ColdFree to use
The Did You Know hook
The Did You Know hook opens a gap in what the viewer knows, then fills it.
Curiosity is uncomfortable to leave unresolved. A fact the viewer did not know they were missing earns the next few seconds on its own.
Lines to adapt
- Did you know [common habit] actually [surprising consequence]?
- Did you know most [audience] are [doing something wrong] without realising it?
- Did you know you can [unexpected outcome] in [timeframe]?
Fill the brackets with your own product, audience and numbers. Free to use and adapt, no credit needed.
The structure
- 01Ask the question with the surprising fact inside it.
- 02Explain why it matters to this viewer, specifically.
- 03Show the product as the obvious response to the fact.
When to use it
Cold awareness, for products whose value depends on a fact most people have not heard.
How to shoot it
Put the question on screen as text, so it lands with the sound off.
What to avoid
A fact the viewer already knows. "Did you know sleep matters" is a skip.