Do you actually know how to keep people watching your video past the first 3 seconds?
Ever wonder why you can be scrolling on Instagram, stumble across some rando on the internet saying something like: “I tried this weird trick…”
And before you know it, you’re 14 minutes deep into your 3rd YouTube video by this person you’ve literally never seen before?!
But then if it’s that easy, how come you spend hours planning, writing, filming and editing a video.
That only holds your viewers’ attention for approximately, um, 2.5 seconds?!
I mean, what gives?!
Is it the algorithm?
Do you need better editing?
Better lighting or a better camera?
A more interesting personality?
Actually, probably not.
Because the biggest difference between videos that get ignored and videos people binge.
Is something that happens before the creator has even finished their first sentence.
Yeah, the viewer decides whether to watch or scroll within three seconds, sometimes faster.
And before you go thinking.
Well, I’m screwed, “I’m not charismatic” or “I’m an introvert” or “I’m so awkward on video.”
I’ll stop you right there, because your ability to captivate an audience quickly has nothing to do with your charisma, or personality, or how “good” you are on video.
The best videos do something that’s completely invisible to the average person.
And it’s something you can learn how to do quickly, especially if you’re a copywriter.
YouTube videos, Instagram Reels, TikToks, Netflix documentaries, and even TED Talks.
Don’t happen by accident. They are scripted to engineer attention.
From the hook to the bridge to the content framework to the CTA and every single coherence marker, transition, and open loop in between.
And this is great news for you. Whether you’re scripting these videos for yourself, or you’re writing scripts for clients.
Because once you understand how a great video is engineered, getting views isn’t a “random fluke” or “dumb luck”.
It’s a simple formula that you can replicate over and over again to start crafting amazing videos people can’t help but binge.
And it all starts with.
The HOOK
Those first 3 seconds that decide whether someone stays or goes, so arguably the most important part of any video script.
Today, I’m going to share three of my favorite types of video hooks that instantly grab attention.
But I’ll do you one even better. I have a swipe file filled with 99 hooks that you can steal word-for-word, waiting for you at the end of this post. So make sure you stick around for that.
Now, let’s start with the easiest, and one of the most powerful, hooks you can use.
Video Hook #1: Curiosity
So here’s a boring hook.
“Today I’m going to teach you three email marketing tips.”
I mean, yes, you do want to let your viewers know what your video is about so they know they are in the right place.
But nothing about that sentence is very compelling or interesting, especially now that ChatGPT can tell you tips on tips on tips on tips on tips for days.
There is also absolutely zero urgency with this hook that makes me feel like “omg I have to find out about this.”
Now compare that to this.
“In this video, I’m breaking down some of my best performing emails right now.
And I think you’ll be surprised that many of them completely break the traditional “email rules” marketers have been following for years.”
See the difference? Immediately, your brain starts asking questions.
“What were the rules?”
“How were they wrong?”
“Have I been doing it wrong this whole time too?”
That’s called creating an Information Gap.
There’s actually a psychological principle called the Information Gap Theory.
It basically says that when there is a gap between a question that has been opened in our minds and the answer which remains uncertain.
Our brain experiences tension.
And as humans, we just can’t help it, we have to resolve that tension.
It’s why you keep reading one more chapter.
It’s why you watch “just one more episode”.
And it’s why you click on headlines that say “Scientists discover…” or “You won’t believe what happened next…”
Your brain wants closure for these open loops.
Great creators understand this concept and they intentionally create that feeling within the first few seconds of a video.
Now this is an important distinction, I’m not talking about clickbait.
Clickbait creates curiosity, but never delivers on it.
A great hook creates curiosity and actually delivers on the promise.
There’s a big difference.
Curiosity is probably the easiest hook to start using today.
But it’s not the only emotional trigger that stops someone from scrolling.
There’s actually a second one, and depending on who you ask, it might be an even stronger itch to scratch than curiosity.
