The first seconds: openings that stop the scroll on Reels and TikTok
In short video, the first seconds decide whether someone stays. The types of opening that stop the scroll and how we shoot them on set.
The fate of a Reel or a TikTok is usually decided in the first second or two. Before the thumb moves, the viewer has to see, hear or read something. In this post we share the openings we use in our own shoots and how we plan them on set.
1. Open with a question
"Can someone walk again after a stroke?" A question like that stops anyone who cares about the topic. We put the question on screen and have the speaker say it too. In videos we shoot for a doctor's Instagram account, this opening works very well. More in our post on Reels for doctors.
2. Open with the result
Show at the start what the viewer will see at the end: a laid table, a finished product, a full room. Then go back to the story with "how did we get here?"
3. Open with movement
Something coming towards the camera, a door swinging open, something falling. The eye reacts to motion. We add openings like this to the shot list separately and try a few alternatives before the main scene.
4. Open with a close-up
An extreme close-up of a texture, a material or a hand. An image you cannot quite place makes people curious. We use this a lot in workshop and product videos.
5. Open with sound
Porcelain breaking, a bottle opening, a slate. It does nothing for people watching with the sound off, but for those with sound on it is a strong hook. So we always pair a sound opening with a visual one.
How we work on set
We shoot at least two openings for every video. In the edit we cut both and, if needed, test them in paid media. If the opening makes a promise, the rest of the video has to keep it. An opening that raises curiosity and gives nothing back teaches viewers not to stop next time.
Text, sound or image?
All three. Some viewers watch with the sound off, some never read the text on screen. The strongest openings are the ones where image, sound and text say the same thing.
The same goes for ads
The first seconds matter as much in ads as in organic content. We explained how the opening affects targeting on Meta in this post.
If you want to work with us on your account's content, have a look at our social media management page.
Let us talk about this for your project.
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