A thought comes to you in the middle of the night or in the shower or during one of your endless meetings. You jot down details and rudimentary designs. It all makes sense now. Why didn’t you think of this earlier?
But something’s missing and it’s bothering you. What’s the catch? What makes this idea sound so good? You’re searching for that magical reason that reels people in to your story.
It’s just on the horizon.
The Hook vs. The Premise
First, let’s differentiate the “hook” from the “premise” of the video.
The premise is your central idea or concept. The premise establishes the status quo where viewers enter the story. Here, audiences are able to easily identify the who, what, when, where of the scene. The premise often gets people to consider and to click. It’s a proposal. On the other hand, the hook motivates viewers to stay. Hooks are reasons to keep watching.
Take a look at these premises. Do these concepts sound familiar?
A NASCAR driver takes an unsuspecting car dealership employee for the ride of his life.
A weary farmer returns to his roots.
Sketches of women “explore the gap between self-perception and the perception of others.”
What’s a Hook?
A great hook grabs you and doesn’t let go. Hooks shape, influence, and direct your attention. Maybe it’s the aesthetic style and presentation of social commentary as seen in Chipotle’s haunting animation. Maybe it’s a surprising twist unbeknownst to your characters but known to your audiences like a hidden camera showing incredible reactions. Maybe it’s the value of watching a thorough guide to solving a problem (e.g. tutorial on replacing brakes). Whatever it is, audiences can’t turn away. Effective hooks validate the decision to click and watch.
A video may feature one supreme hook or a series of them. Often, hooks work in concert and build upon each other to offer a layered and rewarding experience for audiences. Think of the engrossing murder mysteries and procedurals you’ve seen. You start at the tip of the iceberg and gradually find yourself immersed in something bigger. A hook is related to the value someone expects when watching. Sometimes it’s time-sensitive content. Maybe it’s exclusive, insider footage reserved for a select few.
A Hater’s POV
It is tempting to reduce hooks and concepts to gimmicks and flashy novelties. Though this viewpoint has merit, it steers the conversation to a dreaded “style vs. substance” debate instead of analyzing the strategy and intent behind a video and the real value audiences stand to gain. It is true; many hooks and premises can be sensationalist in execution. But, they’re tools for your application. We’re focusing on the underlying emotions and values behind premises and hooks that anchor their efficacy.
What Great Ideas and Hooks Do
Why do we watch videos like the Jeff Gordon test drive or the Dove beauty sketch?
They make us laugh. They make us cry. They make us smile. They break our hearts. They piss us off. They motivate us. They educate us. In short, we identify with an outstanding video’s core emotions and we reciprocate them. But, can we attribute this to an awesome hook or a dazzling premise? The answer might not be so clear.
Hooks succeed when content creators trust and invest in their audiences. Recognize the obstacles and roadblocks your buyer personas face. What troubles them? How do you make their lives easier or better? This information can influence the way you conceptualize your hooks and your story arcs.
So, how can you start scripting ideas and awesome hooks?
Raise the stakes
If the premise is the status quo, an excellent hook alters the harmony of the situation for the better. These hooks boost the level of intrigue for audiences. They take variables to the next level. The viewing experience is deepened with the introduction of a new perspective or dimension he or she previously didn’t consider or expect. The story is no longer ho-hum, flat, or even predictable anymore.
Inspire contextual investment
When viewers care, they return. There has to be something about your video that fosters ownership and captures attention. The premise sets the table
Challenge your protagonist
Who is the protagonist of your video? Well, your customers ultimately are. Even if you’ve hired actors, spent hours fine-tuning scripts, built elaborate sets, and authored a narrative world, you’re still making videos for and about your customers.
Remember the earlier advice on investing in your viewers. Treat them with respect and intelligence. Go the extra mile to make your viewing experience remarkable. That could mean unorthodox cinematography, sound design, or editing. Racing to the bottom, reaching for low-hanging fruit, or appealing to the lowest common denominator seems outdated in the age of personalization.
Ultimately, your premise, hooks, and value proposition posit an offer to your viewers:
“Watch me. You’ll be happy you did.”
