I Studied 100 Viral Hooks, These 6 Will Make You Go Viral

00:21:56
https://www.youtube.com/watch?v=xnOe8aA9Pmw

概要

TLDRThe video emphasizes the critical role of hooks in social media videos, asserting that the difference between success and failure lies in the effectiveness of the hook. It introduces six hook formats: Fortune Teller, Experimentor, Teacher, Magician, Investigator, and Contrarian, each designed to create curiosity and contrast. The speaker provides tactical steps for writing hooks and stresses the importance of aligning visual, spoken, text, and audio elements for maximum viewer comprehension. Personal examples illustrate both successful and unsuccessful hooks, and the speaker promotes a software tool, Sandcastles, to simplify the hook creation process.

収穫

  • 🎣 Hooks are crucial for video success.
  • 🔮 Six hook formats can enhance engagement.
  • 🧠 Create curiosity loops with contrast.
  • 👩‍🏫 The Teacher format shares lessons learned.
  • 🔍 The Investigator reveals unknown secrets.
  • 🎩 The Magician uses visual stunts to grab attention.
  • 🛠️ Align visual, spoken, text, and audio for clarity.
  • 📊 Test your hook's effectiveness by reviewing it.
  • 💡 Use Sandcastles software for easier hook creation.
  • 🌐 Join the Wavy World community for more tips.

タイムライン

  • 00:00:00 - 00:05:00

    The key to success on social media lies in the hook, which is crucial for video performance. There are six effective hook formats that can significantly enhance viewer engagement. This video will explore these formats and provide a playbook for creating compelling hooks, drawing from the creator's extensive experience with billions of views.

  • 00:05:00 - 00:10:00

    The first hook format, the Fortune Teller, contrasts the present with a future scenario, sparking curiosity about potential changes. This format is effective because it taps into the human tendency to think about the future. The tactical steps involve establishing the current reality, predicting future changes, and framing a question or statement that teases this new future.

  • 00:10:00 - 00:15:00

    The second hook format, the Experimentor, involves demonstrating a method or tool through a peer-to-peer approach. This format builds contrast by showing how a problem was previously solved in a new way. Tactical steps include identifying a pain point, showcasing the new method, and explaining its advantages. This format is ideal for product demos and B2B showcases.

  • 00:15:00 - 00:21:56

    The third hook format, the Teacher, is similar to the Experimentor but focuses on teaching lessons derived from personal experiences or observations. The contrast comes from showing a failure and presenting a new method for success. Tactical steps include establishing a pain point, sharing learned solutions, and explaining the effectiveness of the new approach. This format is great for building authority in a niche.

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ビデオQ&A

  • What are the six hook formats?

    The six hook formats are Fortune Teller, Experimentor, Teacher, Magician, Investigator, and Contrarian.

  • Why are hooks important in videos?

    Hooks are crucial because they create curiosity and determine whether viewers will continue watching the video.

  • How can I write an effective hook?

    To write an effective hook, align the visual, spoken, text, and audio elements, and ensure they create a strong contrast.

  • What is the psychology behind hooks?

    Hooks create a curiosity loop by contrasting what viewers believe with new information, compelling them to watch.

  • What is the role of visuals in hooks?

    Visuals are key to capturing attention and should align with the spoken and text hooks for maximum comprehension.

  • What should I do if my video idea lacks a strong visual?

    If the video lacks a strong visual, consider whether to proceed with the idea or find ways to enhance the visual aspect.

  • What is the difference between the Experimentor and Teacher hook formats?

    The Experimentor showcases a peer-to-peer demonstration, while the Teacher frames a lesson based on learned methods.

  • How can I test my hook's effectiveness?

    Watch the video back to ensure clarity and alignment between the visual and spoken elements.

  • What is Sandcastles software?

    Sandcastles is a software tool designed to help users create effective video hooks automatically.

  • How can I join the community for more content tips?

    You can join the free community called Wavy World, which has over 13,000 members learning about content creation.

