I split the hook into 3 segments:
👉Visuals
👉Main headline
👉Sound/voice
Let's dive into every segment🤓
Another 🧵
1/3 - Visuals
The most important part of the hook. People consume so much more information through visuals than reading.
Best visual examples:
👉Product in use
👉Reaction/facial expression
👉Point out the pain point
👉Showcase the benefit
[read more]👇
2/3 - Main headline
Lately, I test between two different styles:
👉White banner style where the white background can fit seamlessly in IG newsfeed
👉Native look caption design
I have my own library of headlines that I update weekly.
Here are some examples👇
👉Try this if you struggle with ______[problem]
👉This helps me with ___________[benefit]
👉I wish I knew earlier how to _______[benefit]
👉Why are people ditching ___________[bad alternative]
👉The #1 secret to ____________[benefit]
I have a ton of these 🤓
Next👉sound/voice👇
3/3 - sound/voice
Here you can use:
👉Voice over
👉Weird sounds
👉Transition sound effects
👉Interesting music
This segment is more important on IGs and Tiktok but it gives the video that extra level.
To sum up👇
Hooks can transform your video performance. Imagine if you hit a 45% hooks ratio.
Every second person will notice you.
I treat the hook as its own project in every video that I make.
My hooks are rarely below 30%. But I want to level up in 2022.
Let's go🚀🚀
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Quick creative analysis of one of my favorite brands Waterdop🔥
They have a heavy focus on UGC (sorry AGC @herrmanndigital 🤣)
You will see some interesting elements and patterns.
Ready?
Let's dive in👇👇
1/5 Thumbnail analysis:
👉Face. It always grabs attention.
👉"Ask Me!" Headline - It's native and it points out one of the BIG problems of the target audience
👉They show the product
👉Subtitles point out the same problem
2/5 Hook analysis👇
Visuals:
They start with the talking head but immediately switch to "how to" use a product and then they switch back to the model.
Text:
They point out the problem and EASY transition to the solution.
I like how they point out that this solution is easy.
I get a lot of DMs on how I write scripts. So here is my template & this is how I work👇
👉First I work on the voice-over segment which sets the tone for a whole video
👉Then I support that voice with various visuals. I'm trying to have at least 3 camera angles
[read more]👇
👉Captions are sometimes just keywords or full subtitles. Sometimes "native" sometimes "on brand"
👉Then I include feelings. This is for a content creator. This video is pretty happy so it's really straightforward
[there is more]👇
Most of the b-roll footage is done in my studio but sometimes I want my creator to try something unique.
I shoot my ideas where I position the camera as I want it and send them examples.
Then I screen-record myself and send my ideas to the creator.
I am overlooking 35 accounts right now and I analyzed the best hooks [stop scrollers] in the last 30 days💪👇
P.S:
No5 is really interesting 🙂
👇
Hook 1: 52.24%
Product: Ergonomic chair
Visual: A model sitting on a chair and adjusting it
Camera angle: Directly in front of the camera. Office in the background
The main headline in the first frame: The office chair redefined!
Angle: Clear product explanation
Hook 2: 61.09%
Product: Ergonomic chair
Visual: A model is holding his lower back and he is in pain
Camera angle: Directly in front of the camera. Sitting behind the office desk.
The main headline in the first frame: How to fight lower back issues?
Angle: Lower back problems