Three seconds. That’s the audition. That’s how long someone gives your video before their thumb decides whether you exist or not. And what do most business owners do with those three precious seconds? They waste them. “Hey guys, so today I wanted to talk about a little something that’s been on my mind.” Cool. The video’s over. They’re gone. You spent your one shot clearing your throat.
Here’s the thing nobody tells you. The scroll is not a decision, it’s a reflex. People aren’t sitting there thoughtfully evaluating your content like a wine they’re about to buy. They’re flicking. Half-asleep, half-paying-attention, thumb on autopilot, probably scrolling while they’re rewatching Off Campus on Prime for the fourth time. What? Just me? So your job in the opening is not to be polite, it’s to interrupt the reflex. Stop the thumb. Make them go “wait, what?”
The fix is almost stupidly simple. Take the most interesting thing you were going to say, the line you were saving for your big finish, and put it first. Lead with the problem or lead with the payoff.
“This one habit is costing you customers and you don’t even know it.”
“Stop posting at the wrong time, here’s when your people are actually online.” That’s a hook.
“Let me tell you a little about myself” is not a hook, it’s a nap.
And do it looking right into the lens. I will die on this hill. Eye contact through the camera is the difference between talking AT a crowd and talking TO a person. When you stare into that little black dot like you’re staring at one specific human who needs to hear this, people feel it. They stop. Then, and only then, do you get to say the rest of what you came to say. Earn the attention in the first three seconds, and you get the other fifty-seven for free.
Below are some top tips for strategizing around creating smart, efficient, face-to-camera videos:
- Look into the camera lens. Pretend like you are looking into the viewer’s eyes and having a one-to-one conversation with them.
- Craft your hook – what is the purpose of this video? Lead with it.
- Stop introducing yourself. I don’t want to say no one cares, but honestly, no one cares. If they are interested in what you say, they’ll take it upon themselves to dig deeper into who you are. Example: We work with a physician who shares amazing educational information. When the community hears what he says, they are hooked. If they want to learn who he is, they can check out our bio or go all the way to our website to learn more.
- Get to your point, don’t drone on. Keep it concise, efficient and important.
- Pay attention to your own behavior when you scroll – or better yet, watch a teenager scroll. Then you might be calling those three seconds generous.
Need help? Want specific guidance? Reach out via the contact page and let’s set a time to talk. Now get out there and make your voice big!
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