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  • 00:00:00
    the biggest difference between winning
  • 00:00:01
    and losing on social media is the hook
  • 00:00:04
    this is the 8020 of video if you want
  • 00:00:06
    your videos to perform better you need
  • 00:00:08
    to focus on leveling up your hooks now
  • 00:00:10
    I've studied thousands of videos and it
  • 00:00:12
    turns out all of the best performers
  • 00:00:14
    only use six different hook formats if
  • 00:00:16
    you know these six you're set so in this
  • 00:00:19
    video I'm going to break all that down
  • 00:00:20
    first we're going to walk through all
  • 00:00:22
    six hook formats with examples and then
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    I'm going to give you a full playbook
  • 00:00:26
    for how to actually write winning hooks
  • 00:00:28
    on your own I guarantee this this will
  • 00:00:30
    be the best video on hooks you ever
  • 00:00:32
    watch and I know this works because I've
  • 00:00:34
    done billions of views myself using
  • 00:00:36
    these exact same methods all right now
  • 00:00:38
    first before anything else we need to
  • 00:00:40
    understand the psychology behind how
  • 00:00:42
    hooks work this is super important hooks
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    are designed for one reason to create a
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    curiosity Loop think of it like a rabbit
  • 00:00:49
    hole in the viewer's brain we need to
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    get them curious enough about the topic
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    that they couldn't dream of doing
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    anything else other than watching our
  • 00:00:57
    video now the best way to create that
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    Curiosity Loop is with contrast the
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    viewer starts the video believing one
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    thing and then we introduce an
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    alternative in the hook they believe a
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    we show them B and the distance between
  • 00:01:08
    A and B is contrast the bigger the
  • 00:01:11
    contrast the more the Curiosity and the
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    deeper the hook it really is as simple
  • 00:01:15
    as that but the hard part is you only
  • 00:01:17
    have 5 Seconds to make it stick so each
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    of these six hook formats are
  • 00:01:21
    specifically designed to create that
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    contrast and build the Curiosity Loop
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    all right now the first hook format is
  • 00:01:27
    called the fortune teller and it's all
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    about positioning the the present
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    against the future the Creator is using
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    some scenario or question to build
  • 00:01:34
    curiosity about how the future might
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    change so this could mean saying
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    something like that new microwave is
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    going to change cooking forever or that
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    little blue light is going to impact
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    traffic moving forward here are a couple
  • 00:01:45
    other examples of the fortun teller hook
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    in action we're witnessing one of the
  • 00:01:48
    largest breakthroughs in marketing this
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    is the future of animation and this
  • 00:01:53
    fortune teller hook format Works super
  • 00:01:55
    well because the human brain is designed
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    to constantly think about the future so
  • 00:01:59
    it's playing into that so the Tactical
  • 00:02:00
    steps for using this hook format would
  • 00:02:02
    be a establish what the current reality
  • 00:02:04
    is B figure out how the future might
  • 00:02:07
    change based on the video subject and C
  • 00:02:09
    frame a question or statement teasing
  • 00:02:12
    that new future as a possibility and
  • 00:02:14
    this format is great for breaking news
  • 00:02:16
    product Innovations really anybody
  • 00:02:17
    that's trying to build Authority or
  • 00:02:19
    interest around knowing the future of
  • 00:02:21
    some topic and again I'm going through
  • 00:02:22
    all six of these base formats first so
  • 00:02:24
    we can build that Baseline before going
  • 00:02:27
    deeper tactically into how to actually
  • 00:02:29
    write the hooks and I'll go through that
  • 00:02:30
    in a minute okay now the second hook
  • 00:02:32
    format is called the experimentor and
  • 00:02:34
    this one is all about the Creator
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    showcasing how something works using a
  • 00:02:38
    demo or experiment and specifically this
  • 00:02:40
    is angled as peer-to-peer it's one