Because this one isn’t rooted in what your audience wants to know, it’s rooted in what they’re afraid of.
Video Hook #2: Pain
Humans are naturally wired to pay more attention to pain rather than gain.
Psychologists call this Loss Aversion.
It’s the idea that losing $100 feels far more painful. Than finding $100 feels exciting.
I mean, sure, finding $100 would be great. Who wouldn’t be excited about that?!
But losing $100 of your own hard-earned money when you got bills to pay and a family to feed? Phew, that emotion is much stronger, which is what makes this work so well when it comes to getting your viewers’ attention.
But before you think: “Cool, so I just need to scare people.”
Let me stop you right there. Because pain does not equal fear-mongering or putting salt in the wound.
It simply means you shine a spotlight on a problem your audience already has, because it immediately tells them you get what they’re going through.
So here’s a boring hook.
“Today I’m going to share three copywriting tips.”
Turned into a pain hook.
“Let me tell you the biggest mistake new copywriters and marketers make that stops them from building successful freelance businesses, and no.
It’s not bad writing. It’s not a lack of skills or experience. And it’s not even over-reliance on AI.”
Now this is something I see newer creators do all the time.
They start their video script with the solution:
- “Here’s how to write better hooks…”
- “Here’s how to grow on Instagram…”
- “Here’s how to get more clients…”
And a benefit hook like this can work, but people don’t buy into solutions until they’re emotionally connected to the problem first.
So instead of saying: “Today we’re talking about how to land clients.”
You might say:
“…these 5 common mistakes keep new copywriters stuck, broke and unsuccessful…”
Starting with the pain or problems your audience is already experiencing, in other words meeting them there, and then offering your solution is much more powerful than starting with the solution alone.
So curiosity makes people wonder.
Pain makes people pay attention.
But there’s a third hook, and it’s my personal favorite.
This hook doesn’t just grab attention.
It actually makes people argue with you in their own head.
But even if they disagree with you, they can’t look away.
And that’s exactly the point.
Video Hook #3: Contrarian
This is where you intentionally challenge a common thought or belief your audience believes to be true.
If I say, “Optimizing your sales page is important.”
You’re like, well, yeah, duh! Everyone knows that, and then you move on immediately.
But if I said,
“…having great copy on your sales page is no longer enough…”
Wait, what?! Now your brain slams on the brakes.
And even if you disagree.
You’re now paying attention.
And that’s the whole freaking point.
One of the biggest mistakes creators make is saying what everyone else is already saying.
How many videos have titles like.
- “5 Productivity Tips.”
- “How To Grow On Instagram.”
- “Email Marketing Best Practices.”
I mean, sure, SEO matters.
But when your title says the same exact thing as every other title out there.
Nothing differentiates it. There’s nothing making a person choose your video over all the other ones exactly like it.
On the other handβ¦
When you utilize a contrarian hook, you instantly create tension and differentiate your content.
Now here’s the important part to remember.
A contrarian hook is not about making outrageous claims.
It’s about challenging assumptions, you’re inviting people to reconsider something they’ve always assumed was true.
And those are two very different things.
“Most people think you should create a product first and then find customers to buy it. But that’s actually backwards…”
“I regret going viral…”
Or one of my favorites…
It doesn’t matter whether your audience agrees or not.
It matters that they’re paying attention. And in the rest of the video, your job is to back up your contrarian opinion.
Now, did you notice what all of these hooks have in common?
The Curiosity Hook
The Pain Hook
And the Contrarian Hook
Are all doing the exact thing.
They’re creating an emotional reaction.
One makes you curious.
One makes you concerned.
And one surprises you.
And the lesson is this. Because people don’t stop scrolling because a sentence sounds clever.
They stop scrolling because they feel something. That is how you keep people watching.
And don’t forget to grab your free 99 Hooks Swipe File. This has 99 social hooks that you can steal word-for-word.
Until next time, I’m Alex. Ciao for now.
