Hook/Rehook Framework for Influencer Briefing
This framework recognizes the fast-paced, visually-driven nature of vertical short-form platforms, with the objective to deliver briefs that result in videos that grab attention quickly and keep the viewer engaged to watch the entire video.
It’s designed to leverage psychological triggers to captivate the audience effectively, especially for UGC and vertical 30-Second Video Content.
Intro to Hooks 🪝
The Hook is your opening scene or first few seconds of the video. It must immediately capture the viewer's interest revealing true Stopping Power (stop user scrolling behavior). Focus on visual impact.
Intro to Rehooks 🎣
The Rehook should reinforce the viewer's reason to continue watching. If the Hook makes you stop, the Rehook makes you watch the rest of the video. Rehook tactics include: 1) adding substance, 2) adding contrast, 3) raising a question, 4) raising an emotion, and more.
Deep-dive into Hooks
The best Hooks have a visual and a verbal component:
Visual Hook
Objective: The visual hook is your opening scene or first few seconds of the video. It must immediately capture the viewer's interest through a surprising visual, or an intriguing start that promises something unexpected or valuable by the end.
Strategy: Use strong, eye-catching visuals or start with a bold statement. The hook should set up the viewer's expectation and build curiosity to keep watching.
Example: a surprising fact or visual contradiction, like showing a common task done in an uncommon way, such as someone skateboarding in a business suit.
Verbal Hook
Objective: The verbal hook works in tandem with the visual hook to solidify the viewer's engagement. It should support and amplify the surprise or intrigue introduced by the visual, using a compelling question, statement, or a contradiction that sparks curiosity or emotional engagement.
Strategy: Craft a concise, memorable phrase or pose a provocative question that complements the visual. The verbal hook can clarify the visual, add context, or pose a challenge that encourages further viewing.
Example: If the visual shows someone skateboarding in a business suit, the verbal hook could be, “Who says you can’t mix business with pleasure? Watch how I turned my commute into the best part of my day.” This example poses a playful challenge to conventional norms and promises an interesting story.
Techniques to Enhance Verbal Hooks
Contradiction: Highlight a contradiction between what is shown and what is said to pique interest and provoke thought.
Rhetorical Questions: Use rhetorical questions to involve the viewer in thinking actively about the scene or information presented.
Direct Address: Speak directly to the viewer to create a sense of immediacy and personal connection.
Teaser: Give a teaser of what’s to come without revealing too much, maintaining suspense and curiosity.
Deep-dive into Rehooks
Rehooks are designed to solidify the viewer's interest sparked by the initial hook, ensuring continued engagement with the content.
Here are 6 techniques for crafting effective Rehooks:
1- Heft Technique (Adding Substance or Weight)
Offer Proof or Demonstration: Immediately after the hook, provide a quick proof or demonstration of the claim made. This bolsters credibility and satisfies the viewer’s initial curiosity, encouraging them to watch how the claim is achieved.
Include Testimonials or Endorsements: Incorporate a testimonial or endorsement from a credible source right after the hook. This could be a user comment, a celebrity endorsement, or an expert approval, which reinforces the initial claim and adds social proof.
2- Contrast Technique
Counterintuitive Facts: Present a fact or statistic that seems counterintuitive to the initial hook but supports the broader message of the video. This technique sparks curiosity as the viewer seeks to understand how the seemingly contradictory elements align.
Myth Busting: Begin with a common myth as the hook and follow it with a rehook that promises to debunk it. This approach challenges common beliefs and pulls viewers in to discover the truth.
3- Sequential Teasing
Use the rehook to tease the next part of the story or the process. For example, after a compelling hook, hint at an upcoming revelation or critical turning point in the narrative, which encourages viewers to stay tuned for what’s next.
4- Emotional Engagement
Evoke an emotional response that aligns with the hook. If the hook promises excitement, the rehook should amplify this with an emotional statement that enhances anticipation or joy, thus deepening the viewer's emotional investment in the content.
5- Question Prompt
Pose a provocative question related to the hook. This engages viewers by prompting them to consider their own responses or opinions, which motivates them to continue watching for a resolution or discussion.
6- Challenge Viewers
Directly challenge the audience in relation to the hook. For instance, if the hook suggests an easy solution to a problem, the rehook could challenge viewers to try it themselves or predict the outcome, thereby increasing their investment in the content.
After the Rehook: Content Strategy and Platform Optimization
These are some general recommendations for the rest of the video.
Content Flow:
Brand Mention: Strategically introduce the brand towards the end of the video, ideally in the last 15 seconds. Don’t rush promoting the brand.
Content Development: Maintain a quick and engaging pace, editing content into concise 2 to 3-second segments. Deliver on the promises made and ensure the energy and style initiated in the hook and rehook are consistent throughout the video.
Call to Action: Conclude the video with a strong and unmistakable call to action. If you default to “link-in-bio”, try to think of something different.
Optimization for Platforms:
Instagram Reels/TikTok: Capitalize on trending sounds or visual effects to enhance the initial hook.
YouTube Shorts: Since YouTube is more search-driven, optimize your titles and descriptions with relevant keywords.
Case: Peloton Hook/Rehook Framework Example
1- Ride Challenges
Hook: “I just completed a 30-day ride challenge!”
Rehook (Add Heft): “This is how I improved my fitness and crushed my goals in just one month!”
Content: Share a montage of daily highlights and progress, integrating Peloton as the main driver of the success.
2- Personal Transformation Stories
Hook: “Six months ago, I could barely pedal for 5 minutes…”
Rehook (Challenge Viewers): “Now, I’m leading the pack in live classes. This is how you can do it too…”
Content: Users document their fitness journey on Peloton, showing transformations and key achievements.
3- Community Engagement
Hook: “Ever wondered what makes Peloton more than just a bike?”
Rehook (Emotional Engagement): “It’s the community! Here’s how we support each other every pedal of the way.”
Content: Users share stories of community support, friendships formed, and group challenges participated in, highlighting the social aspect of Peloton.
