An Introduction To Introductions
Structuring video intros for the biggest impact.
Viewers in high-choice media environments are, at least right at the beginning of a video, in an appraisal mode. The decision to watch, despite the click or swipe that led them as far as starting the video, hasn’t really been made yet. Anyone who’s looked at retention graphs in YouTube analytics knows the initial drop that precedes a leveling out as that first group of potential viewers decide to look elsewhere, which at its worst looks like freefall. If people don’t keep watching, the recommendation system sees no point in putting it in front of anyone else and the video falls at the first hurdle. Intros are… important.
I’ve looked around at the advice that’s out there, which all seems to follow a similar pattern - ask a question, build suspense, lots of visual movement, call to action, curiosity gap, etc etc. It’s not awful advice, but I feel like it’s really lacking in substance, soul and impact. I’ve analysed, for my sins, thousands of intros over the years and so put together this list of things an intro would be advised to hit to maximise retention and flatten the incline on that graph. It sounds cynical, as all things that involve maximizing and graphs tend to, but it’s really just about recognising audience behaviour and adjusting your approach accordingly, so the most people possible can pick up whatever it is you’re laying down. Embrace the challenge. For me, this is in order of primacy - the ideal intro would deliver on these sequentially:
Proof Of Promise. “Is it what I thought it would be?” - Prove the video is going to do what it said it would. If it’s entitled “The World’s Fastest Ant” I better see an ant absolutely booking in the first few seconds. Prove that the video delivers. Show don’t tell.
Appeal. “Why is this good?” - Whatever the primary reason to watch this video is, hopefully a striking and nuanced one, the intro should include the best and clearest demonstration of that. If it’s that an interview will be deep and fascinating, show that. Don’t tease it, take the deepest and most fascinating part and show that. If it’s that the stunts are crazy and dangerous, show the craziest and most dangerous moment.
Mechanics. “How is this going to work?” - Clearly lay out how the video’s going to work succinctly and cleanly. Not an official reading of the rules, just direct visual/story cues to explain how the information/value will be delivered.
Value. “What am I going to get from this?” - Videos should start delivering value immediately. The first killer insight or great moment should be right up top. There’s no reason to wait - once the viewer understands why it’s good and how it will work, give them something and actually prove you’ve got the goods.
Scope. “Is this it?” - If you’ve got a drone shot, show it. If the host goes skiing, show that. If a new character is introduced later on, show them. If nearly half the people are gone by the time the cool thing happens, you missed your chance to show them. Show how far the video goes so people can get excited or set expectations.
Quality & Qualifications. “Why should I trust this video?” - The production quality, the trustworthiness of the information and the credentials of the subject should be made explicit. This is important but often placed too early, presented too tritely and phrased too wordily. “I’m Steve Stevenson and I’m a representative of the National Centre For Excellence & Important Things and author of “Excellent: A Journey Through Importance”. Be creative in how it’s communicated, but make sure the viewer feels in safe hands.
Tone. “What’s it going to be like?” There’s no point in putting an exciting intro on a chilled video or a jokey cold-open on a sober interview. Start as you mean to go on and be confident and deliberate in your tonal choice.
Stakes To Be Resolved. “OK, what happens next?” - What’s the tension or intrigue? What are we going to explore or discover? How is the video set up to surprise or delight? I’m not suggesting forced suspense, as many seem to, just a simple narrative nudge of “what happens when…”
The wild creative challenge with all of this is that you want to do it all in 20-30 seconds. That sounds near-impossible, but you can layer it all in together - combining graphics, audio, variation of shots, practical elements, text on screen, script to answer all these questions in a viewer’s mind so they can kick back with confidence in what they’re about to watch. Be militant about it. The more seriously you take it, the more effective it will be. Look how many of the above eight elements this video (directed by Lisa Romagnoli, edited by Scott Pearson) delivers in about 23 seconds. This video has been among the top results for a YouTube search for “cheese” for years.
Sit Up, Lean Back, Lean Forward
The beginning, middle & end of a video should perform different roles. The title, thumbnail, concept & intro should wake you up, pique your interest, make you sit up and take notice. Then once you’re paying attention - the meat of the piece, the cast, the script, the style, the boldness of the execution and value that it delivers should engender trust, make you feel in safe hands and lean back to take it in. Then it should end on a high note, on an active emotion and you know, you lean forward, you like, share, comment, subscribe, then you go to the window, open it, and stick your head out and yell, "I'm as mad as hell, and I'm not going to take this anymore.”
Links
Genre multipliers (ratios of opening weekend to total gross) are a fascinating concept. Would love to see an analysis of more outliers. / Smells Like Box Office
“Research shows the groups who are instructed to engage in active debate and critique actually produce more original ideas than those who follow the no-criticism rule.” In praise of creative conflict. / Science Of Creativity
Smart summary of where all the streamers are at with particular reference to creative quality, which is so often missing from these types of piece, by Roy Price. / Price Point
The notionally free big 4K TV concept is a work of dystopian genius. The separate ticker screen means even your time watching shows can be viewable advertising time. Enjoy being the product. / Telly
I’ve made a few of these playlists where I immersed myself in the music of a single year for a few months and picked out what was great. Here’s 1989.
“Every man is proud of what he does well; and no man is proud of what he does not do well. With the former, his heart is in his work; and he will do twice as much of it with less fatigue. The latter performs a little imperfectly, looks at it in disgust, turns from it, and imagines himself exceedingly tired. The little he has done, comes to nothing, for want of finishing.” ~Abraham Lincoln, Speech before the Wisconsin State Agricultural Society, Milwaukee, September 30, 1859