Hala Taha: Hook Your Audience in 8 Seconds and Stand Out Online

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0:01:48 Young and Profiters, welcome back to the first-ever episode of the YAP Creator Series.
0:01:52 This series is a deep dive into the art and science of content creation.
0:01:57 Everything from mastering attention to understanding the psychology that fuels audience engagement.
0:02:01 Every piece of content you put out should be meaningful, intentional, and ultimately
0:02:03 drive action.
0:02:06 This series is all about giving you the tools to make that happen.
0:02:10 Throughout these episodes, I’ll share insights from powerful creators who have been guests
0:02:14 on the show, experts like Sean Cannell, Gary Vee, and Alex Ramosi.
0:02:18 Today, we’re kicking things off with a critical first topic, the psychology of attention and
0:02:20 content creation.
0:02:25 In a world where attention spans are shorter than ever, mastering this is essential.
0:02:30 The goal is to make people stop scrolling, engage, and stay with you until the very end.
0:02:34 Top content creators use sneaky tactics to hook you into their videos and get you to
0:02:36 want to keep watching them.
0:02:40 With about only 8 seconds to make an impact, it’s crucial to stand out.
0:02:44 Imagine a crowded street where everyone’s shouting to be noticed.
0:02:47 Your goal is to make viewers stop and pay attention.
0:02:53 On platforms like YouTube, thumbnails and titles are your first chance to hook in viewers.
0:02:57 As act like curb appeal, the more visually striking and straightforward they are, the
0:03:00 more likely that people are to click.
0:03:04 Titles should be direct, keyword focused, and hint at the value that you’ll deliver.
0:03:09 Bold titles that spark curiosity or make clear promises set the stage for viewers to stay
0:03:10 engaged.
0:03:15 Sean Cannell, who built his YouTube channel from scratch, stresses the importance of thumbnails
0:03:19 and titles as a strong first line of offense.
0:03:24 He recommends clean, simple thumbnails with bold colors, minimal text, and a clear focal
0:03:25 point.
0:03:29 A cluttered thumbnail or a vague title is not going to spark curiosity.
0:03:31 It’s just going to confuse people.
0:03:33 Less is more.
0:03:37 The goal is to create a pause effect that stops viewers from scrolling and makes them want
0:03:38 to watch.
0:03:42 If you’ve been creating content for a while, you’ve probably heard a lot about titles and
0:03:43 thumbnails.
0:03:46 But Sean adds another key element, topic.
0:03:49 Here’s what he has to say about that.
0:03:56 YouTube is recommending brand new channels, but here is the painful part for you listening
0:03:58 to this.
0:04:06 If you get a chance on this free platform to get in front of a complete stranger, are
0:04:09 you going to miss that opportunity or are you going to get it?
0:04:12 Good news is it doesn’t just come once in a lifetime, but what I’ve noticed is that
0:04:18 sometimes when those channels get recommended, I’m like, that title doesn’t really grip me.
0:04:20 That thumbnail is not that great.
0:04:21 Those are going to be the two metrics.
0:04:26 What is included in that topic, right time, right place, so it’s the topic itself and
0:04:33 then a good title that makes it even more interesting, like that’s an irresistible video.
0:04:37 You want to get the click, and those are what you’re optimizing for.
0:04:41 Sean says the biggest factor to grab people’s attention is having a topic at the right place
0:04:43 and the right time.
0:04:47 Gary Vee calls this the tic-tacification of social media.
0:04:51 When we spoke earlier this year about his new book, Day Trading Attention, Gary broke
0:04:52 it down for me.
0:04:54 I’m one of the biggest LinkedIn marketing experts.
0:04:59 I teach a two-day class, it’s the most popular class, and I can hack the algorithm, and that’s
0:05:01 why people hire me.
0:05:05 One of the things that’s happening this year is that they’re prioritizing interest relevancy
0:05:06 over engagement probability.
0:05:11 It used to be that you would post something motivational, something inspirational, if people
0:05:13 shared it, you’d go viral.
0:05:18 Now it’s all about posting a specific topic, educating people, and then LinkedIn will match
0:05:22 users based on the things they like, the interest graph, exactly.
