If your video includes a striking visual or two within the first few seconds, it will help draw viewers in. Powerful, interesting visuals at the start are essential for channels that people usually experience with the sound off (see here). The principles described for static visuals summarised here apply equally well here.
Attention is gained through visuals that are clear and bold, original, unusual, intriguing, emotionally charged or personally resonant. AUDIO HOOKS For any channels that are experienced un-muted, sounds can be just as effective as visuals. Just as a whistle will make any dog turn and look, certain sounds, including whistles, can be used to command human attention. In 1993, cable TV company HBO started using the 'static Angel’ sound affect at the start of all its programmes. It consists of white noise followed by a pleasing chord. It tells viewers to get ready to watch some highly engaging TV such as The Sopranos, The Wire, Succession, and Sex and the City. HIGHER PITCH The audio backdrop of everyday life (conversation, car engines, the hum of appliances, keyboard typing), tends to be low in pitch. Shorter, sharper sounds grab our attention (doorbells, alarms, sirens, screams). This explains why higher pitch sounds at the start of video ads can be used to draw people in. RISING PITCH A rising pitch creates a sense of excitement and expectation. Our brains interpret this audio pattern with upward movement and progress, which makes us want to find out what will come next. It suggests the possibility of an imminent climax – something most of us would rather not miss out on. FAMILIAR INTERVALS People are drawn in if they hear a harmonious sound using familiar musical intervals (such as a 'perfect 5th’). Discordant sounds can also grab attention, but they tend to be unsettling and less effective at encouraging people to continue watching an ad. |