Attention is the crucial first step for any successful video, where we draw the viewer in and set expectations for what they’ll gain from watching.
It often involves a compelling hook—sometimes even revealing the payoff upfront—to spark curiosity and ensure they keep watching.
By opening a story loop that needs resolving, we make it nearly impossible for viewers to click away, laying the foundation for deeper engagement.
Retention is all about keeping viewers engaged once you’ve hooked them.
By delivering fresh insights, showcasing expertise, and gradually resolving the story loop introduced at the start, you maintain their interest from one moment to the next.
This builds trust, fuels curiosity, and encourages them to stay until the very end.
Action is the moment when viewers are prompted to take the next step, whether it’s sharing the video, subscribing, commenting, or making a purchase.
By tying back to the initial hook and insights delivered throughout, you create a powerful incentive for them to respond, transforming passive viewing into active engagement.
Examples
Peak Learning – Brand Film
The opening hook by the company director Grant declares that he is a parent and that understands the challenges of working parents.
Grant gives away the ending by assuring parents that their child will be having fun in a safe environment.
The entire video is summarised in the first 10 seconds.
Throughout the video Peak establishes authority and builds trust by revealing how they look after children in their care.
They use statistics gathered by the University of Wollongong and relate them back to their business in a positive way.
The visuals are light and bright, giving a positive feel throughout.
The children are shown in close-up visibly happy and enjoying their surrounds.
The viewer is left feeling like Peak Learning is a positive choice for parents looking to send their children to after school and holiday care.
Call to action: The viewer is invited to visit Peaks website to enrol their child.
The opening shot is of an ex. NRL player Trent Merrin passing a fluro coloured football to a current NRLW Star Emma Tonagato on a beach.
Its an unusual combination of players and playing environment that creates curiosity and acts as a “pattern interrupt” to the viewer.
The fast-paced-action and swelling high-impact music builds anticipation and holds the viewers retention beyond the initial 10 seconds of the clip.
A montage of action shots from different teams and players sets a scene of a diverse, fun competition.
Shots of food stalls, entertainment and crowds reveal the event is more than just a football tournament.
The ideallic setting of a sun-drenched beach in Kiama.
The viewer is left understanding what the event is a lot of fun and something they should consider attending in the future either as a player or spectator.
A collage of supporting sponsor logos is displayed. In the accompanying social media post all sponsors accounts are tagged allowing for further discovery by curious viewers.
Kiama Beach Tag – Event Video
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