0:05:26 I actually wanted you to, can you go super deep on the interest graph because I feel
0:05:29 like this is the major trend happening with all social media sites.
0:05:33 That’s what, from your book, I was like, oh, he’s right on the money.
0:05:37 I told my brother that I thought Tumblr was going to be bigger than Facebook and Twitter.
0:05:41 I went Twitter, Facebook, Tumblr, and my investing, those are the first three companies
0:05:44 I invested in in my life, out of a liquor store in New Jersey.
0:05:50 It’s funny, you can see I’m laughing at myself, it’s so improbable, like it’s absurd, comma,
0:05:53 I thought Tumblr was going to be the biggest because of this conversation, just took 15
0:05:55 years for it to happen.
0:06:01 Again, everybody, social media for the first decade plus was very simple.
0:06:03 It was like email marketing.
0:06:06 You would get as many people to follow you as possible, and then you would post, and
0:06:08 a percentage of those people would see it.
0:06:09 That was the game.
0:06:13 It was easy for me to figure out because I did email marketing in ’97, ’98, ’99 when
0:06:17 that was new, and I was a big winner in that game.
0:06:19 That was underpriced attention.
0:06:23 I was competing against liquor stores that were making catalogs, but I was getting to
0:06:27 the customer for free instead of how much a catalog cost, and getting to them faster.
0:06:28 It was huge.
0:06:29 It was foundational.
0:06:32 I saw the same thing in social, so I’m asked big followings.
0:06:35 That was the focus.
0:06:39 Big talk-ification of social media, like I talk about in the book.
0:06:42 That interest graph algorithm is now going to eat up everything because it’s better.
0:06:44 It keeps you on the platform longer.
0:06:45 Let’s use common sense.
0:06:51 You go to your Facebook, you’re now 27, you went on Facebook at 18, the people you followed
0:06:55 are people you met one night hooking up or at a random party or whatever, and now you’re
0:07:00 seeing posts of them in Ohio with their aunt, and you’re like, “I don’t give a fuck,” but
0:07:01 just like email.
0:07:04 We don’t unsubscribe from our fucking list.
0:07:06 We just delete it or archive it.
0:07:08 We don’t put in the work to clean up our shit.
0:07:12 You kept seeing shit you didn’t give a fuck about, which made you not spend four hours
0:07:13 on it.
0:07:15 It made you spend 14 minutes on your feet.
0:07:19 Then you go to TikTok, and you’re seeing unlimited shit that you fuck with, and four
0:07:22 hours later, you’re like, “What the fuck just happened?”
0:07:23 That’s good for TikTok.
0:07:24 That was bad for Facebook.
0:07:28 Now all of them are going to be like TikTok, and every social network is going to have the
0:07:35 4U page DNA in them for quite a while now, maybe forever because it’s more humanly true.
0:07:41 That’s what I focus on, and that’s why focus on your niche is about the fuck up everyone.
0:07:46 You’re going to need to talk about more things than ever that are true to you because you’re
0:07:50 going to need that content to find more different audiences for you to be as big as you want
0:07:51 to be.
0:07:55 I was going to ask you, does that mean riches are in the niches now because of the interest
0:07:56 graph?
0:07:57 If you’ve got multiple topics.
0:07:58 It’s an end game.
0:08:00 Think about how weird I am.
0:08:08 The reason I know everybody from afar, especially in the game you’re in, are garage sale videos.
0:08:12 My grid has been fucked up for 12 years, and I was like, “Make a good grid.
0:08:13 It’s got to be on brand.”
0:08:16 I’m like, “You fucking have no idea what you’re talking about.”
0:08:18 The grid is like 5% of the consumption.
0:08:20 The feed is the whole game.
0:08:24 You go to my fucking thing, you’re like, “Who is this?
0:08:28 Jets video, garage sale, keynote, board meeting?”
0:08:32 I’m confusing the shit out of people because I don’t care about the grid.
0:08:37 I care about being as relevant to as many different people as humanly possible.
0:08:38 Let’s talk about viral.
0:08:39 Sure.
0:08:40 I’m going to use baseball.
0:08:42 I know it’s not as popular anymore, but it’s the easiest one.
0:08:44 Going viral is hitting a grand slam.