  • 00:02:42
    friend showing another what they learned
  • 00:02:44
    or came across so the contrast that's
  • 00:02:46
    being built is coming from I used to do
  • 00:02:48
    something this way I figured out some
  • 00:02:50
    method or format let me show you how now
  • 00:02:52
    I'm doing this thing this way and here
  • 00:02:54
    are a couple examples of the experiment
  • 00:02:55
    format in action does anything look
  • 00:02:57
    weird about this shot to you I actually
  • 00:02:59
    don't have have a camera in my hands I'm
  • 00:03:01
    recording with these glasses on my face
  • 00:03:03
    these are the rayan meta smart glasses
  • 00:03:06
    and they're about to change the way that
  • 00:03:08
    we create this right here is the brand
  • 00:03:10
    new cha gbt agent that literally
  • 00:03:13
    controls your browser and does tasks for
  • 00:03:16
    you and this is an 11-step process and
  • 00:03:19
    we're going to see if it does it now I
  • 00:03:21
    especially love the Colin and Samir one
  • 00:03:23
    because Samir is actually showing how
  • 00:03:24
    the glasses work in the hook as well he
  • 00:03:26
    doesn't have to use the hook to Tee It
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    Up in the future because the glasses
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    camera is the subject itself and that
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    video did 50 million views for a reason
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    and a lot of Mr Beast videos fall into
  • 00:03:36
    this hook category as well he doesn't
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    always explicitly explain them as
  • 00:03:40
    experiments but he's basically doing
  • 00:03:42
    human experiments and then letting you
  • 00:03:43
    watch in real time to see what happens
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    so the Tactical steps for using the
  • 00:03:48
    experiment hook framework are to a
  • 00:03:50
    establish the base pain point that needs
  • 00:03:52
    solving B show that you solved the paino
  • 00:03:55
    or tried some new method or tool with an
  • 00:03:57
    experiment and then C walk through why
  • 00:03:59
    that new experiment or solve is
  • 00:04:01
    different and help solve the paino
  • 00:04:02
    better and this format is great for
  • 00:04:04
    product demos new Frameworks it's also
  • 00:04:06
    great for B2B trying to Showcase how
  • 00:04:08
    your tool or product works this is also
  • 00:04:10
    the same hook framework where those
  • 00:04:12
    people that make the elaborate outdoor
  • 00:04:13
    structures camping or building a log
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    cabin by hand this the same format
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    they're using as well and before we keep
  • 00:04:19
    going if you like the way I break this
  • 00:04:20
    content stuff down using the metaphors
  • 00:04:22
    and the names to make it a little bit
  • 00:04:24
    easier I actually did the exact same
  • 00:04:25
    thing around virality how does virality
  • 00:04:28
    work breaking into a formula you can
  • 00:04:30
    actually grabb that it's a free 5-day
  • 00:04:32
    email course called The virality
  • 00:04:34
    Blueprint explains Concepts like this
  • 00:04:36
    but in way more depth you can grab that
  • 00:04:38
    there's a link below or go to virality
  • 00:04:39
    blueprint.com and you can sign up all
  • 00:04:41
    right let's keep going now the third
  • 00:04:42
    hook format is called the teacher and
  • 00:04:44
    this one is similar to the experimenter
  • 00:04:46
    except that instead of going peerto peer
  • 00:04:48
    it's going more teacher to student and
  • 00:04:50
    instead of showing things with a live
  • 00:04:52
    experiment it's more showing them by
  • 00:04:54
    Framing a lesson so it's kind of like
  • 00:04:56
    I'm the teacher of this topic I just saw
  • 00:04:58
    somebody who solved X with Y method let
  • 00:05:00
    me break that down and explain to you
  • 00:05:02
    how they did it again the contrast is
  • 00:05:04
    coming from you're failing at this thing
  • 00:05:06
    I found a new way to do it let me
  • 00:05:08
    explain how to do it so that you can
  • 00:05:09
    start winning and here's a few examples
  • 00:05:11
    of the teacher format in action three
  • 00:05:13
    things you can learn from aritzia here's
  • 00:05:15
    how I got this shot I made this Ecom
  • 00:05:18
    brand a million dollar in 12 hours using
  • 00:05:21
    something called the product drop method
  • 00:05:23
    and again these are all teaching setups
  • 00:05:24
    so it's either the Creator tried
  • 00:05:26
    something and extracted the lessons and
  • 00:05:28
    is now teaching it not like experiment
  • 00:05:30
    but teaching the methods or they studied
  • 00:05:32
    someone else who solved that thing and
  • 00:05:34
    then is now teaching those lessons back
  • 00:05:36
    either way it's show by teaching and so
  • 00:05:38
    the Tactical steps for using this one
  • 00:05:39
    would be a establish the base paino B
  • 00:05:42
    show that you have a solve through some
  • 00:05:44
    set of learnings or method and then see
  • 00:05:46
    walk them through why the process or
  • 00:05:47
    steps worked because of your solve and
  • 00:05:49
    this format is super good for anybody
  • 00:05:51
