Beware of the 3-Second Rule

In video marketing, you have three seconds to hook your audience. Here’s how to use them wisely!

Three seconds of video time may not seem very long, but to a viewer three seconds are almost an eternity. This twentieth of a minute is all video producers have to grab a viewer’s attention.

Why three seconds? Based on Facebook’s standard for measuring views, three seconds is long enough to determine if a viewer intends to watch the entire video. If viewers aren’t hooked after three seconds, they will likely lose interest and move on to something else.

This rule has great significance for organizations and businesses seeking to influence audiences. The challenge is: “How do you deliver a gripping and informative opening message in a way that makes your audience want to see and hear what comes next?”

The answer is to be creative with your message and strategic with your time. Here are a few tips:

Open with Engaging and Attention-Grabbing Imagery


Captivating imagery is by far best way to attract and retain someone’s attention. Opening your video with attention-grabbing footage or images will peak a viewer’s interest. Audiences are also attracted to motion, which leads to longer viewing time. But be sure the imagery you use is high quality. The last thing you want is to come across like an amateur. Viewers, especially those who are technology-driven, will be unimpressed. If you do not have high quality images in your arsenal, you can purchase royalty free images or footage that support your message. There are numerous image portals like, Shutterstock.com, 123rf.com and iStock.com that offer quality imagery at reasonable rates.


Think WIIFM

Your target audience will quickly become receptive to your opening message when you make them see “WIIFM” or “What’s in it for me.” Presenting a problem or an issue that they care about and presenting a solution will resonate with them and, thereby, help you create a connection with the viewer.


Leverage Startling Statistics


Making your case with numbers is a very effective strategy when it comes to advocacy and public relations campaigns. If your organization has gathered statistics via polls, surveys or other research means, identify the most interesting statistic and present it in the first segment of your video. Also, visual text works best on social media platforms such as Facebook and Instagram where the audience is accustomed to watching silent videos.



Avoid Displaying Your Logo Right Away


Since you only have three seconds to hook your audience, you want to be strategic in how you use your time. Depending on the goals of your video, showcasing your brand within the first three seconds may seem too pushy, causing viewers to become uninterested. For advocacy efforts, reserve presenting your logo and other business information for later in the video. This approach, along with a strong call to action at the end, is an optimal way to close your video presentation.

In summary, there are a number of tactics you can use to draw in an audience from the start. They will help make your video presentation compelling, engaging and enlightening. Focusing on these approaches will help you hook your viewers within those critical first three seconds.