Capturing your audience's attention is more challenging than ever.

With countless videos vying for viewers' time, how do you make yours stand out?

The answer lies in the hook—the critical element that grabs attention and keeps viewers engaged.

In our previous blog we outlined the three main types of hooks.

This comprehensive guide will provide you with 7 practical tips to create engaging hooks for your videos, ensuring your content not only captures attention but also drives meaningful engagement.

1. Be the Purple Cow

Seth Godin coined this concept to say that the best way to grab attention is with something remarkable, something that stands out like, well… a purple cow. Think about it—do you want your content to blend in with the noise or stand out like a beacon? If you want to engage your audience, you need to surprise them, to make them go, “Whoa, I didn’t expect that!” Whether it's through innovative ideas, unconventional visuals, or surprising twists, make your content stand out like a purple cow in a field of brown ones.

How to apply this: Add an element to your content that’s unexpected—whether it’s humour, a twist, or a piece of info that your audience wouldn’t see coming. Make your content as impossible to ignore as a purple cow wandering through your office.

A great Purple Cow brand example in video marketing is Old Spice with their "The Man Your Man Could Smell Like" campaign. This ad completely stood out from traditional men’s grooming commercials by being bizarre, over-the-top, and full of unexpected twists—ultimately creating something so remarkable that it became a cultural sensation.

How It’s a Purple Cow:

1. Unconventional Approach: Instead of a typical product demo or standard endorsement, Old Spice created a fast-paced, surreal narrative where the spokesperson (Isaiah Mustafa) moves seamlessly between absurd scenarios, like standing in a bathroom and suddenly transitioning to a boat or riding a horse.

2. Memorable and Remarkable: The constant, unexpected shifts in the setting, combined with the smooth delivery of humorous lines, made the ad impossible to ignore. It was so different from anything else in the men’s grooming space at the time that it instantly became memorable.

3. Worthy of Being Talked About: People shared the video because it was so unique and humorous. It went viral, got parodied, and turned Old Spice into a brand people suddenly wanted to talk about.

Tip for using a Purple Cow in your content: Find a way to present your brand or product in an unexpected, memorable, and engaging manner that stands out from the norm. Whether it’s through humour, unusual visuals, or a bold narrative style, making your content remarkable enough to be shared is key.

2. Master the Cliffhanger Hook

Let’s be honest, we’re all hooked on a good hook. But here’s the catch (pun intended): why settle for one when you can have two? Cliffhanger hooks are designed to keep viewers hanging on every word, waiting for the next big reveal.

You might start with something like, “I’m going to show you how to increase your sales by 50% this month,” and just when they’re leaning in, you add, “but if you stick around, I’ll show you how to triple it!”

How to apply this: Create layers in your storytelling. Tease with a juicy payoff and then keep the biggest reveal for last. Think of it like writing a thriller—every twist builds on the last one.

An excellent example of a UK brand mastering the cliffhanger hook is Compare the Market with their famous Meerkat advertising campaign. The brand introduced a storyline featuring animated meerkat characters, Aleksandr and Sergei, which unfolded over multiple adverts.

How They Used the Cliffhanger Hook:

• Initial Hook: Each advert begins with a humorous or intriguing scenario involving the meerkats, capturing viewers' attention immediately.

• Teasing a Bigger Reveal: Partway through the advert, a new problem or mystery is introduced—such as a missing character or an unexpected challenge—that isn't resolved by the end.

• Encouraging Continued Engagement: The advert concludes with a prompt like "To be continued..." or hints at a resolution in the next instalment.

• Delivering the Payoff: In subsequent adverts, they address the cliffhanger, providing the resolution while introducing a new twist to keep the cycle going.

  
  

Why This Works:

• Increased Watch Time: By ending on a cliffhanger, viewers are motivated to watch future adverts to see how the story unfolds.

• Brand Recall: The ongoing storyline makes the adverts memorable, strengthening brand recognition and recall.

• Audience Engagement: The narrative encourages viewers to discuss theories and anticipate the next advert, boosting engagement both online and offline.