    who's trying to build Authority in the
  • 00:05:53
    category or become an expert to then
  • 00:05:54
    sell that expertise okay now the fourth
  • 00:05:56
    hook framework is a little bit different
  • 00:05:58
    than the other five it's called the
  • 00:05:59
    magician and it can be used as a
  • 00:06:01
    precursor or in combination with the
  • 00:06:03
    rest of them now the magician is
  • 00:06:05
    basically a stun gun it's strategically
  • 00:06:07
    using visuals and or language like hey
  • 00:06:09
    look at that to visually Force the
  • 00:06:11
    viewer's attention to a specific thing
  • 00:06:13
    in the visual and it's usually something
  • 00:06:15
    outlandish or just rhythmic and Visually
  • 00:06:17
    Pops to stop the scroll now there are a
  • 00:06:20
    ton of amazing examples of people who do
  • 00:06:21
    this China
  • 00:06:24
    CH what's up mttv chis yo check this out
  • 00:06:28
    so president Trump just ordered the
  • 00:06:29
    Resurgence of a 1980s plan for nuclear
  • 00:06:32
    war in space let me explain so this can
  • 00:06:34
    either be executed with some visual stun
  • 00:06:36
    tactic like what Carl Shakur uses the
  • 00:06:38
    kind of snap click or it could be the
  • 00:06:40
    spoken words themselves like look at
  • 00:06:41
    that crazy thing and really forcing the
  • 00:06:43
    attention my favorite example of this is
  • 00:06:45
    the neon sign guy who starts out as
  • 00:06:47
    Trump with the wig makes a joke in the
  • 00:06:49
    voice and then throws the wig off and
  • 00:06:50
    immediately starts talking about the
  • 00:06:52
    neon signs I've been using this on my
  • 00:06:53
    own videos for the last 30 or so where I
  • 00:06:56
    start all the videos saying check this
  • 00:06:57
    out really quick and I roll into the
  • 00:06:59
    first line with it check us out this
  • 00:07:01
    check out this check out this check out
  • 00:07:03
    this it just gives that kind of unique
  • 00:07:05
    signature pattern that people recognize
  • 00:07:07
    audibly when they hear it another great
  • 00:07:09
    way to achieve the magician is with
  • 00:07:11
    something called a visual pacifier now
  • 00:07:13
    this is an activity that the subject is
  • 00:07:15
    doing passively which holds just enough
  • 00:07:18
    of your subconscious attention to let
  • 00:07:19
    you focus on the thing this could either
  • 00:07:21
    be like Alex Earl doing her makeup or
  • 00:07:23
    this guy in this example stacking the
  • 00:07:25
    cups it's the same psychological reason
  • 00:07:27
    why people make those GTA Gam gameplay
  • 00:07:29
    videos the split screen and you see the
  • 00:07:31
    car driving through the course on one
  • 00:07:33
    end and then the clip on the other it
  • 00:07:35
    holds just enough subconscious attention
  • 00:07:37
    to get you to focus and not churn on the
  • 00:07:39
    main thing and I say this format is
  • 00:07:41
    different because you can combine the
  • 00:07:42
    magician with any of the other five a
  • 00:07:44
    lot of people stack them so they use the
  • 00:07:46
    magician immediately as a visual stun
  • 00:07:48
    gun and then layer on one of the other
  • 00:07:49
    five below so tactically to do this you
  • 00:07:51
    either want to find some visual some
  • 00:07:53
    sound or some signature thing that you
  • 00:07:55
    can tie to your videos to kind of stun
  • 00:07:57
    that's atypical and stops that scroll
  • 00:07:59
    all right now the fifth hook format is
  • 00:08:01
    called the investigator and this one is
  • 00:08:03
    super common with this format you're
  • 00:08:05
    basically trying to create contrast
  • 00:08:06
    against some unknown secret or some
  • 00:08:09
    finding that you found in your research
  • 00:08:10
    that nobody knows about so the contrast
  • 00:08:12
    is today you don't know the thing I show
  • 00:08:14
    you the thing now you know the thing
  • 00:08:16
    very simple almost all of my personal
  • 00:08:18
    short form videos fall into this
  • 00:08:20
    category it's kind of unearthing some
  • 00:08:22
    tech or AI thing about the future
  • 00:08:23
    potentially that people don't know about
  • 00:08:25
    and there's a ton of amazing examples
  • 00:08:27
    showcasing this format as well so this
  • 00:08:29
    is one of the sneakier marketing
  • 00:08:31
    campaigns I've seen Central sees brand
  • 00:08:32
    sells out in seconds and what's crazy is
  • 00:08:34
    that it's not just because he's a rapper
  • 00:08:36
    Che out this is a secret Japanese City
  • 00:08:38
    built at the base of Mount Fuji but it's
  • 00:08:40
    not just any City so the Tactical steps
  • 00:08:42
    if you want to use the investigator
  • 00:08:44
    would be to tee up the fact that there
  • 00:08:46
    is some secret that they don't know and
  • 00:08:47
    then frame it against their current
  • 00:08:49
    reality which is not knowing and the
  • 00:08:50
    communicated contrast in this one is
  • 00:08:52
    pretty straightforward because the base
  • 00:08:53
    cases they don't know and then you tell
  • 00:08:55
    them something they know some of these
  • 00:08:56
    don't have to be super cheeky they could
  • 00:08:58
    be pretty straightforward but inherently
  • 00:09:00
    they'll still grab and create that
  • 00:09:02
    interest this format is great for people
  • 00:09:04
