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Build Your Tribe | Grow Your Business with Social Media
The Attention Formula: How To Make Addictive Reels (Step by Step) - 888
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According to Adam Mozzeri, the head of Instagram, there are two different forms of engagement that determine how many views your post gets, and the first one varies depending on where your audience is going to be coming from. If your post gets a lot of likes, then the Instagram algorithm will push your post out to more existing followers. If your post gets a lot of shares, then the Instagram algorithm will push it out to more non followers. That is the overall best form of engagement. You either a like or a share depending on which kind of person you're trying to reach. But the second most important form of engagement, whether you're trying to reach followers or non followers, is viewer retention. Basically, how long are people watching your videos? Sure, a lot of people might stop their scroll for just a second because you had a strong hook, but are they actually watching to the end? If you can increase the retention on your reels, I guarantee you'll get more views. And so, in today's episode, I'm going to share with you the exact formula that I use to increase the retention on my videos. And if this is the sort of thing that you want more of, you want more tips, tips, strategies and ideas for growing your small business on social media, hit that subscribe button. Because every single week here on this podcast, that's exactly what I put out. But before we even get into the formula for today's episode, I have good news for you. And that is that increasing retention has nothing to do with camera quality. It has nothing to do with hashtags. It has nothing to do with finding the latest trending audio. I would even argue that it has very little to do with the topic of the video itself. Instead, increasing your video's retention is all about one thing, and. And that's curiosity. If you can create more curiosity, not just in your hooks, but throughout your entire video, that is how you'll get people to stick around. And ultimately, creating this high curiosity content that keeps people watching and it increases retention, and it's borderline addictive uses the following formula that I'm going to call the three S's. The first S is structure. The second S is psychology, which I know starts with a P, but it sounds like an S, so just go with it. And the third S is swaps S. And all this matters because while yes, ultimately a like and a share is the top dog in terms of engagement, people are really stingy with their engagement. Nowadays, people are liking videos so much less than ever before. It used to be that if you saw a small business that you supported or you saw one of your friends or family members pop up on your social media feed, you would just like it. There was even a such thing called a courtesy like, which is where you would give someone a like even if you didn't necessarily enjoy their content, but just because you supported the person. But now, because we're sifting through so much crap, so much slop, so many ads, so much AI generated content, that we're a lot less likely to just instantly like whatever we see. Also because platforms like Instagram are showing other people what posts you like, which, in case you didn't know that was a thing. Yes, that's a thing. Instagram will put your little face down in the bottom left corner or it will say liked by in your name if someone who follows you see, sees a post that you have already liked. And so likes are a lot more public. Also, we're just getting overwhelmed with more and more and more and more content every single day. And so our likes feel like they matter a lot less and we are thus holding onto them a lot more tightly. And so if people are getting less likes, if they're getting less shares, if they're getting less interactive engagement, it is the passive engagement of consumption. Or to say it another way, it's people just watching your dang video that is really making a difference in the Instagram algorithm. And so while implementing the three S's can definitely help you get more likes, comments, saves and shares, even if you get zero extra engagement, your videos will get more views because of their increased retention. So let's get into it. The first layer or the first S in this formula is structure. You might have assumed that one of the three S's would be storytelling. And I think that storytelling is a powerful way to increase retention. Ultimately, humans are 22 times more likely to remember a story than than a fact. And it is stories that allow people to connect with us on a deeper level and relate to us and trust us more. It is storytelling that will make your content stick in people's minds. However, traditional storytelling is just not something that we have time for. In short form content, you can tell a story on a podcast or a YouTube video, or even an Instagram live, but you just don't have time to tell a traditional story on your Instagram reels. And I think that's great news because as someone who has studied storytelling for almost the last decade, there can be a lot that goes into a great story. Think of like the traditional storytelling arc and the conflict and the resolution and the hero's journey and all of that. And I think we can oftentimes overcomplicate or overthink our storytelling. And of course, we all overthink and over complicate our reels when you don't have to incorporate all of those elements into your short form reels on Instagram. Instead, we're not even necessarily going to be telling short stories. We're just going to be opening the door to create curiosity and then closing the door, opening and closing over and over again. And it is these short Loops, if you will, that keep people watching your video. Basically, if you want to increase your video's retention, you need a clear setup so that people know where we're going, or at least they think they know where we're going. And then you need a better than expected payoff. If the payoff is boring, or too expected or