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If you’re in the short-form game, you know that most viewers drop off around the 3-second mark. It’s frustrating to invest in high-quality content that users are bound to engage with and enjoy—if you could only stop the scroll.

Here’s how to hook ’em long enough for that CTA:

• Start with a (near) universally familiar image as your main graphic. We process images dramatically faster than audio and text, so this is an efficient use of your 3 seconds.
• Make sure your audience knows what you’re talking about. Instead of “how Blackberry built a status symbol,” try “this phone [image] used to be a status symbol before iPhone came along.”
• Use the “but and so” framework—a rapid and organic way of storytelling—to introduce a surprising fact, a thought-provoking question, or a change in camera perspective at the precise moment that attention wanes.

Check out Marketing Examined for the full scoop on hooks.

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