    to use who are trying to be at the
  • 00:09:05
    Leading Edge of their field or showcase
  • 00:09:07
    that in a research capacity they're
  • 00:09:09
    finding the Deep insights that most
  • 00:09:10
    people don't know okay and the sixth and
  • 00:09:12
    final hook format is called the
  • 00:09:14
    contrarian and this one is actually the
  • 00:09:16
    easiest to understand where exactly the
  • 00:09:18
    contrast sits the contrarian hook
  • 00:09:20
    literally has the Creator come out
  • 00:09:21
    specifically and say what they believe
  • 00:09:23
    about the topic that is different than
  • 00:09:25
    the conventional wisdom and the
  • 00:09:26
    difference between this one and some of
  • 00:09:27
    the others is that a few of the s kind
  • 00:09:29
    of slightly try to hide that contrast in
  • 00:09:32
    the framing whereas this one immediately
  • 00:09:34
    you come straight out and just say
  • 00:09:35
    you're doing your branding wrong you
  • 00:09:37
    should be doing it this way it's very
  • 00:09:38
    direct here are a few examples of the
  • 00:09:40
    contrarian in practice so I think this
  • 00:09:43
    is probably the most important thing
  • 00:09:44
    that you need to be doing if you run a
  • 00:09:46
    brand that you are probably not doing
  • 00:09:48
    and this is having one-on-one
  • 00:09:49
    conversations with your customers you
  • 00:09:51
    have no creative ideas because your
  • 00:09:53
    space sucks to live in this guy is a
  • 00:09:55
    multi-millionaire from his clothing
  • 00:09:57
    brand and the weird thing is they're
  • 00:09:59
    best sellers are almost never in stock
  • 00:10:01
    NOW of the six hook formats this one is
  • 00:10:03
    the most direct at creating that
  • 00:10:04
    contrast and it's really easy the
  • 00:10:06
    Tactical steps would be figure out what
  • 00:10:08
    you believe that most people don't
  • 00:10:09
    believe and then say it explicitly this
  • 00:10:11
    is great for the smarty pants expert use
  • 00:10:13
    case or somebody that's trying to frame
  • 00:10:15
    thems as a contrarian in a crowded space
  • 00:10:18
    okay so there we have it those are the
  • 00:10:19
    six hook archetypes the fortune teller
  • 00:10:22
    the experimentor the teacher the
  • 00:10:24
    magician the investigator and the
  • 00:10:26
    contrarian now I'm going to tell you a
  • 00:10:28
    secret you don't actually have to to
  • 00:10:29
    figure out which one of the six works
  • 00:10:31
    for your video because the truth is
  • 00:10:33
    every single video idea could be
  • 00:10:35
    manipulated to use any of the six hook
  • 00:10:38
    formats for example let's say I made
  • 00:10:40
    videos reviewing backpacks and this new
  • 00:10:42
    interesting backpack just came out that
  • 00:10:44
    I wanted to make a video about how would
  • 00:10:45
    I go about using all six of these in
  • 00:10:47
    different ways so for the fortune teller
  • 00:10:49
    I may say something like this backpack
  • 00:10:51
    is going to completely change the way
  • 00:10:52
    Millennials travel for the experimenter
  • 00:10:55
    I might say I just took this backpack
  • 00:10:56
    7,000 Mi across the world but it has
  • 00:10:59
    three major design flaws for the teacher
  • 00:11:01
    I may say something like if you're
  • 00:11:02
    traveling internationally this summer
  • 00:11:04
    this is the best way to pack your
  • 00:11:06
    backpack for the magician I may do a
  • 00:11:08
    rapid match cut with a bunch of
  • 00:11:10
    different backpacks to visually stun
  • 00:11:11
    them and then with the voiceover saying
  • 00:11:13
    which of these backpacks is the best for
  • 00:11:15
    a guy in their 20s for the investigator
  • 00:11:17
    I may say something like I can't believe
  • 00:11:18
    this company isn't marketing this one
  • 00:11:20
    flaw in their bag and then for the
  • 00:11:22
    contrarian I may say something like
  • 00:11:23
    everybody loves this bag but if you use
  • 00:11:25
    it every day it is so overhyped and see
  • 00:11:28
    so you can pick any of those hooks
  • 00:11:29
    directions with every single video topic
  • 00:11:31
    and so the real question is how do you
  • 00:11:33
    decide if you're staring at the blank
  • 00:11:34
    page and you're trying to write a hook
  • 00:11:36
    which of these is the best one for you
  • 00:11:38
    in any given scenario and this really
  • 00:11:40
    gets into the second part of the video
  • 00:11:41
    which is tactically how do you actually
  • 00:11:43
    write a banger hook that crushes every
  • 00:11:46
    single time cuz that's where the sauce
  • 00:11:48
    really lies so let's walk through that
  • 00:11:50
    I'm going to break the whole thing down
  • 00:11:51
    right now all hooks are made up of four
  • 00:11:52
    components the spoken hook which is what
  • 00:11:55
    you say the visual hook which is what
  • 00:11:57
    you show on the screen the text hook
  • 00:11:59
    which is what you write in text on the
  • 00:12:01
    screen and then the audio hook which is
  • 00:12:03
    the sound and sound effects that you
  • 00:12:05
    play in the background and this is the
  • 00:12:06
    big secret right here the difference
  • 00:12:08
    between 500 and 500,000 views is
  • 00:12:11
    unlocking Max alignment between those
  • 00:12:15
    four things so if you say one thing
  • 00:12:17
    verbally but then the visual even