confusing, or even just neutral, people will scroll away and they will lose interest. If the payoff is unexpected but it makes sense, then they stay. But even better, if the payoff is unexpected and it creates a little bit more curious curiosity, it leaves them saying, wait, what? Then they're even more likely to stay. Here's the five step process that you can use to building out what we just talked about. Number one, select a topic that you want to create your reel about. And this should not be a vague or general topic like fitness. This should instead be something specific. For our example, let's do learning to snowboard. Then step two, I want you to brain dump every possible point that you could teach about said topic. So if I'm brain dumping a bunch of points about learning to snowboard, I would say get a coach. Falling is a good thing. You should always wear a helmet. Don't have your friend teach you. I would say start with rental gear. The mountain where you learn to snowboard doesn't really make much of a difference. I would say that you should learn to skate on your snowboard before you learn to ride your snowboard. I would say you shouldn't wear those dumb butt pads to look like a turtle. And I could probably think of more, but I'll stop for now. Then step three I want you to circle the three most non obvious points. So if I'm going through that list I just made, I would say the three most non obvious points are the number. Number one, falling is good. Number two, you shouldn't have a friend teach you. And number three, don't wear the dumb butt pads because it seems like everyone who's learning to snowboard nowadays is wearing those dumb pads. Then once you have those three selected, step four is to reverse engineer the setup that is necessary for those points to make sense. Since these were the three most non obvious takeaways, maybe this setup is going to be what most people think, which is probably the opposite. And I want to be clear, we're not even really scripting the reel yet. We're just kind of coming up with the outline. So for the point that falling is good, the setup might be that most people are scared to fall or that throughout our whole Lives. We've been taught that falling is failing. For the point that you shouldn't have your friends teach you. The setup could be that most people are trying to save money, or most people just have their friends teach them, or most people think that, hey, if my friend's been snowboarding for a while, they could probably teach me to do it. And then for the point about those dumb butt pads, the setup might be that they look cute or that you're seeing everyone wearing them, or that they might make you feel protected. But in actuality, they are creating this, like, false sense of security. They're creating bad habits, and they're limiting your mobility. Then step five, the final step is to stack these three things in order of either ascending complexity, so each one is getting more and more complex, or ascending surprisingness, or order them in terms of ascending importance so they're getting more important with each one. And this can be done whether you're teaching a lesson, giving tips, sharing ideas, telling a story, or whatever it may be. You're just constantly creating these little loops where you're opening the door and closing the door. So if I were to put all this together into one succinct video, it would sound something like this. Don't try snowboarding until you watch this video, because here's what you need to know. Number one, I don't care what you wear. Just don't wear those dumb butt pads. They make you feel protected, but they look dumb, they limit your mobility, and they create bad habits. Number two, your friends are not coaches. Do not have your friends try to teach you to snowboard unless you want to ruin that friendship and have a horrible day. And number three, falling is a good thing. Falling is not failing. It's how you learn. And so the more you fall, the faster you will get better at snowboarding. Now, there were some elements of that script that definitely come from the other two S's, So let's get into the next one. The second layer in increasing retention and making your reels borderline addictive is psychology. And yes, like I said earlier, I know psychology starts with a P, but it sounds like an S, so let's just go with it. I think one of the biggest mistakes that everyone who's trying to grow on social media makes is they focus on the wrong A. The A that they do focus on is the algorithm, and the A that they should focus on is the audience. The audience is always so much more important than the algorithm. Yes, algorithms change every day. And yes, it is true that the algorithm is what decides who sees your posts or how many people see your posts. But what so many people miss is that it is the audience that dictates the algorithm. If it was the other way around, if it was the algorithm making all of the decisions, then we would not enjoy being on any of these platforms. We would not be addicted as a society to our phone. And if these algorithms were trying to control the narrative and show us things that they want us to see instead, yes, they can kind of tweak and massage things. I'm not saying that's not going on, but more often than not, the posts that we're seeing are more or less the posts that we want to see, the posts that we will find engaging, the posts that we will find interactive, the posts that we want to see. And so shifting gears from consumer hat into creator hat, as you are creating content creating. Forget about the damn algorithms and focus on your audience. It is ultimately their psychology, it's what's going on in their mind that is going to cause them to stick around on your video, stop their scroll in the first place, and then engage with your video. And when I'm thinking about the psychology of my audience, there's four key elements that I try to keep in mind. The first one is the hook. Now, the hook is something that you have heard a million tips and ideas about. I did an entire episode just a few weeks ago about coming up with better hooks. So I definitely recommend checking that out, if