Short-form videos already dominate on social media, with apps such as TikTok, Instagram Reels, and YouTube Shorts commanding huge engagement. Indeed, short-form videos attract 2.5 times more engagement than long-form content, making them a must-have for brands and creators alike. Yet, to stand out in a noisy online environment, one needs a great short-form video formula—one that excels at Hooks, Value, and Calls to Action (CTAs).
1) Writing a Great Hook
The initial few seconds of a video decide whether a user will stay or scroll. A good hook immediately catches attention and makes viewers curious to see more.
First, start with a bold statement or question. A startling fact that opens eyes or a curious question hooks viewers.
For example:
“Did you know 80% of people prefer short-form videos over blog posts?”
“This simple trick will double your views of your videos!”
Then, use eye-catching visuals. Fast cuts, zooming in, and kinetic motion engage the viewer. If you start off your video with a still image or slow motion, viewers will tune out.
Also, make use of text overlays and captions. Many users watch videos on mute, so adding text ensures they stay engaged. Platforms like TikTok report that captions increase watch time by up to 12%.
2) Delivering Value
Once you’ve hooked your audience, the next step is delivering real value that keeps them watching.
To do this, be informative and actionable. Give useful information, tutorials, or quick tips that your audience can apply instantly.
The secret is to make it brief—transmit information under 30 seconds. Better when it is paired with engaging visuals.
Then, make it relatable to them. With personal stories or real-life scenarios, people will believe in you.
For instance, instead of just highlighting a product, demonstrate how the product actually solves a problem.
What’s the story behind it?
An example:
Before (Generic Approach):
“Our halal sunscreen is lightweight, non-greasy, and wudu-friendly. You can rinse it off with just water!”After (Relatable Storytelling):
“I used to skip sunscreen because reapplying after wudu was a hassle. Most sunscreens needed soap to wash off, making wudu time-consuming. Then I found this halal water-based sunscreen. It rinses off with just normal water, no scrubbing needed! Now, I stay protected and never worry about reapplying after every prayer.”
In this era where everything is fast, it is important to maintain a quick speed. The average attention span is decreasing. Don’t have long introductions. Get to the point within the first 3 seconds.
3) Designing Engaging CTAs
A great video isn’t just a matter of getting views. You need to provoke the audience to take action and engage.
To do this, directly encourage engagement. Ask people to do things such as
“Tag a friend who needs to hear this!” or “Comment ‘yes’ if you agree!”
This will get viewers engaged.
Not to forget, establish a sense of urgency. Time-limited offers or special content can urge instant action.
Example:
“This offer only lasts for 24 hours—don’t miss out!”
Finally, make it simple to take the next step. After your page, clicking on a link or watching another video might be the next step. Guide your audience through it.
Final Thoughts
Succeeding at the short-form video formula is all about combining amazing hooks, helpful content, and clear CTAs to maximize engagement. With attention spans decreasing, these can be the difference-makers between a viral video and one that goes unnoticed.
If you’re creating short-form content that truly connects, focus on grabbing attention in a hurry, delivering value quickly, and sparking action.
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