The Art of the Hook

For dogs it’s about 2 minutes on average.

Chimps last about 20 seconds.

Goldfish drop down to 9 seconds.

But all have a longer attention span than humans, who have dropped from around 12 seconds in 2000 to about 8 seconds today. Whew! That’s short.

The good news is that video engagement seems to be steady, up to 2 minutes, meaning people will watch your 120-seconds as much as your 30-seconds… as long as your story is good! But those first 8 seconds are still crucial to hooking your audience till the end.

Make the hook work for you by remembering two key ingredients: curiosity and value.

CURIOSITY: Content consumers want a compelling reason to stick around. As they scroll across a myriad of videos, one sure-fire way to get the thumb to stop is to pique their interests. Visually engage them quickly. Showcase an unexpected visual or sequence. Use colors and patterns that grab attention. Tease to something that will pay off later. Introduce a well-known face.  

VALUE: Piquing your audience's interests or showcasing a benefit is another effective way to keeping them engaged. Know your why. Build your opening with an understanding of your ending. What response do you want as a result of watching your video? How can you service that desired action through your opening? Make them think you know something they don’t or that you have something they want.

People are busy, priorities are always fluctuating, content is streaming in from everywhere. Keep in mind the importance of focus too! Help your viewers engage by identifying one simple idea right away, allowing your audience to grab on for the whole ride and the payoff at the end.

The multi-screen world we live in has made it harder for folks to filter out the nonsense. Distractions are up, and white noise is louder than ever. When it comes to video storytelling, hooking them means keeping them, giving you the opportunity to deliver a worthwhile payoff.

If all else fails, just show them some cute babies or funny cats.