Ever noticed how some videos barely hit the 200-view mark while others go viral? Whether it's about nailing the opening or making sure the ending packs a punch, numbers can tell us a lot.
The main goal of this microlearning unit is to show you how to make your videos more engaging by looking at how your audience watches and interacts with them. By doing this, you'll get a better idea of what works and what doesn't, helping you improve your videos going forward. Over the last couple of years, diving into the world of short-form videos has taught me quite a bit about what grabs viewers' attention and what doesn't. It's been a journey of hits and misses, and through it all, I've identified some key metrics that can really make a difference in optimising your content.
Hi, I'm Tarek. Connect with me on LinkedIn to share ideas and keep the conversation going!
To turn this understanding into action and ensure your content always hits the right note, watch the video below.
Engagement is a big deal when it comes to videos. Even if everyone watches your video till the end, it won't really take off unless people are also talking about it or sharing it. Here's the breakdown:
- Not many likes or shares? It might mean the video didn't hit the mark or wasn't super interesting to viewers.
- Not many comments? Then it probably didn't get people excited or thinking enough to chat about it.
Take this from one of my TikToks that got around 600,000 views. It got loads of likes, comments, and shares, which really helped it go viral. It's all about making something that people want to talk about and share with their friends.
If you want to learn more about how this particular TikTok went viral, you can check my YouTube video below:
5 Short-Form Video Hooks to Try
A video hook is the first part of a video that grabs the viewer's attention, usually in just a few seconds. It's important because it decides if viewers keep watching or skip to another video.
I made this video to demonstrate how two identical videos can perform differently by merely altering the first 2 seconds.
With so many videos out there, a strong hook helps your video stand out by sparking interest or emotion right away. This makes it a key and essential part of making successful videos.
Here are five tips that might come in handy:
- "We’re sharing a secret about ____.”
Humans are naturally curious, especially about "secrets" which imply insider knowledge or something hidden from the general public. This hook plays on the desire to be in the know and the allure of discovering something exclusive.
- “This tip/video is for _____”
By directly addressing a specific audience, this hook makes the content immediately relevant to those individuals. It creates a sense of belonging and personal connection, as viewers feel the content is tailor-made for them.
- “You’ll wish you knew _____ sooner…”
This hook leverages the fear of having missed out on something important that could have made a difference in the past. It promises valuable information or solutions that the viewer will regret not knowing earlier, prompting immediate interest.
- “We did _____ so you don’t have to”
This hook suggests that the content creator has gone through a process or experience so the viewer doesn't have to, saving them time, effort, or potential mistakes. It positions the creator as a helpful guide or expert, building trust.
- “If you struggle with _____, listen up!”
This hook directly addresses a pain point or challenge the audience might be facing, creating an instant connection through empathy. It also hints at providing a solution or relief, making it compelling for those seeking answers or improvements in that area.
Exercise: Writing video hooks that sticks
In this exercise, you'll dive deep into the art of crafting compelling hooks that not only draw attention but also encourage viewers to watch your entire
video. Here's why you need to do:
Part 1: Analysis and Reflection
- Explore Your Feed: Open your TikTok or Instagram app and browse through your feed. Watch a variety of short-form videos that catch your eye.
- Evaluate the Hooks: After watching each video, pause to note your initial reaction to the opening hook. Ask yourself: Did it immediately grab my attention? If so, what about it stood out?
- Document findings: Document which hooks were most effective for you and explore why they worked well.
Part 2: Crafting your hooks
- Choose a Theme: Select a topic or theme that interests you for a potential video.
- Create Your Hooks: Craft a unique hook for your topic using each of the five styles: secret, targeted, FOMO, convenience, empathy.
Wrapping Things Up
- Craft a Captivating Start: The first 2 seconds are crucial. A strong opening can make a world of difference, pulling viewers in and setting the tone for what's to come.
- Keep It Engaging: Noticed a drop-off after a strong start? It might be time to cut the fluff. Getting straight to the point and delivering value without delay keeps the audience hooked.
- End on a High Note: A video that maintains interest but fizzles out towards the end is a missed opportunity. Concluding with a clear, compelling call to action can turn a good video into a great one, encouraging shares and further engagement.
- Measure and Refine: By closely observing retention metrics, identify what works and what doesn't. This ongoing process of analysis and adaptation is key to continually improving content and keeping the audience engaged from start to finish.
Additional Resources
- The "Viral video club" TikTok account: This account is full of tips and real-life examples of what makes a video go viral. I personally learned a lot from Yasin's videos, you can follow him here.
- Evan Hand's TikTok account: Another account that i got a lot of insights from, you can follow Evan here.
Hi, I'm Tarek. Connect with me on LinkedIn to share ideas and keep the conversation going!