  • 00:12:19
    slightly different that creates
  • 00:12:21
    misalignment and then the hook is not as
  • 00:12:23
    effective to nail the hook you need all
  • 00:12:25
    four of these things to line up
  • 00:12:27
    perfectly and the reason this matters is
  • 00:12:28
    because because of comprehension
  • 00:12:30
    comprehension is the degree to which the
  • 00:12:32
    viewer actually understands what they're
  • 00:12:34
    seeing and hearing you can't hook them
  • 00:12:36
    unless they fully understand and are
  • 00:12:38
    interested in what they're watching if
  • 00:12:40
    your verbal spoken Hook is different
  • 00:12:42
    from your visual hook which is different
  • 00:12:43
    from the music in your audio hook well
  • 00:12:46
    that leads to confusion and confusion
  • 00:12:48
    leads to comprehension loss which just
  • 00:12:50
    makes it harder for the viewer to stick
  • 00:12:52
    with the hook the way to drive Max
  • 00:12:54
    comprehension is to make sure the visual
  • 00:12:56
    and audio hooks are aligned and so how
  • 00:12:58
    do you do this the way you do this is to
  • 00:13:01
    understand exactly how the viewer takes
  • 00:13:03
    in the video when they're watching and
  • 00:13:05
    this gets to the Deep psychology which
  • 00:13:06
    is my favorite thing to do imagine a
  • 00:13:09
    subconscious heat map when somebody's
  • 00:13:11
    watching the video where are they
  • 00:13:12
    actually focusing their attention I'm
  • 00:13:14
    going to tell you this is what all
  • 00:13:15
    viewers do the first thing they do is
  • 00:13:17
    they take in the visual and text hook
  • 00:13:20
    they see the visual they may read the
  • 00:13:22
    text hook if it's obvious enough in the
  • 00:13:23
    right place and then their ears catch up
  • 00:13:26
    and they hear the spoken hook after and
  • 00:13:28
    after they hear what you're saying they
  • 00:13:30
    look back at the visual and they're
  • 00:13:31
    seeking visual confirmation with what
  • 00:13:33
    they heard so it's visual audio visual
  • 00:13:36
    that sandwich is how people actually
  • 00:13:38
    take in videos at the subconscious level
  • 00:13:40
    now why is this the case well the reason
  • 00:13:42
    is our eyes process 10 to 100 times more
  • 00:13:45
    information per second than our ears and
  • 00:13:48
    this is essentially the speed of light
  • 00:13:49
    vers speed of sound phenomenon so the
  • 00:13:51
    viewer is seeing first then hearing and
  • 00:13:53
    then looking back at the visual to match
  • 00:13:55
    what they heard okay so tactically tying
  • 00:13:57
    all this together what does this
  • 00:13:58
    actually mean and why did I spend so
  • 00:13:59
    much time going through those six hook
  • 00:14:01
    archetypes what this means is that the
  • 00:14:03
    most important part of getting the hook
  • 00:14:05
    to actually perform well is the visual
  • 00:14:08
    it's not what you say it's the visual I
  • 00:14:10
    call this the key visual so when you
  • 00:14:11
    first have your video idea the very
  • 00:14:13
    first thing you should do is figure out
  • 00:14:15
    what visual or visuals you have at your
  • 00:14:17
    disposal that you could actually slot
  • 00:14:19
    into the first 3 to 5 seconds and based
  • 00:14:21
    on that key visual you then need to
  • 00:14:23
    decide which of the six hook archetypes
  • 00:14:26
    will create the most contrast and
  • 00:14:28
    perfectly aligned with what that visual
  • 00:14:30
    shows knowing the visual lets you set up
  • 00:14:32
    the speech to then set back up to the
  • 00:14:34
    visual this is the golden approach to
  • 00:14:36
    hooks that nobody talks about at this
  • 00:14:38
    level all right so now I'm going to say
  • 00:14:39
    it again one more time but more
  • 00:14:41
    organized so the very first step is you
  • 00:14:43
    need to look at what visuals do you have
  • 00:14:45
    the better the visual the more you can
  • 00:14:47
    lean on the visual and the easier it
  • 00:14:48
    will be to set up the contrast back to
  • 00:14:50
    the visual if you don't have a good
  • 00:14:51
    visual you need to really think should I
  • 00:14:53
    make this video and if you do want to
  • 00:14:55
    make it how are you going to manufacture
  • 00:14:57
    the key visual with Motion Graphics or
  • 00:14:59
    some stock footage to create this
  • 00:15:01
    interesting thing to look at step two is
  • 00:15:03
    that once you have the visual you need
  • 00:15:05
    to think about what are the most
  • 00:15:06
    interesting fact sets or angles things
  • 00:15:09
    about the story that you have to work
  • 00:15:10
    with and based on those what has the
  • 00:15:12
    biggest contrast whichever one has the
  • 00:15:14
    biggest contrast will inform which of
  • 00:15:16
    the six hook archetypes that you
  • 00:15:17
    actually use step three is that I would
  • 00:15:19
    then write the spoken hook this is going
  • 00:15:21
    to be two to four lines and it's going
  • 00:15:22
    to follow the context lean contrast and
  • 00:15:25
    contrarian Snapback approach that I
  • 00:15:27
    detailed in my other Hook video I'll
  • 00:15:29
    link that here step four is then what
  • 00:15:31
    text can I put on screen overlaying the
  • 00:15:33
    video to support that initial Visual and
  • 00:15:36
    the reconfirmation of the visual after
