The Art of the 30-Second Video: How to Hook Your Audience Fast

Robert Jarzen, Creative Director; Audacy

With over 35 years of experience in acting, writing, directing, and producing, Robert Jarzen is a Creative Director who crafts nationally award-winning commercials and videos for Audacy stations in Milwaukee, Madison, Chicago, and Minneapolis. His accolades include 11 ADDYs, 91 Wisconsin Broadcasters Awards, and a recent TV documentary aired on Milwaukee television. An avid photographer, his work spans the globe and is currently exhibited in Madison.

Climbing Mt. Everest or Making a Viral Video

Climb Mt. Everest. Sure, easier said than done. That’s sort of like social media today. Everyone says, “Make a viral video and boom!” Sure, easier said than done.

Short-form video is the king of social media today. Most creators agree that 30 seconds is the golden window. Nail it, and you can captivate, inform, and drive action—all before a viewer scrolls away. But how do you craft a compelling, concise video that resonates in a world where most people have an attention span of less than five seconds when it comes to scrolling. Maybe climbing Mt. Everest would be easier.

Let’s break down what needs to be done in that 30 seconds.

1. The Hook (0-5 seconds)

You have five seconds—sometimes less—to grab attention. The three best ways to do this are:

● Curiosity: Seems simple. Ok, I’ll come back to this one.

● Humor: Make them laugh—everyone loves humor, and it’s universal.

● Shock: Do something unexpected or slightly offbeat to create surprise.

Start with an intriguing question or a surprising fact like, “Did you know that 66% of…” Pair it with visuals, movement, and quick cuts. Bold imagery catches the eye but keeps it moving.

Let’s not forget the curiosity aspect we alluded to in number one. I’m getting to that—it will define this entire article. Your hook will depend on this one thing. Are you curious as to what that is? (Sure, so am I!)

Remember, quick cuts and bold imagery draw the eye in. With those bold visuals, address a problem or promise a solution. People love immediate value. That’s why in one of my trailers

for my online course “Hollywood in Your Hand” I say, “Here’s how to shoot Hollywood-level videos... on your phone!”

And that’s only the first five seconds.

“Curiosity hooks the viewer, humor keeps them there, and quick cuts prevent them from scrolling away”

2. Deliver Value in the Next 15 Seconds

Now that you’ve got them, keep them. This is your core message:

● Be direct and concise. Every second counts. Avoid fluff.

● Focus on one key takeaway. Whether it’s a tip, a product benefit, or a call to action, keep it laser-focused.

● Show, don’t just tell. Use visuals, text overlays, and graphics to reinforce your message.

Example: “Three ways to stabilize your shots: 1) Hold your phone with two hands, 2) Use a gimbal, 3) Lean against a wall.”

Whew! Ok, let me check… Yes, we are only at the 20-second mark in your video. For the last 10 seconds, let’s figure out how to fit in the—

3. Call to Action

Wrap up by telling your audience what to do next:

● Keep it simple and actionable. “Follow for more tips,” “Visit our site,” or “Try this hack today.”

● Create urgency. Use phrases like “Don’t miss out,” “Limited-time offer,” or “Get started now.”

● Reinforce the benefit. Remind them why they should care.

Example: “Start creating videos that stand out. Click the link to learn more.”

There you have it. Thirty seconds of viral video. Really? No. That’s not a guarantee of going viral, but it is the foundation for what you need. And I still haven’t answered the first question… “Curiosity!”

What is curious to one may be knowledge to another or “who cares?” to yet another. Focus on your target audience. Don’t try to be everything to everyone.

But remember these four quick tips for 30-second success:

1. Script it tight. Write a draft and trim any word that doesn’t serve the purpose.

2. Edit dynamically. Quick cuts, motion, and text overlays keep things moving.

3. Optimize for sound-off. Many watch without audio, so captions are key.

4. Think vertical. Design for mobile-first platforms like TikTok, Instagram Reels, and YouTube Shorts.

Number 4 is the hardest for me, I will admit that. I want everything to be 1920x1080, or what we know as a 16:9 ratio for television, regular YouTube, and most films on Netflix. But if you shoot this way, just know that when you try to fit it into one of the vertical formats, you will have a smaller video with black bars on the top and bottom, or parts of your video will be cut off.

If this all sounds like a lot to know and you’re staring at this article saying, “Hey, Jarzen, I just wanted to make a fun video for my business!”—don’t fret. I do have a solution. Cut right to the chase and join me in my online course, aptly called “Hollywood in Your Hand.” I don’t waste time with fluffy visuals of me on a beach or long-winded explanations. It’s just me imparting what I’ve learned over 35-plus years in the entertainment business and giving you tips, tricks, and suggestions on how to make, improve, and film your own videos for your business or project.

Creating the perfect 30-second video is like climbing Mt. Everest—challenging, rewarding, and frostbite-free. Will it go viral? Maybe. Maybe not. But if you’ve made it this far, you’re already more committed than half the internet.

Remember: Curiosity hooks the viewer, humor keeps them there, and quick cuts prevent them from scrolling away—so go make that video before they remember there’s a cat meme calling their name!

After all, curiosity killed the cat… but it might just save your video.