you haven't already. I would also argue that the hook is the most important part of your video, because if they don't start watching it, they will never keep watching it. But something that I mentioned in that video, and something that I think is overlooked in general when we talk about hooks, is that the visual matters more than the words. And when I say words, that's either words that are being said or text written on the screen. The visual always matters so much more because, yes, a picture is worth a thousand words, but also our brains are going to be able to analyze and scan and comprehend and understand and be engaged or be bored by a video because of the first few frames of the visual before we can actually process what is being said. In fact, the human brain processes images 60,000 times faster than it processes words. According to some studies, the brain can recognize and interpret images in as little as 13 milliseconds. And so when your real starts with a boring visual or a visual that doesn't relate to what you're actually going to be talking about, well, then people are going to interpret that and scroll away before you can even finish saying half of your eloquently written hook. And so when you're planning the visual of those first few seconds, or even just those first few frames in your video, number one, I want you to ask yourself, is this visual related to what I'm talking about? If you're making a video about opening Pokemon card packs, there needs to be a Pokemon card pack in the first few frames. If you're making a video about learning to snowboard, there needs to be someone learning to snowboard within those first few seconds. If you're making a recipe video, we need to be able to see the finished product, what we're going to be making in those first few frames. Not you smiling, looking at the camera. Although I will say having a human face is better than not. So if you can include your face, if you can be smiling at the camera, awesome. But if that's the only thing, then there's no way that it's really related to what the rest of the reel is about. The second thing to consider is color. Color grabs attention. There's a reason why stop signs are red. There's a reason why caution tape is yellow. So I want you to pay attention to what colors are you wearing? What color is the text that you're using, using on screen? What color are your props? What color is the background? And be conscious about curating different colors to elicit different subconscious and emotional responses. And then the third thing I want you to consider visually, with your hooks is the rule of three. The rule of three is something that is commonly known and talked about when it comes to thumbnails on YouTube videos, and that is that in each YouTube thumbnail, there should be no more than three elements. If you look at the thumbnail of this video, there were no more than three elements. More than three elements, and people get distracted. They don't know where to look, and they oftentimes will look where you don't want them to look. Or they'll just become overwhelmed, confused, and it'll be too complicated. So maybe that means clearing off your desk or making your foreground a little bit brighter. So that's where people's focus stays. And then making your background a little bit darker, maybe it means using cinematic mode or portrait mode on your phone. So the background is blurry and there aren't all of those visible objects. A mistake that I see people making all the time is that they have a background visual. That's one element. They have their face on the camera, then they have a block of text above their head that says some sort of hook and that hook is different than the words that they're saying. And they also have closed captions below their mouth with what they're saying. And then sometimes they'll even add in like a prop or an emoji or a gif or a sticker or something like that in the first few seconds. And so that's five, six, seven things on the screen at once. And instead, what I want you to remember is that less is more when we're talking about the visual of your hooks. Now, I know I have a lot of social media managers who listen to this show every single week. And so I'm so excited to tell you about our latest sponsor, Rella. Rela is an all in one social media management tool which is going to make working with your clients so much easier. Everything from planning, getting approvals and posting your content all in one place is so much more than just a scheduling tool. It is truly an all in one management suite for your social media management business. Business Rella even now has an AI tool embedded called Ella which knows your content better than you do, allowing you to plan entire content calendars and create on brand content. So much easier. 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Go to S-H-O-P-I-F y.com tribe Again, that's shopify.com tribe the second key to your audience's psychology that I want you to keep in mind is what I like to call the curiosity gap. And learning how to craft the perfect curiosity gap is something that definitely takes time and it takes empathy. It takes knowing where your audience is at, what they're struggling with, what they know and what they don't know. Essentially, I want you to think of a gap that exists between, like, two cliffs. Like, think about one of those movie scenes where, like, there's an earthquake and the world is splitting apart and, like, the two main characters are on opposite sides, right? That gap between them, we're going to label that as the curiosity gap. And your goal is to motivate your audience to want to jump across that gap. If there's too much ambiguity or it's too vague, then the curiosity gap becomes too large. And people aren't going to be motivated to make that jump because they know that even if they're an Olympic broad jumper, they can't jump across that gap. And this is usually the result of using too vague or too vanilla or too generic of language in your hooks. To go all the way back to the snowboarding example earlier, I said, don't try snowboarding until you watch this video. If instead my hook was just