real content as early as possible. Weave introductions into the content. Present the best of the content first. Audiences are learning that videos with clickbaity openings, i.e., "Everything you knew about xyz is wrong," rarely deliver. Just deliver.
There is far too much reliance on cheesy, disingenuous video tricks, or visuals that have no relevance to the content. Frankly there are far too many videos. When a visual medium gets flooded with too much poorly realized content then what happens is that real storytelling gets ignored. The audience attention span for video content is that of what a billboard on the highway used to be... 8 seconds or less. Get to the point. But to do that, first understand the point you or your client are trying to make, and then decide how it is best created in video form. Even being in the industry now, I can barely watch any video for more than 2-3 seconds as they all seem and use all of the same cheap methods. Present the truth. Straight up.
I’ve seen some people use TikTok videos here. What do you think of that? I’m still debating. Some work for me because I like TikTok, but I think I’d remove the watermark so people don’t think you’re just blasting out the same thing everywhere.
Connect from the first moment…. It has to have wonder in the story! My example… https://youtu.be/BNQSD04Tj40 https://youtu.be/BNQSD04Tj40