There are more choices than ever before in the world of online video production. Combine this with a culture of short attention spans and what do you get? A large proportion of viewers will click away from your video within a measly 10 seconds. The consequence for you? You need to work harder at hooking in your viewers in that short but critical 10-second period.
There is no single formula for starting a video – the answer will always depend on your goals and your audience. However, it can really help to look at marketers who are working with video successfully, to give you a sense of how audiences are responding to what is out there. In this article, I am going to share some videos with you that have first class introductions. I will talk about why I think these introductions are strong – particularly by highlighting what emotional triggers they pull.
No need to watch the whole video on all of them – just watch the first 10 seconds.
Fratello Coffee
The introduction to this video is beautifully shot. The first 10 seconds are ambiguous in terms of who is talking and what they are talking about. The record that we see is being treated like a delicate relic – something of importance. In this way, the video opens with a theme, rather than specific product – i.e. within 10 seconds we are hearing the following from the protagonist in the video: “we take care over everything we do”. The needle hits the record at 10 seconds and so you get the sense that something is about to happen, as well as the music itself, which keeps you hooked in and interested in the rest of the video.
Maserati – the absolute opposite of ordinary
This video has very mixed reviews in the YouTube comments, but there is no denying that the initial visuals are intriguing but simple, provoking a sense of wonder. Then the narration kicks in. With the first 10 seconds, two questions are asked. Questions are a great way to hook in an audience by tapping into their sense of intrigue; the audience will either try to answer the questions or they will want to know what answer the video will offer them.
Red Bull Kluge
The first 10 seconds is split in two. The first half is simple graphics – the word ‘kluge’ and it’s definition. The second half sees a skydiver fall out of a plane. Awe is a very powerful tool when it comes to online video. Showing the audience something to be amazed by, in awe of – something they might not have access to in their day to day lives – can be a very powerful draw. Read our previous post on why Red Bull are the “king of online branded video content”.
Guinness Basketball Commercial
As a whole piece, this Guinness advert is spectacular. It tells a story and takes the viewer on an emotional journey. It is easy to take for granted how clever this type of video production is – because they make it look so simple. If you consider the first 10 seconds in isolation, it becomes apparent that every shot and every cut is completely intentional. The first three seconds are in slow motion. The first five seconds give the impression of an ‘ordinary’ game of basketball. The next five seconds reveal that it isn’t an ordinary game and that it is a game of wheelchair basketball. This coupled with the emotive music draws the viewer in and holds them there – because it hints that there is more to see and learn from this video.
Volvo Trucks – the Epic Split
The introduction to this video utilizes three key features. Firstly, the viewer is greeted by a very familiar face (Jean Claude Van Damme). Secondly, they use a sense of mystery to keep the viewer watching; it isn’t clear what is going on but we know it isn’t a normal situation (eyes closed, the slight movement). Finally, the narration is ambiguous, but interesting enough for the viewer to want to know what is coming next. Surprise is a very powerful emotional hook with online video. As mentioned, we live in a culture of short concentration spans. It is with this in mind that marketers choose extreme emotions such as surprise, shock, fear and intrigue.
Dumb Ways to Die
I am concluding with Dumb Ways to Die because I haven’t mentioned the power of humour yet. The first 10 seconds of this video make it clear that you are watching a cute animation. Within the introduction, we get two of the dumb ways to die: “set fire to your hair, poke a stick at a grizzly bear.” As well as being funny in themselves, these lines do a great job at setting you up for what to expect for the rest of the video. Humour is a brilliant hook – not only with viewers keep on watching, they are also far more likely to share your video if it made them laugh.
The next time you are surfing the net, or watching TV, pay attention to how online marketing videos and adverts begin. It is clear that some marketers have caught on to the power of a good introduction, but not all. And the next time you are making a video, ask yourself if the first 10 seconds would keep YOU watching.