don't do this or don't make these mistakes, the curiosity gap would be too far and people wouldn't keep watching because what are we talking about? What am I telling you not to do? What mistakes are we talking about? Cake baking or snowboarding? On the other end of the spectrum, you can use too specific of language or you can give away too much in your hook, thus making the curiosity gap so small that I'm not really motivated to make the jump because I can see what's on the other side. I already know what the outcome is. I don't need to make the jump. The other cause of a curiosity gap that is too small is using insider lingo or using too big of vocabulary, or using terms and words that your audience just doesn't know. This is what some people will call the curse of knowledge. And it's basically that you are an expert. You are obsessed with the thing that you're posting about on Instagram. And so when it comes time to talking to non experts, your average follower who is five or 10 or 40 steps behind you, you forget where they're at or you forget what they don't know. You can't remember what it was like when you were first getting started. And so you use These big terms, you use fancy textbook style vocabulary, and it confuses and overwhelms your audience. Instead, we have to find that sweet spot. We gotta find that Goldilocks zone where the curiosity gap is not so small that people are unmotivated or they're confused, and it's also not so broad that they're like, what are we even talking about? The third psychological key that I want you to pay attention to is anticipation. Creating anticipation in your content gets people excited. It raises their dopamine levels. And there's some ways that you can strategically do that, and all of these are relatively easy, and yet things that people rarely, if ever, do. One is varying your video's format or structure or style. I think oftentimes we can kind of fall into the same exact formula every single time of this is how I do my talking head reels. This is how I do my B roll reels. This is just the style that I do. And while I think that's great for consistency and I think that that's great for predictability for yourself and, like, just ease of workflow, I think that that can get boring for your audience. Similarly, sentence length. Oftentimes we stick with sentences that are the same length. Every single sentence is five words long, or every single sentence is eight words long. Instead, I want you to play around with it because there can be a real music in incorporating shorter sentences, sentences that have a punch, sentences that really drive a message home, and then sentences that might be a little bit longer, a little bit wordier, and they might kind of soothe the audience. And then the final way that you can generate anticipation is when you're coming up with the topic or the thing that you're going to talk about in your reels. Think about the unexpected outcome or the plot twist, similar to what we were talking about earlier with the whole opening and closing doors thing. If you can have unexpected payoffs that will create anticipation, not just in this video, but in every video that you create. And people will keep sticking around in your videos. It will become a habit for them to stick around because you never know how it's going to end. Speaking of that ending, that's the final psychological key, the payoff. There has to be something in it for them. There has to be some sort of reward. I remember a few years ago when we were working with a dog trainer for one of our dogs who has anxiety, and he was like, you work for pay, right? You work to make money to put food on the table. You work to provide for yourself and your family. Right. Well, dogs do the same. Dogs are going to sit or lay down or heel or listen because there's some sort of payoff. And so this is where with each post you create, I want you to really ask yourself, is this worth sharing? Is this going to be an aha moment? Is this going to be a light bulb? Is this truly going to be helpful for people? Or is this just going to be more noise added to the void? Is this going to be so basic and so cookie cutter that everyone already knows it? Or is there an unexpected twist? Is there some hot take that I have, or some unpopular opinion, or just some other new fresh idea that isn't just the same thing that everyone else has been hearing for the last 10, 15, 40, 300 years? Essentially, your hook is making a promise in the minds of the viewers. And by the end of the content, that promise needs to be paid off. And when you do consistently pay off that promise and provide that value, it creates kind of like a Pavlovian response in your audience. They learn to trust you and they learn to seek out your videos, search your videos, and watch till the end. Even if every single video you create doesn't follow the exact 3s formula that we've been talking about today, Basically, as soon as your reel pops up in someone's feed, they think to themselves, oh, this is going to be good. Oh, this is going to be funny. Oh, this is going to be educational. And when they have that thought, they're more likely to stick around. The third and final s in the 3s formula is swaps. I'm a firm believer that if you could just swap out a few words here or there, change a couple minor things, maybe reshoot a couple little clips and swap them out, you would get significantly more engagement and retention. I don't think there's necessarily something wrong with you or your topic or your audience. I think there's just a few minor things that you might be missing out on. And so before we even get into these seven different kinds of swaps, I want you to remember that anything that you've already posted in the past can be modified, tweaked, refilmed, reshot, or even just re uploaded with a few minor swaps and it can perform better the second time. And of course that allows you to do less work and have more and better output. The first swap that I want you to make is that I want you to name your frameworks. For example, I am teaching you three different ways that you can increase your audience's retention. But because I called