How to Capture Your Audience’s Attention and Get Them to Take Action Using the 7-Second Hook Formula
Want to learn how to use video marketing to effectively attract audiences and have them interested in your products/business? No worries, you have stumbled into the right page! Videos are relatively easy to make and edit nowadays, and it only takes a stable Internet connection to have them uploaded on Facebook or YouTube.
Product demonstrations are great ways to show off the benefits and uses of your product. Or if you are selling a service or business plan, videos are also a great way to establish rapport between you and your prospects, and it is an interactive way to introduce them to new concepts and ideas too.
But here’s the thing – no matter how engaging and creative your videos are, these are not going to work if people don’t actually take the time to watch them. And with the many entertainment options that are available on the Internet, people can simply scroll or browse through your videos and prefer spending time on cat videos, memes, and videos or posts from other influencers.
Sure, creating quality content should still be your primary concern, but you also have to make an effort to capture the attention of your audience. Sadly, recent studies have found that the average human attention span nowadays is just roughly 8 seconds. In just 8 seconds, most of us just browse through and move forward to the next posts in our feed.
So it goes without saying that the first 8 seconds of your video or content is the most crucial of all. Whatever happens during the first 8 seconds of your video will dictate the next behavior of your audience – will they stick around or scroll through the next posts in their feed?
To capture the attention of your audience in just within 8 seconds, the following elements should be present during the first 7 seconds of your video (or what is called the 7-hook formula):
Interrupt
One fatal mistake done by most video marketers (and vloggers) is the lengthy introduction they do at the start of their video. Truth be told, people are not interested in you, especially if you are supposedly just offering them a solution. What they want to know right away is what is in it for them.
Your first 7 seconds should not be wasted on talking about yourself – interrupt them right away with a question or a tagline that will show them that you have the solution that they are looking for. Asking things like if they are ready for retirement, or if their diet plan actually works, is a good way to get them interrupted.
Introduce
This does not mean however that you won’t give yourself a short introduction. People still need to know you and your expertise/profession to give yourself a little authority and credibility. But remember, make it short. Just state your name, location, and any role that could be relevant to your niche/product. If your products and services are about weight loss, mentioning your role as a coach, trainer or nutritionist will give you more credibility.
Call to Action
In the first 7 seconds of your video, you need to interrupt, introduce and make calls to action for your prospects. Now, this seems too much, but you have to squeeze in everything for the first 7 to 10 seconds at most.
Your call to action does not have to be lengthy, it could just be a one-liner command of what your audience can do next – whether that be by leaving a comment, message, or tag a friend, the important thing here is you can leave a space for engagement.
Establish Expectations
Now your video is not going to be just 10 seconds long, obviously. Your videos might be 3, 5 or 10-minutes long. There’s nothing wrong with that though, but at the start of your video, you must tell your audience what they can expect, or what they will get if they stick around long enough to watch the whole thing.
The important thing here is to be specific. For example, you can tell them that for the next 5 minutes, you will show them a 3-step plan to lose more weight effectively. Or you can tell them that in the next 10 minutes, you will be giving 5 common misconceptions about Internet marketing or something like that. Make it specific, and make sure that you actually fulfill those established expectations by the end of your video.
This formula, of course, is just for the first 7 seconds of your video. The first 3 ones are most crucial during those 7 seconds, while the 4th one (expectations) can be done around the first 10 to 15 seconds of your video. The aim here is to spark curiosity and keep them interested enough for the most part of your video.
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You should also watch this video to learn how you can stimulate your prospects’ indulgent desires.
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