Skip to main content
Structure of a viral video

Discover the essential elements and techniques needed to create a viral video

Marcos Plaza de Ayala avatar
Written by Marcos Plaza de Ayala
Updated over a week ago

Table of content

Click on a title to have quick access to the information:


The script is the most crucial part of your video. When prioritizing the essential elements, editing, colors, and sounds are not as significant as your script and the structure of your video. A well-structured, well-scripted video will greatly increase your chances of going viral. Ultimately, remember that the most important thing is to provide genuine value in each of your videos.

This isn't to say that other aspects aren't important—they truly are. However, prioritize your script above everything else and let it guide the rest of the elements. The script should serve as the backbone of your video, dictating the flow and ensuring that every component works harmoniously to deliver a compelling message. By focusing on a strong script, you'll create content that resonates more deeply with your audience, making all other elements more impactful and cohesive.

Invest the time to craft a script that clearly conveys your message, engages your audience, and provides value. Use this proven structure to build a video that captivates and retains your viewers' attention:


Hook

The hook is that crucial message you need to deliver in the first 2 seconds of your videos to grab the viewer's attention and prevent them from scrolling.

This section of your reel is often touted as the most important, with many people quick to tell you that you're doing it wrong. From my experience, I can tell you that while it's not the most critical element, it still holds significant importance. The initial seconds of your video serves as an invitation to the viewer, letting them know what the video offers and why they should keep watching. The simpler and more captivating your hook, the better.

A well-crafted hook sets the tone for your entire video. Consider the hook as a teaser that gives a taste of what’s to come, creating a sense of anticipation. It's your chance to pique curiosity and promise value, whether through a surprising statement, a compelling question, or an intriguing visual. There are two distinct versions:

Transition Hook or 'Crazy Hook'

A good option here is to find funny videos that have garnered a lot of views. By doing this, you ensure that the video is engaging and attractive to your audience. However, it's crucial not to make the hook video too long, as this can lead to losing the viewer's attention, which defeats the purpose of the hook.

The transition hook can be highly effective in grabbing the user's attention, but it comes with two significant drawbacks. Firstly, it's a commonly used technique in reels, which can make it feel repetitive and tiresome to viewers. Secondly, the transition to the main topic of your video must be seamless and compelling. If not executed well, you risk losing your viewer's attention and creating a counterproductive effect since you will have wasted those crucial first seconds on a video that doesn't relate to the rest of your message.


Triple Hook

The Triple Hook strategy involves three key aspects to captivate your audience right from the start. It consists of:

  1. Text: This is your message. Remember, this moment should serve as a compelling invitation, clearly telling the viewers what they can expect from the video. Your text should be concise, engaging, and directly related to the content that follows. Here you can find some typical engaging hook phrases although I suggest you use your own caching phrases. As more original you can be, the more changes to grab your audience's attention.

  2. Visuals: This could be a product showcase, a dynamic transition, or any eye-catching element. The visual aspect should immediately grab attention and complement the message you're conveying. Take a look at the following examples:

    • Reel 1: Coca-Cola, a very popular, is the visual effect in this case.

    • Reel 2: Performing an action while talking is a widely used visual effect. It is often known as retention by action.

    • Reel 3: The zoom out as well as many other camera effects works a visual hook.

  3. Sound: This includes both the background music and sound effects. The right audio can significantly enhance the viewing experience, making your content more memorable and engaging.

To effectively use the Triple Hook strategy, I recommend employing the 'Rule of 3'. This means that if one element of your hook isn’t as strong, make sure the other two are compelling enough to carry the weight. For example:

  • If your auditory hook (music or sound effects) isn't particularly striking, ensure that your text and visuals are highly engaging.

  • If your visuals aren't as captivating, make sure your sound effects and spoken message are powerful and engaging.

By balancing these three elements, you can create a well-rounded and effective hook that maximizes viewer retention and interest.

Using a Triple Hook approach not only increases the chances of capturing your audience's attention but also keeps them engaged longer. Experiment with different combinations to see what resonates best with your audience and continuously refine your approach based on feedback and performance analytics. This strategy is versatile and can be adapted to various types of content, making it a valuable tool in your social media arsenal.

From my experience, using hooks unrelated to your video content isn't effective and leads to less engagement. I recommend making your hook attractive, but most importantly, ensure it is an invitation to the viewer by clearly stating what the video is about.

Peak interest

Peak interest refers to short, impactful sentences that come right after the initial text hook in your video to keep viewers engaged and ensure they watch the entire video. These sentences are designed to pique curiosity, emphasize the value of the content, and create a sense of anticipation.

3 Types of Peak Interest:

  • Call Out: This technique involves highlighting the viewer's mistake and how they might be doing something wrong before offering them help or a solution. The idea is to capture attention by pointing out a common error and then providing valuable advice.
    Example: "And here’s where most people like you mess up."