it the three S's. That's more memorable. That's going to stick with you a little bit longer. Just like I call my framework for getting your most viewed story ever, the STD formula. Which by the way, if you do want to get your most viewed Instagram story ever, put it in the description to watch the video about the STD formula. Is it funny that it's called std? Yes. Is it also more memorable because it's called std? Yes. I even came up with a name for this point. It's called the Mystify the Mundane Swap. Basically, you're taking your three tips or your formula or your strategy and you're giving it some sort of a catchy name, a mnemonic device that makes it stick in people's minds more. The second thing that you should swap out is weak language. People are more likely to stick around, watch and engage with videos where the speaker is confident, even bold or charismatic. If you're wishy washy and you're using weak language or you're justifying what you're saying, or you're coming across insecure in your content, people are not going to stick around. Here are some examples. Instead of saying, I think you could say, I've found here's what works or here's what happens when instead of saying, maybe you could say, try this, do this instead. Or start here. Instead of saying this might say this will this fixes. Or this is how you, instead of saying just remove the word just completely. And the same goes for the words, kind of, sort of a little, maybe hopefully delete them. The third swap to make is to use their words instead of your words. Oftentimes again, because of the curse of knowledge, we use specific words that we think are going to resonate with people when instead we should be using their words. I'll give you an example of a mistake I made with regards to this topic. For years I offered a free digital download that was your Maximum engagement checklist. And I was like, oh, this is going to be awesome. It's going to be a ten step guide to making sure people maximize their engagement on their Instagram reels. But after doing a little bit more market research, after polling people and just listening to the words they were saying, no one was ever using the word engagement. Everyone was talking about views and they're basically interchangeable because the more engagement you get, the more views you will get. If you're getting more views, it's because you got more engagement, you get the picture. And so we swapped out the title from Maximum Engagement Checklist to Maximum Views Checklist, and our downloads went through the roof. It's the exact same checklist. It's walking through the exact same things, but one of them has a different title, a title that uses the words of our ideal audience. By the way, if you want to download that Max Views checklist or the Max Engagement Checklist, same thing, same difference, you can do so in the description down below. The fourth swap that you can make is using negative words instead of their positive counterparts. So instead of do this before you hit the slopes this winter, or try this or three things to keep in mind before you learn to snowboard. You can say, don't make these three mistakes before you go snowboarding, or don't try snowboarding until you watch this video. A negative word like don't stop, avoid, lose, cancel, stay away from is more likely to grab attention and hold attention than its positive counterpart. The fifth swap that you can make to increase retention is adding a hook not just at the beginning, but throughout your video. The same principles and strategies that apply to the first few seconds can apply to any point in your video. So if I'm halfway through a video giving you the essential tips that you need to know before you start snowboarding and I say something like, but here's the thing. Everyone misses. You kind of sit forward in your seat, you lean forward and you keep paying attention. If I say, and this is where things get interesting, or this is where everyone messes up, it rehooks you in and re grabs your attention. The sixth swap that you can make in your videos is adding more contrast. Do you want to know what the most powerful word in retention is? The most powerful word in storytelling? It's the word but. Using the word but introduces conflict, and conflict holds attention. Here's a practice that I want you to try the next time you write a script for one of your reels. See if you could add the word therefore or but to the beginning of every sentence. I'm not saying that you actually need to say the word therefore or but at the beginning of each sentence, but as a practice, I want you to see if you could theoretically add the word therefore or but to every sentence. And if you can, it's likely going to be a very engaging script. If your script is therefore, therefore, therefore, therefore, then it's not going to be very engaging. Or if the words therefore or but don't fit in the beginning of sentences, then it's likely going to be run on sentences or unnecessary exposition, or it's just going to be boring. And then the seventh and final swap that you can make to improve your retention is what's called a hook swap. A hook swap is a video strategy where you take an existing viral clip or an existing viral video and you swap from their hook seamlessly into your own content. This is a topic that I've talked about a few times here at Build you'd Tribe and it is something that I've used time and time again, especially when I'm making a reel that is selling something because oftentimes salesy reels are the ones that don't perform as well. And so by using the hook swap strategy I increase the retention, the engagement and the views while selling at the same time. Now, if you want an entire library of 40 of these hook swap videos, DM me on Instagram with the word swap S w a p and my Instagram username is Brock11Johnson and I will send you that entire library of 40 of these hook swap videos completely for free and then you can swap them in to the beginning of your videos and help yourself get more views. Engagement and retention. I hope you learned something today. If you did, hit that thumbs up button. And as always, happy networking.