There’s nothing more important than the hook in video marketing. A hook is that eye-catching visual or soundbite designed to grab your audience’s attention from the first second. Without a good hook, your video is doomed to be ignored, and all the hard work you put into the rest of your content will go to waste. In film, we’re often taught that the first two acts of a movie can be bad, but if the third act is excellent, people will still love the movie. This isn’t the case in video marketing. Whether you’re creating content for a private school, a nonprofit, or any other brand, getting this part right is crucial. But how do you do it? And perhaps more importantly, how do you avoid doing it wrong?
What Makes a Hook Effective?
An effective hook pulls your viewers in immediately, making them curious, amused, or intrigued enough to keep watching. We often call this “scroll stopping,” which is a good goal to have. The first few seconds (3-8 seconds to be exact) are everything because that’s when people decide whether they want to commit their time to your message or keep scrolling. Here are some strategies to ensure your hook works:
- Humor: Humor is a universal tool that, when done right, can immediately make your video memorable. A clever joke, a funny visual, or a quirky scenario can work really well. That said, the humor needs to align with your brand and message. A joke that feels forced or out of place (or worse… offensive) can have the opposite effect and turn viewers away.
- Profound Statements: Sometimes, starting with a bold or thought-provoking statement can hook viewers by making them want to hear more. For example, if you’re a school dedicated to students with learning differences, a statement like “Every day, too many children struggle in classrooms that aren’t designed for their unique needs” instantly underscores the urgency of creating a supportive learning environment.
- Addressing the Audience Directly: Speak directly to your audience’s needs or challenges. If you’re a business growth expert, opening with, “Is your company ready to scale effectively?” immediately shows your content is tailored to their interests. You can even niche it down more if you are targeting a specific industry like HVAC, retail, or even videographers (I get these all the time).
- Quick Cuts and Best B-Roll Visuals: Quick cuts and dynamic visuals can energize your opening, making it hard for viewers to look away. High-quality B-roll that’s relevant to your story keeps the visual appeal high, giving your audience something engaging to watch right from the start. This is what we do for many of our clients. You can see some examples of compelling videos, hooks, and intros here.
But while it’s important to create a hook that grabs attention, there are some red flags to be aware of.
When Hooks Go Wrong
I once stumbled across a Facebook ad that epitomized everything not to do. It featured a semi-famous rapper delivering what was supposed to be a catchy slogan. He then stepped aside, and the business owner took over with a poorly executed pitch. The shift from the rapper’s flashy intro to the owner’s uninspiring message felt like a bait-and-switch. Instead of being engaging, it was jarring and left me (and likely many others) feeling deceived. The brand lost credibility, and the ad likely did more harm than good.
This example highlights the importance of authenticity. Your hook should be attention-grabbing but also true to the content that follows. If your hook sets up expectations that the rest of your video can’t meet, you’ll end up disappointing your audience, which can lead to a loss of trust.
What to Avoid in Your Hooks
Don’t overpromise your results. I know, it’s easy to fall into the trap of overpromising, but it can create a misleading message. This is something I see a lot in the content creation space, particularly with online coaching ads. These videos often make outrageous claims like “Earn six figures in six weeks” or “Earn monthly retainer revenue in 90 days or less!” Sounds awesome, right? However, the problem with these types of hooks is that they create unrealistic expectations. Viewers may be intrigued initially, but when the promises aren’t delivered, the backlash can be severe. Not only will you lose credibility, but your brand’s reputation could also take a hit. It’s not a good long-term idea.
Instead, focus on hooks that genuinely reflect the value of your content and your brand. If you’re a private school, don’t promise parents that their children will become prodigies after enrolling. Instead, highlight the real benefits your school offers, such as a supportive learning environment, being a valuable member of the community, or any other value-add that your school achieves.
Final Thoughts
Creating the perfect hook is an art that requires a balance between creativity and authenticity. It’s not uncommon for content creators to have numerous different hooks and then swap them out with some A/B testing. Get it right, and your video will not only capture attention but also resonate deeply with your audience. Get it wrong, and you risk losing them before you’ve even had a chance to share your message.If you want to learn more about hooks and how to properly use them for your video marketing plan, feel free to reach out and schedule some time to chat here.