  • Authority Endorsement: Instead of defending your stance with logic, you back it up with your results or the results of others. This method leverages credibility and trust by showing proven success or expertise.
    Example: "This is the technique I learned from [Expert's Name], and it doubled my results."

  • Hype Up: This approach involves building excitement and anticipation, letting the viewer know that you’re about to share valuable information. It emphasizes the importance of staying tuned for the rest of the video.
    Example: "And now, thanks to this tip, you’ll ensure everyone watches your video."

This step is not always necessary and can sometimes be skipped, especially if you have a strong initial hook or a well-script content.

Content

The content is the core of your video, and it holds significant importance. It constitutes the longest part of the video and must be meticulously scripted. Well-crafted content is crucial for keeping viewers engaged almost until the end, which will mark your video as a success. Your goal should be to ensure that your video is watched for at least 80% of its total duration. The longer viewers stay engaged, the better.

However, be cautious not to extend the video length artificially by stretching out minimal content. Long videos without substantial value will lose viewer interest quickly and fail to achieve their purpose. Make sure every second of your video is filled with meaningful and engaging content to keep your audience hooked from start to finish.

  1. Build-up

    Now we arrive at the most crucial part of your video. This is where the success of your video is determined, and unfortunately, it's also where many fail. After the hook, people often rush to deliver their message without any buildup, which contradicts all the principles of effective storytelling. In a winning script, you must incorporate this step that is often overlooked.

    Instead of jumping straight to the solution, take a moment to explain the importance of that solution. Describe the problem in detail, highlight its impact, and build anticipation. By doing this, you create a sense of urgency and importance around the solution you’re about to present. This technique significantly boosts viewer retention, as it keeps the audience engaged and invested in learning the outcome. A well-executed build-up ensures that your viewers stay with you, eagerly awaiting the resolution to the issue you've so compellingly set up.

  2. Value Proposition

    Now it's time to deliver all the valuable content—the most important message where you provide the answer to the hook. Never underestimate the value you're offering in your videos, and don't believe the myth that "value-added content" doesn't exist on social media. Remember, people use social media to be entertained, inspired, and educated. If you can provide value in one or more of these areas, you will significantly increase your chances of going viral.

    When sharing your value proposition, ensure it's impactful and directly addresses the problem or curiosity raised in the hook. This is your moment to shine and establish credibility with your audience. Be clear, concise, and engaging. Whether you're offering a solution, sharing insights, or providing inspiration, make sure it's something that genuinely benefits your viewers. By consistently delivering valuable content, you'll build trust and loyalty, encouraging viewers to return for more and share your content with others. This approach not only enhances viewer retention but also fosters a strong, engaged community around your content.


Call to Action (CTA)

We finish by requesting an action from the viewer. It's crucial to ensure that your CTA is valuable to your audience so they feel motivated to spend their time on it. Remember, the two CTAs that the algorithm values the most are saves and shares. Being this last one the most important one.

Crafting an effective CTA involves more than just asking viewers to "Save", "Share" or "Follow me". You need to encourage actions that genuinely benefit them and enhance their experience. For instance

  • Instead of the usual "Follow me," you can say, "Don't miss out on my next video where I'll be sharing more tips on this topic." This approach avoids begging for follows and clearly articulates the benefit to the viewer.

  • Instead of "Share this with your friends," try saying, "We all know someone who does this, right?" This phrasing feels more personal and relatable, encouraging viewers to think of specific people who would appreciate the content.

  • Rather than asking for a comment with "Leave a comment," say, "Let me know what you'd like to see in my next video" or "Got any questions or suggestions?". This invites interaction and makes viewers feel like their opinions are valued and considered in your content creation process.

  • If you want people to save your video, you might say, "Start using these steps in your strategy as soon as possible" or "Keep these tips handy when making your next sushi". This not only encourages to save but also highlights the practical value of doing so.

These are just some effective ways to adjust how you request a call to action. When you align the call to action with value-added propositions, you create a stronger incentive for them to engage. This approach not only encourages immediate action but also fosters a sense of reciprocity where your audience feels they are gaining something valuable in return for their interaction. By focusing on providing genuine value through your call to action, you can enhance user engagement and build a more loyal and responsive audience over time.


Conclusion

The winning idea is key. You can go viral if you have a great idea but a poor script, choose the wrong format, or record poorly. However, it's impossible to go viral if your idea is bad, no matter how great your script, video editing, or everything else is. This underscores that the value proposition is the most important aspect. Without a compelling idea that resonates with your audience, the other elements won't matter as much.

You don't need to follow every step of this structure, but focusing on your video content is crucial. A strong build-up and valuable content can effectively hack the algorithm and engage your audience.

People look to Instagram and TikTok for education, entertainment, or inspiration. If your video adds value in any of these three areas, you'll stand out from the crowd.


Course Program


General

Instagram & TikTok

  1. SEO in Social Media (coming soon)

  2. Key Metrics and How to Analyze Them (coming soon)

Did this answer your question?