0:08:46 Do you know anything about baseball?
0:08:47 A little.
0:08:48 I know.
0:08:49 Enough could be dangerous.
0:08:50 Do you know what a strikeout is?
0:08:51 Yes.
0:08:52 Good.
0:08:53 Most posts are a strikeout.
0:08:54 Okay.
0:08:56 It doesn’t do what you want it to do.
0:09:01 I’m in the business of singles and doubles and triples with the occasional homerun and
0:09:04 grand slam, but could give a shit about hitting a grand slam.
0:09:07 Or if you don’t follow baseball, everyone, I won’t use an analogy.
0:09:11 I don’t ever think about going viral, ever.
0:09:15 I only think about making good content that is valuable to the people on the other side,
0:09:21 and that means that most of my stuff will consistently do solid, occasionally do better
0:09:23 than solid, and once in a while go viral.
0:09:26 I believe that most people suck at social media because they try to go viral on every
0:09:29 post, and when they don’t, they cry to mommy.
0:09:32 So you’re more about posting as much as you can.
0:09:33 Hopefully they all do pretty good.
0:09:39 And posting as much as you can is also based on self-awareness of like, I start with like,
0:09:41 do I have something to say that could bring someone value?
0:09:44 Again, I need everybody to hear this.
0:09:45 That comes in all shapes and sizes.
0:09:46 I mean this.
0:09:51 If you’re funny and you do a skit like King Batch, that’s value.
0:09:54 You made somebody smile, and it’s a fucked up world out there, and the feeds are fucking
0:09:58 negative, and media’s negative, and like that little ha ha ha.
0:10:01 If you’re attractive, like people like looking at attractive people, if you know something
0:10:04 about LinkedIn, that’s valuable to the people that want LinkedIn.
0:10:06 Like we all have value.
0:10:10 If you know something about BMX or wine or sneaker, like value, value, value.
0:10:13 I think people have niched themselves in a corner.
0:10:18 What happens if you know a lot about sneakers and you know a lot about bourbon?
0:10:19 Post both.
0:10:23 So like Gary says, you have to pick your topics, and don’t be scared to have more than one
0:10:24 topic.
0:10:28 The algorithm will do its job to feed your content to relevant audiences if you have
0:10:29 a clear topic.
0:10:33 Gary also mentions that value comes in all forms.
0:10:36 This is really important, and we’ll get back to it in a bit.
0:10:40 But first, let’s move on to openings and introductions of our content.
0:10:44 At Young and Profiting, we’re intentional with our intros because we know the first
0:10:46 few seconds are everything.
0:10:51 The best way to capture attention right away is by creating a curiosity gap.
0:10:55 The curiosity gap is a psychological concept that refers to the space between what people
0:10:57 know and what they want to know.
0:11:02 It’s used in marketing and storytelling to entice audiences by providing just enough
0:11:06 information to spark curiosity without fully satisfying it.
0:11:12 This prompts people to take action, like clicking, reading, watching, to close the gap and satisfy
0:11:13 their curiosity.
0:11:17 You want to keep opening curiosity gaps throughout your content.
0:11:22 One way to leverage the curiosity gap is by using a headline overlay, an overlay like
0:11:25 seven ways to avoid burnout.
0:11:30 This immediately tells the viewer what values are going to gain, and it sets expectations
0:11:31 by sparking curiosity.
0:11:33 Well, what are the seven ways?
0:11:36 And notice that I used a number in this example.
0:11:40 Number seven, seven ways to avoid burnout.
0:11:42 Numbers attract attention because they’re specific.
0:11:44 What are the seven ways?
0:11:48 It makes you wonder, why is there seven ways and not eight or nine ways?
0:11:50 Odd numbers are more specific.
0:11:55 Numbers that are not whole numbers are even more specific and attract more attention.
0:11:59 Numbers immediately tell the audience what to expect, giving the hook more of a defined
0:12:01 promise.
0:12:06 Seven ways is definitely more enticing than just the ways to avoid burnout.
0:12:11 And lastly, you can increase the punch to your hook by adding more numbers like revenue
0:12:14 targets, timeline, or implied speed.
