Welcome to the YouTube Scriptwriting Newsletter!

In today’s edition:

• Why the hook is the most important part of your video

• The 5 common hook writing mistakes hurting your video

• My 3-step framework for writing irresistable hooks

Deep Dive

How to Write a Scroll-Stopping Hook for Your YouTube Video

The hook of a video is the headline of an essay.

You have less than 30 seconds before the viewer decides to watch the rest of the video or continue watching till the end.

For YouTube specifically, the first 30 seconds is where the drop off in viewers is the most. 

The average attention span has shrunk from 12 seconds in 2000 to just 8 seconds today, less than literal goldfish.

This means creators have only a brief window to grab and retain audience attention before they lose interest and disengage. 

So we must optimize for them to stay with a strong hook.

If you nail the hook, your retention in the first 30 seconds will be upwards of 40-50%.

You will have a higher average view duration.

Your hook makes or breaks your video.

It is the difference between your video being pushed to hundreds of thousands of people on the homepage and never seeing the light of day.

Refining it to retain attention is a must.

5 Hook Mistakes That Hurt Your Video

Many YouTubers botch their openings by:

1/ Using Clickbait Titles

This worked in 2015. Not anymore.

Viewers understand clickbait and they hate it.

If the first 5 seconds don’t show that you can deliver on the title and thumbnail, the viewer will instantly click off.

2/ Beating Around The Bush

The hook needs to be concise and straight to the point.

Don’t present every piece of information.

Only give the viewer the most interesting and important ones.

3/ Being Unspecific

Specificity shows intelligence.

If you use vague language, you will come across as unconfident.

Add numbers and evidence to your claims.

4/ Relying on overused templates

Templates don’t work for YouTube videos.

You need to understand who your audience are and what intrigues them to keep watching.

Focus on understanding your audience rather than finding the perfect template.

5/ Using complex language

You want to use simple language to appeal to a broad audience.

Complex language that your viewers don’t understand will turn off a beginner in a niche.

Stray away from complex language.

My 3-Step Framework for Writing Irresistible Hooks

The components of an effective YouTube hook:

• Validate your video delivers on its title

• Spark curiosity to keep watching

• Establish payoffs that reward their time

Now let's break down executing each element:

1/ Validate Title & Thumbnail

Your first 5 seconds should match your title and thumbnail.

Make it clear in the viewer’s mind that they didn’t get clickbaited.

If you are struggling to figure out which hook to pick, choose the one that goes straight to the point.

The simpler the hook is, the more effective it is.

2/ Spark Curiosity

Create questions in their head about what might happen in the video.

‘Number 5 on the list is something that you’d never expect.’

Or

‘I spent the past 5 weeks studying Mr. Beast’s content and I was surprised by what he said.’

3/ Establish the payoff

The payoff is a reward that viewer gets for staying.

It should be clear to the viewer what they will get from watching the video in exchange for their time.

‘In this video, I’m going to reveal to you the step-by-step protocol for running Facebook ads.’