  
  

Example in Practice:

In one series of adverts, Aleksandr announces a new addition to the Meerkat family. The initial advert teases the arrival without revealing details, urging viewers to stay tuned. The mystery around the new character creates anticipation. In following adverts, the storyline progresses, eventually introducing the baby meerkat, Oleg, satisfying viewers' curiosity while setting up new plot points.

Key Takeaways for Marketers and Business Owners:

• Build a Narrative: Craft a compelling story that can be extended over multiple pieces of content.

• Use Cliffhangers Strategically: Introduce elements that pique interest but withhold full details to encourage viewers to return.

• Maintain Consistency: Keep the core characters or themes consistent to build a loyal audience base.

• Engage Across Platforms: Leverage social media and other channels to tease upcoming reveals and engage with the audience's predictions and reactions.

By incorporating these strategies, you can create a series of engaging videos that not only capture attention but also build a sustained interest in your brand.

3. Cut the Fat

Every second counts. The more concise your video is, the more engaging it will be. We’re all guilty of filler content, but the leaner and meaner your video, the better it performs. Cut out all the boring bits—empty space, filler words, anything that doesn’t add value.

How to apply this: Less is more! Be ruthless with your editing. If a section of your video isn’t adding punch or information, get rid of it. Keep your content concise, to the point, and engaging from start to finish.

A perfect video example of Cutting the Fat can be found in Dollar Shave Club’s "Our Blades Are F*ing Great"** video. In this video, Dollar Shave Club grabs attention immediately and uses humour to deliver their message without any fluff, making each second count.

Example:
In the Dollar Shave Club video, every frame is packed with value and wit, keeping viewers hooked until the end. Here’s how it exemplifies Cutting the Fat:

• No Long Introductions: The video begins right away with the CEO saying, “Hi, I’m Mike, founder of Dollar Shave Club,” and quickly moves into the core message. There’s no long-winded background story—just a direct, punchy start.

• Quick, Concise Statements: Every line delivers value, humour, or key product information. Statements like “Our blades are f***ing great” and quick descriptions of the product keep things moving rapidly without unnecessary elaboration.

• Minimal Explanation: Instead of explaining the company’s history or product details in depth, the video focuses on why their product is convenient and affordable in simple, clear terms, avoiding any excessive detail.

• No Waiting Around: The video never lingers on one point too long. Every joke, statement, and scene moves the message forward, ensuring there’s no dead time.

  
  

Why This Works:
By removing all filler content and focusing only on memorable, impactful moments, the video respects the viewer’s time and keeps them engaged. The lean format combined with humour keeps viewers watching and drives the message home effectively.

Tip for using this approach in your content:
When creating your video, keep only the lines and visuals that add direct value. Cut out long introductions, rambling explanations, or any pauses between actions. Use humour or striking visuals when appropriate to keep the content engaging and fast-paced.

4. Engage the Senses with Sound Design

A very experienced sound engineer who worked on The Beach with Leonard DiCaprio and Batman Begins once told me “Sound is half your picture!”

Sound is one of the most overlooked elements in video content creation, but trust me, it’s crucial. Great sound design can make or break your content. It elevates the experience, turning a simple video into a dynamic story. Whether it's music, sound effects, or just crisp, clean audio, don’t forget sound.

How to apply this: Add audio cues that complement the visuals. Experiment with sound effects to highlight key moments. Think of sound as a way to add emotion, tension, or excitement. It’s like the secret spice in your content recipe that keeps viewers coming back for more.

A more recent example of leveraging sound design comes from Nike's 2021 "Play New" campaign, particularly in their video titled "Nike Play New | Discover Your Inner Greatness." This video uses sound design to elevate its storytelling and engage the viewer right from the start.

In this video, Nike showcases people trying new sports or activities, often failing but having fun along the way. The sound design plays a crucial role in enhancing the viewer's connection to the video.

1. Sound Effects for Realism: As individuals try new sports—like tennis, golf, or running—Nike amplifies the sound of each action. For instance, the sharp crack of a tennis ball hitting the racket, the satisfying thwack of a golf club hitting the ball, or the rustling of shoes on pavement. These sounds make the viewer feel like they’re right there in the action.

