This one is for YouTube, Facebook, Instagram, and anything else that has a video asset where we want to stop people from skipping with a Hook of some type.
If the point of the asset is to show a “cool” or interesting result of some type, start the video with that result. This gets people interested in the video and ready to watch the buildup to the result.
This seems counter-intuitive. You wouldn’t ruin a film by telling someone how it ends. You need to be careful that the opening “result tease” shows just enough to let the viewer know what they’re in for if they continue watching, but not enough that they are satisfied with it.
To accomplish this, only show the result for a very short time (2-4 seconds).
Example:
The Sugar Art is a company that makes edible glitter and food colorings. We want to make an ad for Facebook that makes people excited to make glittery cupcakes at home.
(video opens immediately to someone holding a sparkling cupcake under a light, close up/macro)
Voiceover: I made these beautiful cupcakes for my nephew Jaden’s grad party, and they absolutely killed. Watch til the end to see how easy it was
(video changes to woman in kitchen mixing batter in a sped-up timeline)
Voiceover: So I began by making my favorite cupcake recipe, in this case it’s just the one that was on the side of the box…
(script continues, but is truncated for this post)
Leave a Reply