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This lesson is about the hook, a crucial element in video content. The hook is the "scroll stopper" - the first 3-5 seconds of a video that determines whether viewers will continue watching or move on. It's effective when it captures interest by doing a few key things right.
The hook is critical because it's the moment when viewers decide to either keep watching or drop off, making it a vital component in creating engaging video content, especially for social media platforms.
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This chart shows how long viewers stay engaged with a video. On the x-axis, we see the duration a video is watched, and on the Y-axis, the percentage of viewers remaining.
A typical video without a strong hook quickly loses viewers, with less than 20% still watching after 13 seconds. In contrast, a video with a good hook retains over 100% of viewers at 10 seconds and 70% by the end.
This demonstrates the importance of a strong beginning to maintain viewer interest throughout the video.
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Here are 5 great hook examples.
Promise to solve my problem: Engage your audience by addressing a common issue they face and offering a solution. Example: "Do you sleep better at low temperatures?" This hook promises to provide advice on sleeping more comfortably at lower temperatures.
Make me puzzled and I want to know more: Create curiosity by presenting something intriguing and slightly ambiguous. Example: "Is this already ready?" This hook makes viewers wonder what "this" is, prompting them to keep watching for the answer.
Ask me a question I want the answer to: Pose a question that piques curiosity and is relevant to the audience's experiences. Example: "Do you know what's weird this time pregnant?" This hook sparks interest in unusual aspects of pregnancy, encouraging viewers to stay for the answer.
Promise to give me valuable information: Offer insights or advice that your audience will find useful. Example: "Ah, I bought way too many unnecessary things when I became a mom. Did you?" This hook promises to share tips on avoiding unnecessary purchases as a new parent.
Touch me emotionally: Create an emotional connection by sharing personal and relatable stories. Example: "This is my son James." This hook appeals to emotions, fostering a deeper connection with the audience.
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Here are 5 hooks you DON'T want to create:
Showing the product: Avoid showing the product at the very beginning, especially in an ad-like way. This looks like an advertisement and doesn't work.
Talk about the product: Don't talk about the product right away. Examples like "Vacuum without the cable chaos" sound like obvious ads.
Be the obvious ad intro (B-Roll): Avoid using generic intros that seem like obvious ads without mentioning the product, such as "I love cooking".
Be the obvious ad intro (voice-over): Don't use obvious ad-like questions or statements, like "Do you need a reliable everyday companion?"
Introduce yourself: Starting with self-introduction (e.g., "Hi, I'm Mary") is not interesting enough and doesn't work as a hook.