  • 00:15:38
    someone hears the speech and then step
  • 00:15:40
    five I'm going to watch it back and gut
  • 00:15:42
    check with myself does this achieve Max
  • 00:15:45
    comprehension if the viewer goes visual
  • 00:15:47
    speech visual are they very clear on
  • 00:15:50
    what I'm talking about in this video and
  • 00:15:52
    does that align with where I think the
  • 00:15:53
    rest of the video will go if not I will
  • 00:15:55
    stop not move forward and rework the
  • 00:15:58
    hook that is how important it is all
  • 00:16:00
    right now really quick I just want to
  • 00:16:01
    walk through a couple examples of my own
  • 00:16:03
    content to illustrate what I mean by
  • 00:16:05
    good and bad hooks we're going to show
  • 00:16:07
    one of each the first one is an example
  • 00:16:09
    of a perfect hook this video is about
  • 00:16:11
    life-size floor plans which is this
  • 00:16:12
    really cool projected home floor plans
  • 00:16:15
    in a warehouse this video did 15 million
  • 00:16:17
    views so the first thing I want you to
  • 00:16:18
    do is watch this video with no sound
  • 00:16:21
    we're going to turn the sound off just
  • 00:16:22
    watch the hook visually and I want you
  • 00:16:24
    to think where do your eyes go what do
  • 00:16:26
    you notice and what do you see so we're
  • 00:16:28
    going to play that right
  • 00:16:30
    now all right now the first place your
  • 00:16:33
    eyes probably go is that sliding text
  • 00:16:34
    that comes across that says the future
  • 00:16:36
    of Home Design This first clip with a
  • 00:16:38
    split screen you don't actually see that
  • 00:16:40
    well the girl with the arms going up
  • 00:16:41
    that was more just a visual stun gun the
  • 00:16:43
    actual hero visual the key visual that I
  • 00:16:45
    saw in the idea that I knew I was going
  • 00:16:47
    to build the whole video around was the
  • 00:16:49
    next visual in the full screen with the
  • 00:16:52
    people walking on top of the floor plans
  • 00:16:54
    what I did is I put text that said
  • 00:16:56
    life-size floor plans with an arrow
  • 00:16:59
    enhancing the fact that your visual
  • 00:17:01
    eyeline went directly to that thing I
  • 00:17:03
    wanted to make sure you saw that and so
  • 00:17:05
    this was the visual shocker right
  • 00:17:06
    there's embedded contrast here most
  • 00:17:08
    people have never seen this before so
  • 00:17:09
    the fact that it existed on its own
  • 00:17:11
    created a large contrast I knew that
  • 00:17:13
    visual was a great key visual to build
  • 00:17:16
    off of okay so the next thing is I had
  • 00:17:18
    actually pick which of the hook formats
  • 00:17:19
    that I want to go with and then how
  • 00:17:21
    would I actually write the hook itself
  • 00:17:23
    so when I looked at the formats there
  • 00:17:24
    were two that made sense one was the
  • 00:17:26
    fortune teller this is the future of
  • 00:17:27
    Home Design and the second one was The
  • 00:17:29
    Secret Keeper I found this secret about
  • 00:17:31
    how people are designing homes that
  • 00:17:32
    nobody knew they're close to the same
  • 00:17:34
    but slightly different I went with the
  • 00:17:36
    fortune teller one because which is
  • 00:17:37
    easier to explain and creates more of a
  • 00:17:39
    shock this is what the future of Home
  • 00:17:41
    Design will look like right so that's
  • 00:17:42
    what I picked and then step three was I
  • 00:17:44
    had to actually write the hook so
  • 00:17:46
    context lean contrast contrarian take so
  • 00:17:49
    I literally said check this out that was
  • 00:17:51
    my magician scroll stop thing and then I
  • 00:17:53
    said these are life-size floor plant you
  • 00:17:55
    can literally walk through your exact
  • 00:17:56
    Home Design before you build it right so
  • 00:17:59
    that's context lean that is me literally
  • 00:18:01
    describing exactly what you're seeing
  • 00:18:03
    that is perfect alignment with showing
  • 00:18:05
    the visual and saying the thing then for
  • 00:18:06
    this one I didn't actually need a
  • 00:18:08
    contrasting word I didn't need to say
  • 00:18:10
    but here's what's crazy because the fact
  • 00:18:11
    that it existed on its own was already
  • 00:18:13
    contrast enough so my contrarian take
  • 00:18:16
    which maps to the Future hook fortune
  • 00:18:18
    teller was I think this is the future of
  • 00:18:20
    how people are going to design their
  • 00:18:21
    homes right so it's exactly what I'm
  • 00:18:22
    saying I picked the fortune teller I
  • 00:18:24
    talked about the future I set up the
  • 00:18:26
    context lean what you're seeing with
  • 00:18:28
    pure Al alignment and then I framed this
  • 00:18:30
    is the future of how people are going to
  • 00:18:31
    design their homes that is tailor made
  • 00:18:33
    how you build the hook with pure
  • 00:18:35
    alignment and this one worked 15 million
  • 00:18:37
    views now before we end the video Let's
  • 00:18:39
    quickly go through one bad example where
  • 00:18:41
    I made a video but it didn't work out
  • 00:18:43
    that well it got maybe 100,000 views or
  • 00:18:45
    less and the hook was just executed
  • 00:18:47
    super poorly so I want to explain what
  • 00:18:48
    went wrong and what I should have done
  • 00:18:50
    looking back okay so the same thing here
