We’ve all done it - endless scrolling, thumb on autopilot, not really watching anything. Until suddenly, one video grabs you. You pause. You watch. You even engage. That moment? That’s the magic. And it doesn’t happen by accident.
In a world where attention spans are shorter than ever, brands have about 3 seconds to stop the scroll and spark curiosity. Creating video content that actually lands means knowing what makes people pause and what makes them swipe away.
Video isn’t optional. But great video? That’s rare.
Video is everywhere. But most brand content still looks the same:
Overproduced. Over-scripted. Easy to ignore.
The best videos don’t just look good. They feel relevant.
They tell a clear story. They make you feel something. They’re made for the platform they’re on - not just resized from a master file.
Why people stop scrolling (and why they don’t)
Let’s get real. People don’t owe your content their attention. You earn it. Here's what makes someone stop:
- An unexpected hook
- A real human face or voice
- Movement in the first 1–2 seconds
- Text that speaks directly to them
- A sense that there’s a payoff if they keep watching
And the biggest reason people swipe away? Boring intros. If your first few seconds don’t matter, the rest won’t either.
What to focus on when you make scroll-stopping video
1. The hook is everything
Start with tension, surprise or a bold statement. Forget intros. Lead with the moment that makes them care.
Examples that work:
- “You’re pricing your services wrong and here’s why.”
- “Most ads fail in the first 3 seconds. Don’t be one of them.”
- “Watch this: your brand needs to hear it.”
2. Shoot for story, not just style
A slick edit doesn’t mean anything if there’s no journey. Whether it’s a product demo or a client case study, think in terms of:
- Setup
- Problem
- Shift
- Result
People stick around when they know where the story is going.
3. Make it native to the platform
What works on TikTok flops on LinkedIn. Optimise for:
- Aspect ratio
- Captioning (always include it)
- Format (Reels vs. carousels vs. longform)
- Tone (formal on LinkedIn? Maybe. But still human.)
4. Think human, not corporate
Faces convert better than logos. Real voices land harder than voiceovers. Keep it conversational, even when it's strategic.
Optimise for attention, not just views
Vanity metrics won’t tell you what’s actually working. Prioritise:
- Watch time
- Retention curves
- Saves and shares
- Click-throughs or replies
If people stop, watch, and act, you’re on the right track.
Bonus: what to say (when you’re not sure what to film)
Need a bank of ideas? Try these formats:
- “Things we get asked all the time” - FAQ turned content
- “Myth vs. truth” - quick-fire education
- “Before/after” - case studies in motion
- “Behind-the-scenes” - trust and transparency
- “Here’s what we’d do differently next time” - learnings as content
Final thought
Scroll-stopping content isn’t about being louder. It’s about being sharper. More relevant. More human.
When your video content is built with intention - not just aesthetics - you don’t need to beg for attention. You’ll earn it.
Need help making your video content actually land? Let’s storyboard something that sticks.
