What makes a successful TikTok or Instagram video successful? Of course, algorithms play a huge role on these platforms. TikTok's algorithm constantly analyzes user behavior and various aspects of content to determine which videos are shown to which users. But when it comes to content, you need to know something about storytelling. The most successful videos make use of the tricks below to make their story even more convincing.
GRAB ATTENTION
Everything starts with attention. Without attention, you won't even be noticed. Grabbing attention with your video can be done in various ways. By the way, make sure to do this right in the first few seconds, because before you know it, the viewer will swipe to the next video.
1 TRIGGER THE SENSES
Senses lead to action. If someone fires a gun, you immediately turn your head. If you smell smoke in your house, you become alert. When it comes to visual triggers, people, especially faces, are very successful. The same goes for images of animals, as they can be both a source of food and life-threatening. So, people or animals immediately grab your attention. Try to find a video on TikTok or Instagram that doesn't feature people or animals.
2 BE NEW AND UNEXPECTED
New not only grabs attention but is also an essential need of the brain. New is something you don't know yet. And what you don't know demands attention. We humans need to know and understand something to determine if it poses a danger. Studies have even shown that seeing something new and unexpected triggers a dopamine rush, which is also known as the oddball effect. This ensures that we, as humans, continue to seek out new things and keep discovering. So, grab attention in your video right away. Start with a bang, a striking setting, or pose a bold statement you want to prove. There are countless ways, and there's no shame in being inspired by ideas from other creators.
3 PRESENT THE REWARD
Brains love rewards. Dopamine is released then too. Dopamine is our fuel to want. It fuels our desire for food, sex, money, and also more intrinsic values like satisfaction and being meaningful. Tap into these desires and show that your product, service, tip, or life hack fulfills this desire. In other words, show that it delivers the expected reward.
4 PROVIDE CONTRAST
Our brains are very sensitive to contrast because it enables us to make quick decisions. Without contrast, it gets confused, resulting in a delayed or sometimes no response at all. A classic advertising comparison is the before and after contrast. This can be about anything: from fitness products to beauty creams. The brain pays attention to change and disruption, so if you want to activate this, don't put up too neutral statements. So, think carefully about how you use contrast to prove your promise.
5 MAKE IT EMOTIONAL
Emotion is also an attention grabber. This is because there is a connection between the brain region that regulates emotion and the brain region that regulates attention. That strong connection between emotion and attention is very useful in life-threatening situations because strong emotions emerge. The brain then stops working and gives full attention to the threat. Emotions guaranteed grab attention. And when you make people feel something, they not only pay attention to your message but also remember it better.
KEEP IT SIMPLE, STUPID
Got the attention? Great. Now it's time to convey the clearest message possible. Short and simple is the rule on social media. And it's not for nothing. Often, people only give a fraction of a second's attention to your video. So, don't tell too much and keep the form simple, so the viewer knows immediately what it's about. The brain prefers to be lazy rather than tired, so make it as easy as possible for the viewer. Use the following tricks for that.
1 MAKE IT LOGICAL, TANGIBLE, AND RECOGNIZABLE
Our brain loves recognizable, easy-to-understand, and simple information. In addition, a logical sequence helps. This makes it easier to follow and keep attention. It also works for stories. A story has a logical structure, is easy to recognize, and holds attention. If people have to work too hard, you lose them. The nice thing about videos on social media is that you can support this directly with images. Images are processed even faster than words and ideas. So, combine the right words with the right visual examples to make your video even more convincing.
2 USE SIMPLE LANGUAGE
Simple language is good for the brain because everyone can easily process it. Both higher and lower educated people prefer simple language (B1) over more complex language (C1). After all, the human brain prefers to be lazy rather than tired.
3 USE THE RIGHT CUES
If you incorporate the right cues into your video, people will feel at home faster. The cues then immediately open the correct association network you want to connect with. So, make clear choices. Which things form a cue for your brand? Think of colors, shapes, or sounds. Keep repeating this cue in all your videos. This way, you link the information in your message even more easily to your brand. As a result, your videos are processed faster and easier.
So, if you want to boost the content of your social videos, make sure you do everything to grab attention and keep it simple. This way, you ensure that your videos are watched longer and remembered better.