Vertical “short videos” such as TikTok, YouTube Shorts, and Instagram Reels are the most influential format in current social media marketing. But since users can easily swipe to the next video with a single finger, if you can’t capture their interest in the first few seconds, they won’t watch until the end. In this article, we will explain the composition points of short videos to keep viewers from leaving.

“The magical first 3 seconds” in short videos

The winner of a short video is determined by the first 3 seconds (or 1 second) after the video is played. If you are swiped here, your rating from the algorithm will drop and your video will no longer be spread.

1. Make the hook stronger

At the beginning of the video, the benefits'' and surprises’’ of watching this video are presented both visually and aurally.

• Show the conclusion: Start with captions and audio that will make you want to know what will happen next, such as How to dramatically change 〇〇'' and Actually, this is 〇〇.''
• Video with movement: Instead of starting from a static state, start from a state where there is some movement on the screen, such as while walking or dropping something, to keep people’s attention.

“Middle” structure to increase viewer retention rate

Once you have captured the audience’s interest at the beginning, you need to find a way to keep the audience interested.

2. Good tempo (many use of jump cuts)

Users who watch short videos want information density and speed.

• Edit (jump cut) all unnecessary pauses such as “um” and “um” and pauses.
• Avoid visual boredom by changing camera angles and zooming in and out repeatedly instead of making one scene look long.

3. Re-attract attention with captions and sound effects

• Insert captions (subtitles) in easy-to-read fonts and colors throughout the video. This is essential as many users watch without sound.
• Inserting sound effects (pop!, glitter, etc.) at the timing of important keywords has the effect of refocusing the viewer’s attention on the video.

“Ending” that encourages action

Guide viewers who have watched to the end to take the next action (follow, like, comment).

4. Clear call to action

At the end of the video, encourage specific actions using words and text, such as “Save it and come back to it later” and “Tell me what you think in the comments section!” However, people don’t like long advertisements, so the trick is to convey your message quickly and in just 1 to 2 seconds without breaking the tempo of the video.

Summary: Royal composition format

The basic structure of a short video is as follows.

1. Hook (0-3 seconds): Ask the question, “Didn’t you fail at 〇〇?”
2. Development (3-15 seconds): Present the solution at a fast pace, saying, “Actually, if you use this item…”
3. Demonstration (15-45 seconds): Show how it is actually used and before and after results.
4. Punch line/CTA (45-60 seconds): Summary and request for follow-up.

By using this basic format as a foundation and adding your company’s brand colors and unique character, you can create short videos that are easy to generate buzz. Please try it out.