A slow 15-second introduction held attention across videos with 10–15 million views.
“Like I've seen hooks some of the most viral videos of like 10 15 million views where it's just a really slow 15-second intro into something and it's it's just but you're locked in. You're locked.”
— Jono Yates
A strong hook loses the viewer when the promised value never arrives.
“You can have all of these like um hooks, but if you're not delivering on the hook and if you're not actually delivering value, then people are going to swipe away.”
— Jono Yates
Content expertise begins with understanding human psychology.
“it's not about understanding videos and content and, you know, hooks and all this sort of stuff. That's a part of it, but ultimately you have to understand humans.”
— Jono Yates