The hook strategy behind this viral video

Author

Peace Imman
November 06, 2024

Hey! It’s Peace. In today’s issue:

  • A viral content framework you can try today

  • We are finally going to beat content creation-procastination - together

  • Let me know what you’d like to see in these newsletters

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CONTENT DECODER

This video shows us how to call out a specific viewer to stop the scroll:

Background info:

  • Creator: @helendenham_

  • Content type - “One person, one problem”

  • Views & engagement at time of writing - Tiktok: 239k views, 33k likes and 1.3k shares; Instagram: 388k views, 24.5k likes and 7.3k likes

Why the VIDEO works:

  • The hook: Starting with “I'm 31, and here’s some advice I wish I'd had at 28” is genius. It’s like a personal call-out to a group that doesn’t usually get that direct shoutout on social media. If you’re around 28, you’re instantly curious: “What advice am I missing out on?” And if you're not, you might still feel like you’re getting the inside scoop on a few years’ worth of wisdom.

  • One problem: Instead of giving a quick list (which, I’ll be honest, I’ve rinsed out), she dives into one specific issue: decision-making. This focus on depth, not breadth, really hits home. By unpacking one area fully, she gives more than just the usual “here’s what you should do.” She breaks down the “how” and the inner battles you might face doing so.

  • A memorable phrase: She adds a phrase that sticks with you - “Energy in motion stays in motion.” It’s a line that summarises the message so well that it’s hard to forget. Having a catchphrase like this can help viewers remember the main idea even after they’ve scrolled on - which is great from a branding perspective.

How you can implement this:

  • If you call out your viewer in a hook, try to narrow down one layer lower to get even more specific e.g. if you’ve tried speaking to corporate professionals, speak to creatives stuck in corporate. Then deep dive into a unique challenge only they face.

  • Think of a line that sums up your main message. It doesn’t need to be fancy or rhyming, just something that captures the point in a memorable way. It’s like giving your viewers a little mental bookmark to carry the advice with them.

QUICK WIN HACK

A free chrome extension to stop procastinating on projects

We've all been there. You sit down, ready to dive into a project, drink by your side, creative juices flowing - only for an intrusive thought to convince you to open a new tab and search the most random thing on YouTube. Before you know it, you're deep down a YouTube rabbit hole, and that work session? Gone.

When I'm in “stay-focused” mode, my go-to trick is a Chrome extension called Unhook. It clears all those tempting YouTube recommendations from the sidebar, keeping you on track. Just search what you need, get what you came for, and go.

I’m thinking about adding a new section to this newsletter: an anonymous breakdown from people who are building cool things to diversify their income outside their 9-5. Would this be something you’re interested in? If so, what would you like to know from them that would be most useful? I’d love to create a repeatable format, so reply to this and let me know your thoughts!

That’s a wrap! See you the Wednesday after next.

— Peace ✌🏾

P.S Feel free to forward this to a fellow 5-9 creator if you think they’d find it helpful!