0:12:19 And nobody knows how to hook viewers in more than somebody like Alex Hermosie, who has
0:12:24 basically blown up overnight and become one of the top brands online through his engaging
0:12:25 videos.
0:12:30 Here’s him demonstrating how to spark curiosity with numbers in the intro of a recent YouTube
0:12:31 video.
0:12:37 In this video, I’m going to show you how to turn $1,000 into $45,000 through email.
0:12:43 And over the last 90 days, we spent just under 10 million emails from acquisition.com and
0:12:46 we generate tens of millions of dollars across our portfolio using email itself.
0:12:49 And in this video, I’m going to break down emails that I’ve sent and I’ll give you the
0:12:53 10 tactics that have worked very well for us so far.
0:12:58 Aside from hooking people in with a text headline overlay, you can also hook people in with
0:13:00 action at the beginning of a video.
0:13:04 In the example that I just played, Alex holds up two sheets of paper when he says how to
0:13:07 go from $1,000 to $45,000.
0:13:12 Action could also be something like a hand gesture, a close up of a sizzling frying pan,
0:13:16 jumping into the frame, running through a brick wall, anything that’s going to surprise
0:13:19 and shock your audience and get them hooked.
0:13:22 The last thing that I’ll say about intros is that you should be intentional about sharing
0:13:25 what your audience can expect right at the beginning.
0:13:28 This gives them a reason to stay engaged.
0:13:29 That’s something.
0:13:32 And then you have to deliver on that promise throughout the video.
0:13:37 Former YAP guest Ken Okazaki, who heads up Oz Media Global and helps his clients generate
0:13:40 millions of dollars from video marketing, summarized this best.
0:13:42 Let me paint a quick picture for you.
0:13:44 Say you’re a drug dealer, right?
0:13:50 And social media, by the way, I see the closest analogy is it’s like a farm, right?
0:13:52 And you got to plow the land on the farm.
0:13:56 And the person who owns the farm is Facebook, Instagram, TikTok, YouTube.
0:13:59 They own the farm and you are leasing a plot.
0:14:05 Now, what’s going on is when you create content, then the product is your content.
0:14:08 And they use that and they sell it.
0:14:13 The only thing on social media, the university across all platforms that is a universal currency
0:14:14 is time.
0:14:15 People buy time.
0:14:18 The advertisers buy it from the farmer.
0:14:22 And you’re just the person who’s volunteering to create, you know, to work their farm for
0:14:26 them, which is, you know, amazing that they convinced us to do this.
0:14:31 But so now that we’ve got this analogy where time is the monetizable product, it actually
0:14:32 is money.
0:14:36 It’s bought and sold every single day, millions of times, billions of dollars.
0:14:41 And when you understand this, then what you got to think is like, well, if I am buying
0:14:44 and selling time, and that’s the currency of social media, when someone watches a video,
0:14:50 let’s say they spend three minutes, they pay you three units of time.
0:14:51 And what are you getting in return?
0:14:55 What you got to give them is a dopamine hit, because otherwise they will not get addicted.
0:14:56 They won’t come back.
0:14:59 They won’t feel like they got their money’s worth.
0:15:03 So if you say, hey, get over here, you know, spend three minutes with me, and I’m going
0:15:04 to give you a dopamine hit.
0:15:07 They come, they pay their three minutes, and you don’t give it.
0:15:08 Two things are going to happen.
0:15:11 Number one, they’re going to feel like, hey, you are scumbag.
0:15:15 And number two, I’m never coming back, and I might even tell people to avoid you.
0:15:19 And that’s what happens when the promise doesn’t meet the delivery.
0:15:23 So what you want to do is give them a dopamine hit.
0:15:26 And I think another way to say this is aha moment.
0:15:29 If you could get people, like right now, I see you’re nodding.
0:15:30 I love that.
0:15:32 When I see people nodding, I’m like, we’re on the same page.
0:15:34 They’re having an aha moment here.
0:15:36 And that transaction was successful.
0:15:37 Very likely they’ll come back.
0:15:40 So you just got to deliver what you say you’re going to deliver.
0:15:46 If you say I’m going to teach you the most mind-blowing strategy to use chat GPT, that
0:15:49 will earn me $12,000 in the next 30 days.
