3 mins
ASK Alex
“How do I capture attention on social media and get more people to watch my content?”
We all know that social video is an integral part of modern aesthetic clinic marketing. However, getting people to watch your content is another part of the creation.
LET ME INTRODUCE YOU TO ‘THE HOOK’
A hook is a cue used to grab attention and keep someone engaged with your content. Typically, hooks are used in social media videos at the start; it could be a question, statement, or a visual that makes the audience want to keep watching. It aims to spark curiosity or interest within the first few seconds, encouraging people to watch and engage with the content, rather than swiping to the next post.
So, how do we hook viewers and keep them watching our video?
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Open with a statement that makes a personal connection, like “this is why you…” or “here’s what your routine is missing”
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Say something controversial or unlikely, such as “let’s stop using toxin”, as bold statements always breed curiosity
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Ask a question, like “why do we…?” or “are you looking for…?”
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Flip the video and show a two-second flash of the outcome before showing a treatment process
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Timelapse footage is brilliant at capturing attention
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Headlines or titles popping up on screen
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Use data, such as “83% of patients…”, or diagrams
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Make a thumbnail for your grid, rather than using a frame of the video – it means profile visitors know what to watch.
Eye-catching subtitles or captions also form part of the visual hook and make your socials more accessible.
The next level is to combine hooks to make must-watch content with audio and visual cues that stop scrollers scrolling.
The best content creators, in aesthetics or otherwise, are experts at hooks. Even if they don’t know that’s what they’re called or that they’re doing it.
WHAT NOT TO DO WHEN TRYING TO HOOK A VIEWER
I see a lot of content which isn’t trying to hook the viewer’s attention, for example, “Hello my name is XYZ, and today I’m going to talk to you about polynucleotides”. If you want to introduce yourself and give credibility, hook first, and then skip back to “I’m XYZ and I’m a nurse in medical aesthetics”. This way you get the best of both worlds!
Missing hooks in your video will mean fewer views and less engagement with the video, which is ultimately a detriment to your social page, and your clinic. Great social media – and great hooks – separate your clinic from the others competing in the same space. If you’ve had a hook work and a video go viral, there’s nothing stopping you from using the same or a similar hook with a different message in your next video. I see clinics produce a great video and then think they must keep being different, but their audience loved what worked the first time, so stick at it!
THE WORK IS ONLY HALF DONE WITH A GOOD HOOK
If your video doesn’t deliver on the hook’s promises, or the rest of the content isn’t as insightful, entertaining or educational, your great hook doesn’t mean anything in terms of clinic success. However, to keep momentum going, nothing is stopping you from re-hooking your viewers in the middle of your video. A lack of clarity in your content will spiral your engagement rate and mean less interest from patients in booking treatments, which is why we do social media in the first place!
Want to chat about video strategy and production? You can contact my team at Web Marketing Clinic to discuss your next project.
ALEX BUGG
Alex Bugg works for Web Marketing Clinic, a family-run digital agency, which specialises in medical aesthetics. The business builds websites and delivers marketing campaigns for doctors, nurses, dentists, distributors and brands. Contact her at: alex@webmarketingclinic.co.uk or follow her on Instagram: @webmarketingclinic