The average person spends two hours and 24 minutes a day scrolling through social media, encountering an endless stream of content from brands, influencers, friends and family.
With so much competition for our attention, it’s no surprise that users decide in just 1.7 seconds whether to stop or keep scrolling. In a busy feed, first impressions aren’t just important – they’re everything.
That’s why video content continues to dominate. Its ability to capture attention quickly, convey a message and deliver value in seconds makes it an effective format for standing out in an oversaturated feed and delivering high ROI.
So how do you make your video thumb-stopping?
Nail the hook
Your hook is the first thing people see and hear – it plays a crucial role in whether someone watches or scrolls. But a strong hook isn’t just about grabbing attention; it’s about holding it long enough to spark curiosity.
Start with bold, eye-catching visuals like fast movement, close-up facial expressions or unexpected shots. Pair this with a clear, punchy, emotionally resonant headline.
The best hooks often highlight a benefit, pose a question or make a provocative statement – ‘You’re doing this wrong…’, ‘3 money-saving hacks in X’ or ‘What no-one tells you about…’ are effective because they create intrigue and promise value.
Maintaining the momentum
Once you’ve captured attention, the next challenge is keeping it.
Every second counts, so make sure each moment delivers something valuable – useful insight, unexpected entertainment or a surprising twist. Keep viewers engaged with dynamic pacing and elements that re-spark interest throughout, such as Easter-egg moments, clever transitions or insightful reveals.
Sound enhances video, too – especially on TikTok, where 88% of users say audio is essential to the experience.
But with many users watching on mute, your content must be just as powerful in silence. Use bold text overlays, expressive visuals and captions to make sure your message lands for sound-on and sound-off audiences.
The power of structure
Your video also needs a clear structure, even if it’s just 10 seconds long. One effective technique is looping – where the end ties seamlessly into the beginning.
For example, showing the finished dish at the start of a recipe video not only grabs attention but creates a natural loop when the final frame mirrors the opening one. This full-circle format keeps viewers engaged for longer, increasing watch time and driving higher retention.
If you’re unsure what works, start with your own feed. What makes you stop scrolling? Chances are the same tactics that catch your attention can work for your audience too.