0:15:51 And then you actually show screenshots and demonstrate it.
0:15:52 That is a good fit.
0:15:56 But if you say it and then give some general advice without showing anything that’s actually
0:16:01 believable, not a high chance that people will continue coming back.
0:16:02 They’ll be disappointed.
0:16:03 Okay.
0:16:06 Let’s move on to how we can keep listeners engaged after the intro.
0:16:11 The concept of pattern interrupts can be extremely effective in longer videos.
0:16:16 Pattern interrupts are unexpected elements in the content that break up the usual flow
0:16:20 and give users something to focus on, which re-engages their attention.
0:16:26 These can be sudden zoom ins, quick cuts, unique sound effects, or color changes.
0:16:30 Another approach is to build in novelty with small surprising elements.
0:16:35 This could mean adding a quick animated graphic, a pop of color, B roll footage, or a brief
0:16:39 audio cue that stands out from the usual rhythm.
0:16:44 When used sparingly, these surprises act as many resets for viewers to refocus and help
0:16:46 them stay engaged.
0:16:50 Tools like OpusClip can help you find the most emotional or action packed parts of your
0:16:55 videos and also can make your videos more engaging and boost watch time by automatically
0:16:58 adding AI B roll to your videos.
0:17:02 Grabbing attention with video editing tactics can help your videos move fast paced.
0:17:04 It can help them be more engaging.
0:17:07 People remember stories far more than they remember facts.
0:17:08 Why?
0:17:12 Because stories involve emotions and emotions make things more memorable.
0:17:17 You want to use a value first approach in your videos that gives your audience insights
0:17:19 that hook them in from the start.
0:17:23 Then you want to guide them through a mini story throughout the video that keeps them
0:17:25 engaged until the end.
0:17:28 When we create content, we want it to be more than just information.
0:17:30 We want it to feel like an experience.
0:17:35 One way to create this feeling is through a simple, relatable, three step storytelling
0:17:36 structure.
0:17:38 Number one, introduce a common problem.
0:17:40 Number two, share a relatable struggle.
0:17:43 Number three, provide a solution.
0:17:44 Think of it like this.
0:17:49 The problem is the hook, the struggle is the emotional connection, and the resolution is
0:17:50 the payoff.
0:17:54 This arc makes viewers feel invested in the outcome because they’ve emotionally connected
0:17:56 with the journey.
0:18:01 Relatability is key here because people connect with stories that mirror their own challenges.
0:18:05 Maybe you’re talking about work-life balance or the pressure to succeed in a competitive
0:18:06 market.
0:18:10 These are experiences that many people relate on on a deep level.
0:18:15 And when you tap into this emotional common ground and when you share your own stories,
0:18:18 you’re not just holding attention, you’re creating loyalty.
0:18:23 Your audience feels like they know you and, more importantly, that you know them.
0:18:27 This mutual understanding builds trust and engagement over time.
0:18:30 Storytelling is a skill I think that we should all spend time improving.
0:18:34 Yastrakhan, one of the most sought after public speaking coaches in the world, recently came
0:18:38 on and gave me his three Rs to good storytelling.
0:18:44 The most important thing that I feel that storytelling does is it’s just memorable.
0:18:46 People just remember for much longer.
0:18:49 So if I asked you, do you want people to remember what you said?
0:18:50 Yes.
0:18:51 Okay.
0:18:54 Do you want to share your message in a way that people remember it?
0:18:55 Yes.
0:18:57 Then you must do it in a format of a story.
0:19:00 How many of your three-hour lectures do you remember from college?
0:19:01 None.
0:19:02 Exactly.
0:19:05 How many movies since you were a child do you remember?
0:19:06 A plenty.
0:19:07 And all of those are stories.
0:19:12 I imagine none of those were 30 bullet points from start to finish.
0:19:16 So you have to learn to create imagery and you have to get people to feel something.
0:19:19 If they don’t feel anything, they will not remember.
0:19:22 So talk to us about how we can become better storytellers.
0:19:27 How can we start to infuse stories and the things that we do and get better at it?
0:19:30 Is there a formula or how should we think about it?
0:19:32 There are three things that I talk about.
0:19:34 The three Rs to be remembered.
0:19:37 The first Rs is your story has to be repeatable.
