The “One More Thing” Rule: A simple tweak to ace the first 3 seconds of your video ads

Effective UGC ads used to be so simple. Whip out your smartphone, turn the camera to selfie style, and read off your script – then run it as an ad and watch the conversions roll in. But over the past couple of years, more and more marketers have caught wind of the incredible effectiveness of UGC ads on social media, and now every smart marketer is running them. This brings up another challenge: When everyone’s ads seem to look the same, how can my business stand out?

What is a marketer to do? Abandon UGC ads?

Certainly not. UGC ads are one of the best ways to advertise online. Experts agree that UGC will only continue to get more and more effective.

What if I told you there’s a simple tweak you can make to the first few seconds of your UGC ads (aka the “hook”) that could drastically increase the scroll-stopping power of your content?

The First 3 Seconds: A Make-or-Break Moment

We live in a time of diminishing attention spans, where users decide whether to keep watching or scroll away within the first few seconds of a video. It’s the make-or-break moment for your content.

Despite how amazing or persuasive the following contents of the video may be, if you don’t ace those first few seconds, no one will stick around long enough to watch it all.

Introducing the “One More Thing” rule – a game-changer paid video ads.

The “One More Thing” Rule: What is it?

Gone are the days when a selfie-style or tripod setup talking head video alone could cut through the noise. To truly stand out, you need an extra spark – or “One More Thing” that makes viewers stop and really pay attention.

The rule is simple: Start with the classic selfie-style or tripod setup that everyone knows, but then add one more interesting visual element.

It could be as simple as holding a prop, sketching on a whiteboard, or showcasing your product in a visually captivating way. The human brain is wired to respond to stimuli. By adding a good visual stimulus to your (hopefully engaging) audio stimulus, you are doubling your chances of catching attention. While the possibilities are endless, we’ve got a handful of data-backed suggestions to help you add “One More Thing” to your talking heads.

Holding Props

Try delivering your message while holding a prop that complements your narrative. Whether it’s a quirky gadget, a book, or a relevant object, the added visual element creates intrigue and keeps your audience curious about what comes next. The “One More Thing” prop becomes a character in your story, adding depth and personality to your content.

Drawing on a Whiteboard

The “one more thing” doesn’t have to be complicated. Drawing doodles on a whiteboard can a visual dimension and help your ideas feel more tangible. It’s a powerful way to break the monotony of talking head videos, transforming your content into an interactive and engaging experience for your audience.

Filming in a Visual Interesting Setting

The setting of your video can be that interesting element if you treat it right. Filming in a visually interesting setting not only enhances the aesthetic appeal but also sets the stage for a more immersive experience. You may have seen videos that look like a podcast or videos that have the speaker on a stage delivering the message to an audience. Maybe even a video that features frequent camera angle changes to keep things interesting. All of these can serve as that captivating visual to grab and keep attention.

Show, Don’t Just Tell

For marketers promoting products, the “One More Thing” can be an innovative showcase of the product that you are selling. We’ve all seen those “satisfying” videos that seem to go viral frequently. Is there a way to make your product do something visually “satisfying?” Instead of a traditional product presentation, think outside the box. Experiment with unconventional ways to display your product, turning it into a visual spectacle that really demands viewers’ attention.

Now go put it into practice

So, how do we implement this? It’s all about the brief! When you are sending video request briefs out to your customers or on-screen talent, include a section for your “One More Thing.” You’ll be surprised how willing people are to unleash their own creativity.

If you already have content filmed without any additional elements that you need to use, add visual video overlays during the editing process.

In a world where attention is the most valuable currency, the “One More Thing” rule is your ticket to standing out in the crowded landscape of social media. Experiment, be bold, and let your creativity shine in those crucial first 3-5 seconds. While it may seem like a small and insignificant tweak, it could be the difference between your business being a struggling brand and a paid media powerhouse. Some of the biggest brands in the world today got there simply by mastering the first few seconds of their video ads.

Check out our FREE video training “Learn to Make UGC Style Ads” – click here to enroll for free

Scroll to Top