  • 00:18:52
    I want you to watch this video without
  • 00:18:54
    sound just watch the first 15 seconds
  • 00:18:56
    and tell me where you focus your
  • 00:18:58
    attention
  • 00:19:03
    [Music]
  • 00:19:06
    right away you see the tech sliding
  • 00:19:07
    across again future of Storytelling and
  • 00:19:09
    then you see a bunch of these rooms kind
  • 00:19:11
    of like magically appearing out of
  • 00:19:13
    nowhere just that alone is kind of
  • 00:19:15
    misaligned future of Storytelling is a
  • 00:19:18
    bit of an abstract concept and so
  • 00:19:20
    visualizing that with those rooms does
  • 00:19:22
    that really mean future of Storytelling
  • 00:19:24
    not really so already just in the visual
  • 00:19:26
    and with the text there is comprehension
  • 00:19:28
    lost then when you turn the sound on it
  • 00:19:30
    gets even more confusing so I say this
  • 00:19:32
    is the future of Storytelling it's
  • 00:19:34
    called a generative World model it lets
  • 00:19:36
    you turn a single image into a
  • 00:19:38
    photorealistic cinematic World okay so
  • 00:19:40
    if you really take that down future of
  • 00:19:42
    Storytelling it's so abstract it's like
  • 00:19:43
    what do you even show for that maybe
  • 00:19:45
    it's a book with a video or a robot
  • 00:19:47
    coming out of it maybe I could have used
  • 00:19:49
    that the problem is nobody knows what
  • 00:19:50
    generative World model is nobody knows
  • 00:19:52
    what photorealistic world so I use these
  • 00:19:54
    crazy terms that I didn't have good
  • 00:19:55
    visuals to show and you can tell
  • 00:19:57
    immediately it's just a little confusing
  • 00:19:59
    it's not as straightforward as the
  • 00:20:01
    life-size floor plans one and so when
  • 00:20:02
    you watch this yeah maybe you're like oh
  • 00:20:04
    those are cool visuals but you're not
  • 00:20:05
    actually hearing what I'm saying when
  • 00:20:07
    you don't hear what I'm saying you have
  • 00:20:08
    comprehension loss when you have
  • 00:20:09
    comprehension loss you're not purely
  • 00:20:11
    tied and aligned with the video and so
  • 00:20:13
    looking back maybe what I should have
  • 00:20:14
    done has gone more explicit so these
  • 00:20:16
    rooms are the future of commercials and
  • 00:20:19
    if I had visuals of guys actually using
  • 00:20:21
    those rooms to film commercials and I
  • 00:20:22
    could show that perspective maybe that
  • 00:20:24
    would have worked the truth is this
  • 00:20:26
    video didn't have great b-roll that was
  • 00:20:27
    easy to explain so what I should have
  • 00:20:29
    done is probably canned the idea not
  • 00:20:31
    made it in general and that's really
  • 00:20:33
    what you need to decide when you're
  • 00:20:34
    going through this process what is the
  • 00:20:35
    visual what is the hook format writing
  • 00:20:38
    the hook is there Clarity and Alignment
  • 00:20:40
    if there isn't you probably should throw
  • 00:20:42
    out the video because there's always
  • 00:20:43
    more ideas that you could make so that's
  • 00:20:44
    really the process in a nutshell you
  • 00:20:46
    have to have that Clarity and if you
  • 00:20:48
    don't that's the difference between
  • 00:20:49
    10,000 views and 10 million views and
  • 00:20:51
    look the reason that I can go so deep
  • 00:20:53
    and I'm so nerdy on this stuff is
  • 00:20:54
    because I live and breathe this content
  • 00:20:56
    stuff all day long and I'm making this
  • 00:20:58
    channel because I'm trying to show my
  • 00:20:59
    experiments and show my work to help
  • 00:21:01
    other people grow with content but look
  • 00:21:03
    if you don't want to have to worry about
  • 00:21:05
    which hook format to use and how to
  • 00:21:07
    exactly write it you don't want to take
  • 00:21:08
    60 minutes a day making videos that's
  • 00:21:10
    completely fine I built sand castles
  • 00:21:12
    which is a software to infuse all of
  • 00:21:15
    these learnings and formulas and formats
  • 00:21:17
    into it so all you have to do is put
  • 00:21:18
    your video in and we'll do it for you we
  • 00:21:21
    go through the full diagnostic to figure
  • 00:21:23
    out what is the right hook formula how
  • 00:21:24
    should we frame it where is the best
  • 00:21:26
    contrast it's all automatic so if you
  • 00:21:28
    want to try that out sandcastles a have
  • 00:21:30
    a free trial for you below that's the
  • 00:21:32
    easiest way that you can close the gap
  • 00:21:34
    on this without having to do all the
  • 00:21:35
    work and guys if you like how I think
  • 00:21:37
    about this stuff there is a ton more for
  • 00:21:39
    free in the description I have a free
  • 00:21:40
    contact Community called wavy world with
  • 00:21:42
    over 13,000 people that are learning the
  • 00:21:44
    advanced psychology behind this stuff
  • 00:21:47
    there's a free invite for you below make
  • 00:21:48
    sure to grab that and keep me posted on
  • 00:21:50
    what you guys want next keep the shares
  • 00:21:51
    coming keep the comments coming until
  • 00:21:53
    then we'll see you guys on the next one
  • 00:21:55
    peace
タグ
  • hooks
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  • video marketing
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  • Fortune Teller
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