0:19:42 If I hear the story, can I hear it long enough to then repeat it to someone else?
0:19:46 If you’ve heard your favorite stand-up comedian, you have this bit that you like.
0:19:49 Oh, he has a great bit on dating, a great bit on whatever.
0:19:50 You can repeat it to other people.
0:19:53 If I can’t repeat it, I won’t remember it.
0:19:54 So the first thing has to be repeatable.
0:19:57 Number two, does it relay emotion?
0:20:00 Do I feel something when I hear your story?
0:20:04 I can tell you about how I got into my car and I got gas and I came back home.
0:20:05 What’s the point?
0:20:08 It’s a pointless story, but it’s there a point to it.
0:20:11 And you’ll be shocked how many things you can make sound emotional.
0:20:15 Like earlier, we talked about cleaning the dishes and just with the volume, we made it
0:20:17 sound a little bit emotional, right?
0:20:22 Someone asked me in a conference of 500 loan officers, napkins, and we made napkins emotional.
0:20:24 So can you talk about that with emotion?
0:20:26 Can you resonate and relay your emotion?
0:20:31 And number three, I feel like this is the strongest thing when it comes to storytelling.
0:20:34 Can you reframe an existing belief?
0:20:38 If your story tells me what I already know, it’s not changing my belief.
0:20:43 Can you take me from point A to point B and reframe how I look at the world?
0:20:44 That’s what a good story does.
0:20:46 So three things that has to be repeatable.
0:20:49 You have to relay emotion and it has to reframe your beliefs.
0:20:50 It’s so true.
0:20:53 Stories like really trigger our own emotions.
0:20:58 We feel more relatable to the person talking and to your point, it helps us question like
0:21:00 our own beliefs.
0:21:01 And that’s the point.
0:21:05 And that’s, especially with social media, gets people commenting and giving their thoughts
0:21:10 are agreeing, they’re disagreeing, and it kind of like causes a lot of engagement.
0:21:16 So like you heard it from Yasser, storytelling is so important to connect with your audience.
0:21:20 So before you start your next video or content piece, think about structuring it as a mini
0:21:24 story with three parts, the problem, the struggle and the resolution.
0:21:29 Even if it’s a short clip, the structure can make it feel like a complete journey, keeping
0:21:31 viewers engaged from start to finish.
0:21:35 The goal isn’t just to get them to watch, it’s to make them care for long enough to
0:21:37 get the value.
0:21:41 And when you get them to care for long enough to stay and get the value, they’re going
0:21:45 to come back for more and become engaged fans.
0:21:48 And that wraps up the first episode of the YAP Creator series.
0:21:52 Today we explored the psychology of attention and content creation, touching on everything
0:21:55 from hooks to pattern interrupts.
0:22:00 In this landscape where attention is currency, those first few seconds count, but providing
0:22:04 value while you hold attention can keep your audience coming back for more.
0:22:07 If you’re new to all of this, please don’t feel overwhelmed.
0:22:11 Content creation is a journey and you don’t have to apply everything all at once.
0:22:16 Start by choosing one or two techniques we discussed today, maybe experiment with a stronger
0:22:21 hook or try adding pattern interrupts into your videos.
0:22:25 Small consistent changes can lead to big results over time.
0:22:30 Opus Clip has been a huge help for us at YAP Media in pinpointing high impact moments and
0:22:34 transforming our longer content into bite-sized engaging clips.
0:22:38 In fact, Opus Clip can help you stitch together scenes from different parts of a long-form
0:22:44 content video to highlight a specific theme and produce professional grade storytelling
0:22:45 in every clip.
0:22:48 It is such a game changer, it is such a time saver.
0:22:54 If you’re looking to streamline your content, you can try Opus Clip at opus.pro/clipanything.
0:23:02 You can try it totally for free at opus.pro/clipanything, that’s opus.pro/clipanything.
0:23:05 While I can’t wait to dive into our next episode, we’re going to explore the art of
0:23:10 building trust and authenticity online, two key elements that help create a loyal engaged
0:23:11 audience.
0:23:15 Thanks for tuning in and I’ll see you in episode two of the YAP Creator Series.
0:23:27 [Music]
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