2. Playful, Uplifting Music: The video uses playful and upbeat background music that matches the light-hearted tone of the ad. The music dynamically adjusts to match the success or failure of the person on screen, emphasising the fun of the journey, regardless of the result.

3. Layering of Ambient Sounds: In addition to the main actions, there are subtle ambient noises like wind, distant voices, or the sounds of a busy city park, which provide context to the scenes and make them feel more immersive.

4. Pauses for Emotional Impact: At key moments, the video drops the music or sound effects entirely, allowing the focus to shift to a facial expression or a critical point in the story. For instance, when someone misses a shot or fails at an activity, there’s a brief silence, drawing attention to the moment and then resuming with laughter or a recovery, emphasising resilience.

   
   

Why This Works:

• Relatability and Fun: The combination of realistic sound effects and light-hearted music reflects the message of trying new things, failing, and enjoying the process. The sound design makes the experience feel both personal and enjoyable.

• Emotional Journey: The shifts in sound intensity, from silence to high-energy effects, guide the viewer’s emotional response, keeping them engaged throughout the video.

Tip for using this approach in your content: Use sound design to add realism to actions, whether it’s the rustling of clothing, the snap of a product being used, or the ambient noise of a busy environment. Integrating dynamic background music and using sound pauses at key moments will help build emotional connections with your audience, keeping them more engaged in the experience.

A great recent example of a low-budget UK brand that leverages sound design is the British food company, Greggs, in their 2021 TikTok video promoting their vegan sausage roll.

Example: Greggs Vegan Sausage Roll TikTok

In this TikTok, Greggs takes a simple, budget-friendly approach, yet effectively uses sound design to engage viewers and make the video more dynamic.

1. Amplified Sound Effects: The video starts with close-up shots of the vegan sausage roll being unwrapped, and Greggs amplifies the sounds of the crinkling wrapper and the crisp, satisfying snap of the roll being broken in half. These sounds are sharp and clear, making viewers feel the freshness and crunch of the product, appealing to their senses.

2. Subtle Background Music: Instead of loud or distracting music, the video uses subtle background music that complements the tone of the video. The music is light, fun, and doesn’t overpower the sound effects, creating a relaxing and pleasant vibe.

3. Voiceover and Humour: A playful voiceover narrates the process in a light, humorous tone, talking about the vegan sausage roll as if it were a prized possession. The sound of the voice is clear and close to the microphone, giving the effect of a personal interaction, as if the brand is directly speaking to the viewer.

4. Silence for Emphasis: At one point, when the sausage roll is being bitten into, there’s a brief pause in the music, allowing the sound of the bite to stand out. This silence emphasises the crispness of the roll and enhances the sensory appeal.

Why This Works:

• Engages the Senses: The crisp, amplified sound of biting into the sausage roll immediately makes viewers imagine what it would taste like. The sensory appeal hooks viewers who may now crave the product.

• Playful Tone: The playful narration and subtle music align with Greggs’ fun, approachable brand voice, making the content feel light-hearted and relatable.

• Low-Budget, High Impact: Despite the simplicity of the production (just a close-up of the product), the clever use of sound design makes the video engaging and polished without the need for a big budget.

Tip for using this approach in your content: Even with low-budget production, you can elevate your video by focusing on sound design. Amplify natural sounds like packaging, cooking, or the use of your product, and add a subtle background track that matches your brand’s tone. This makes even simple visuals more engaging and sensory-driven, keeping viewers hooked.

6. Future Pacing for Anticipation

One way to make your audience stay until the end is by offering a glimpse of what’s to come. This technique, known as future pacing, keeps your viewers invested by hinting that something valuable is just around the corner. Phrases like "In just a moment, you'll discover..." create anticipation, keeping viewers hooked as they look forward to the promised insight or reveal.

Tip: At the beginning of your video, let your viewers know there’s more value coming. “In the next few minutes, I’ll show you how to triple your X or Y.” The promise of future rewards keeps them watching.

A great example of Future Pacing comes from Hyundai UK’s "The Dawn of a New Hyundai" campaign. In this video, Hyundai teases viewers with hints of upcoming innovations, suggesting an exciting evolution for the brand.

