Guiding Question: How can you grab attention?

Did you know you have only about 5 seconds to capture someone's attention before they scroll past or click away? Connecting with your audience on an emotional level is a proven way to maximize those precious moments. Some emotions you can quickly tap into include:

1. Familiarity: Introduce yourself or your brand to build trust and confidence.
2. Surprise: Share something unexpected to intrigue your audience.
3. Curiosity: Present an idea that makes viewers want to keep watching to learn more.

Curiosity, in particular, is incredibly powerful for engaging viewers and keeping them hooked, especially in video content.

By pointing out this gap in understanding, video creators help viewers recognize what they don’t know, sparking curiosity and a desire to learn more. It’s an excellent strategy to make your audience excited to hear what’s coming next.

Now, let’s explore some examples of hooks that effectively leverage the Curiosity Gap.

Using superlatives or bold language in a statement is an excellent way to capture attention and set the hook. Viewers are naturally curious to learn more and will stick around to hear your explanation. By making a strong claim, you spark their interest and keep them engaged.

Take a look at the opening line in the example below. It works because it connects to your interest in your favorite morning beverage—and then surprises you by mentioning drugs! Talk about an unexpected twist!

Using a statistic provides your audience with a concrete fact to engage with right away and builds trust in your expertise. Eye-opening statistics are especially effective at emotionally connecting with viewers because they can succinctly summarize a complex problem while also conveying urgency.

For example, citing reputable research on bullying not only makes the speaker more credible but also instantly highlights the seriousness of the issue, drawing the viewer in to learn more.

Questions are an effective way to hook your viewer because they spark curiosity and even a touch of uncertainty as they ponder the answer. By asking a question, you show them that you have knowledge they don’t, and you’ve primed them to think about potential answers.

The video below demonstrates this perfectly—whether or not they’re already tracking their finances, viewers will start questioning if they’re doing it in the best way possible. That curiosity keeps them watching to find out.

WIIFM - What's in it for me?

A proven way to craft an engaging hook is by clearly conveying the value your content offers, effectively answering your viewer’s question: “What’s in it for me?”

This is known as a WIIFM statement, which emphasizes the benefits your audience will gain from engaging with your video. It bridges the gap between their needs and the content you’re providing, making it more relatable and compelling.

Incorporating WIIFM statements into your videos is powerful because it grabs attention and inspires action. By focusing on the advantages of a product, service, or idea, it builds relevance and urgency, encouraging your audience to stay engaged.

Reflection

Here’s a collection of opening sentences you can use to kick off your video effectively. Think about how you can structure them to tap into the Curiosity Gap and address the question, "What's in it for me?"

Consider these factors:

1. Activate Curiosity: Does the sentence leave the audience wanting to know more?
2. Provide Value: Does it highlight the benefit or relevance to the viewer?
3. Match the Tone: Does it align with your content’s style and resonate with your audience?

Which of these opening lines fits your message and target audience best? Choose the one that will make your viewers eager to keep watching!

TRY THIS TOOL: Looking to craft the perfect introduction for your video? Follow this simple 3-step guide. Use this template.

Go to next course: "Organize - Key Topics"