Reach More People by Optimizing the First 5 Seconds of Your Video

When you upload a video you are competing with the millions and millions of other videos that were uploaded on that same day on that platform. Since the viewers of these social media platforms have so many options and don’t have time to watch each one, every second counts in determining if the video in front of them is worth their time.

Let’s take an example. We are currently posting behind-the-scenes type content on Instagram. Short 30-second videos showing the behind-the-scenes of each project we film. 

With our target on Instagram being other video industry professionals, we’d post a video that tells the story of the day. We drive there, we set up and then we film etc. 

But after getting very little engagement, we quickly realized that something was wrong. There are no thumbnails on Instagram Reels when you’re watching the for you page. So how was our target audience supposed to know it’s about the video industry when you don’t see a camera or videographer until 15 seconds into the video? Do you see the problem here?

The first 5 seconds are crucial

The first 5 seconds are where the viewer will decide whether or not your video is relevant to them and worth their time. On short-form content platforms like TikTok and YouTube Shorts, these five seconds will be more like two seconds, so it’s vital that you are hooking, proving relevancy, or providing value right at the beginning of the video.

Bad reel example

The video starts off by showing a random location and continues on some sort of road trip. During the first 5 seconds, it’s not really clear what is going to happen. And there is definitely no indication that the video will be about filming or the video industry. Most people will skip this video.

A better reel example

The video starts by showing me, a recognizable character for the company’s followers, and some camera equipment. So right off the bat, followers and new viewers will have a general idea of what the video will be about. This video received triple the number of views as the bad example.

A bad YouTube intro

The video starts off somewhat randomly, unrelated to the thumbnail and title of the video. The viewer will probably start questioning whether the video is worth watching. Not only that, it takes a full 30 seconds to reach the actual content of the video.

A better YouTube intro

The video doesn’t waste the viewer's time and cuts straight to the point. The viewer is immediately reassured that the video they thought they clicked on is the video that they are watching.

The Bailey Nelson ad

This award-winning video starts with a unique character saying something outlandish. And more than that, just in that first sentence, they also set the stage for the location. This further reinforces the relevancy for people from Australia. At the 5-second mark, you are intrigued, entertained, and maybe confused, which all attracts you to continue watching the video and find out what it’s all about.

How you can maximize the first 5 seconds of your video

Now that we’ve seen some visual examples of some good and bad starts of videos, Let’s jump into some techniques you can use to make the beginning of your video more interesting and ultimately attract more viewers and engagement

Prove that the video is relevant

If you’re posting on a platform like YouTube, then proving the thumbnail and title match the video’s content will be important for increasing the chances of viewers continuing to watch the video. You can do this by jumping into exactly what the video is about.

Cut straight to the point

Long intros and company logos at the beginning of your video without a real purpose will waste your viewer’s time and increase the odds that they will leave without watching the actual content. Remember, your audience is looking for answers or entertainment, so dive straight into it.

Say or show something outlandish

Start with a bold and outlandish statement, like in the Bailey Nelson example above. They begin by saying Australia doesn’t know anything about fashion. It’s then complemented with a new character bringing the video back to reality and saying, "Eww, no.”

Make use of the word imagine

Using the word “imagine“ at the beginning of your video invites the viewer to visualize what the future could be like. An example of this could be, "Can you imagine a life with fewer worries?" With this technique, it hints that whatever is coming next could be the answer to getting them there. With this technique, the viewer becomes engaged on a deeper level, which ultimately makes your content more engaging.

Address a problem

Showcasing a problem that your target audience can relate to will instantly attract and hold viewers for longer. The fact that your video may hold the answers to their problem will be enough to keep them watching further. For example, take an ad from Bounty Paper Towels. Within the first few seconds, the kids have spilled something, and what parent hasn’t experienced that? The idea here is to relate to your target audience as quickly as you can.

Use the word “you”

Using the word “you” in the first sentence of the video can drastically increase your number of views and the overall watch time of the video. The use of this word makes the video more personal and gives the viewer the illusion that the video is talking to them. An example of this would be, “Are you a business owner trying to enhance your online presence?“ This simple technique of speaking directly to your audience can make a world of difference.

Shock or tease the viewer

This involves starting the video with a cliffhanger. You show something shocking or tease the climax of the video, but the key here is you don’t give it all away at the beginning. This will hook the audience and encourage them to watch more to find out what happens next.

Music, sound effects and graphics

Since the first five seconds of the video are so important, making it as engaging as possible should be priority number one. Adding upbeat music that’s slightly louder than your traditional background music can make the video appear more exciting. Another trick is to use sound effects to make things more dramatic, create anticipation, or emphasize the important stuff. You can also use text-based graphics to highlight the key points that will be discussed.

About Winter Summer Media

Winter Summer Media is a Montreal-based video production company that provides custom video content to businesses across Canada. We help companies tell their story through video that showcases their unique value, builds trust and makes it easier to close deals. If you’d like to discuss a video project or have any questions, don’t hesitate to reach out.