Example:
In Hyundai’s “The Dawn of a New Hyundai” ad, the narrator invites viewers into a transformative moment for the brand:

“This is the beginning of something new. Stay with us as we unveil the next chapter in driving technology.”

Throughout the video, Hyundai hints at groundbreaking developments without revealing everything, building anticipation for future releases.

Why This Works:

• Builds Anticipation: Hyundai’s suggestion of a “new chapter” entices viewers to stay engaged, eager to learn what’s next.

• Keeps Viewers Curious: By gradually revealing their new direction, Hyundai maintains a strong level of viewer interest and curiosity.

Tip for using this approach in your content:
When introducing a new product or concept, tease key innovations or benefits early in the video. For example, “We’re entering a new era of convenience—stay tuned to see how this will change your daily routine.” This keeps your audience intrigued and engaged from start to finish.

7. Address Unresolved Problems

Identify a common problem your audience faces and gradually unveil the solution throughout your video. By not revealing everything upfront, you encourage viewers to stay engaged to learn how to overcome their challenges.

A powerful example of Addressing Unresolved Problems comes from Dove’s "Real Beauty Sketches" campaign. Dove tackles a universal issue in this video: how self-perception affects confidence, especially for women. This approach resonates deeply with viewers who may also struggle with self-image.

Example:
In Dove’s "Real Beauty Sketches" ad, the video starts by addressing the unresolved problem:

“Do you see yourself as others do?”

The ad begins with women describing their facial features to a forensic artist without ever seeing him. Dove emphasises how the women see themselves in a more critical light, a struggle many can relate to. Dove doesn’t introduce their brand directly; instead, they focus on the emotional challenge that connects with viewers on a personal level.

As the video progresses, Dove gradually unveils the impact of self-perception:

“You’re more beautiful than you think.”

Halfway through, the artist reveals two sketches—one based on each woman’s description of herself and another based on a stranger’s description. The differences are striking, reinforcing Dove’s message of self-acceptance and challenging negative self-perceptions.

Why This Works:

• Common Problem: Many people, especially women, grapple with self-image issues and tend to view themselves more harshly.

• Gradual Unveiling: Dove doesn’t rush to deliver its message. By first showing relatable insecurities, they build an emotional connection and keep viewers engaged.

• Empowering Solution: Dove subtly communicates the importance of embracing one’s natural beauty, encouraging a positive shift in self-perception.

Tip for using this approach in your content:
Start by addressing a common insecurity or challenge. For example, “Feel like your natural self isn’t good enough? Stick with us as we share something that could change your perspective.” This approach builds empathy, curiosity, and engagement, drawing viewers to stay until the resolution.

Bonus Tips: Advanced Engagement Strategies

• Random Facts: Sprinkle intriguing facts throughout your video to maintain interest. For example, "Did you know the Eiffel Tower grows by 15 centimetres in heat?"

• Confident Direction: Guide your viewers with phrases like "Keep watching," "Trust me," or "Wait for it." This builds anticipation and subtly encourages them to stay engaged.

• Timestamp Teases: Include Easter eggs or hidden elements, prompting viewers to rewatch sections. Comments like "Did anyone else notice what happened at 2:15?" stimulate curiosity and increase watch time.

• Overstimulation: Keep the visual elements dynamic. Avoid static backgrounds; instead, use varied scenes, interesting settings, or movement to retain attention.

• Fast-paced editing, creative backgrounds, and visual stimulation keep people interested, while confident delivery builds trust. Change scenes, keep things moving, and guide your viewers with phrases like “keep watching” or “wait for it.”

Tip: Combine fast-talking narration with engaging visuals to maintain energy. Always deliver with confidence—people will stick around if they feel like they’re in good hands.

• Engagement Prompts: Ask open-ended questions to encourage comments. "What's your experience with this?" or "Do you agree or disagree?" make viewers feel involved and valued.

• Polarising Opinions: Present statements that divide opinion to spark debate. "Some say this is the best strategy; others think it's overrated. What do you think?"