Read time: 4 min

Hey my friend!

Today, you will learn how to structure all three parts of the YouTube video for your small business brand.

If you don’t know me, my name is Merdan. I am the founder of Bereket Digital. It's a digital marketing company for small service businesses. I have created 1211 pieces of content for myself and my clients, and 344 of them are videos. I have generated 900K+ impressions for myself and my clients and 256,835+ views.

I will share with you 5 frameworks that help me and my clients to make YouTube videos that are attention-grabbing, attention-holding, and selling.

These can be applied to any social media platforms that allow videos.

Work From Front to Back

YouTube videos (or any videos) have three parts:

• Introduction

• Body

• Conclusion

The most important part of the video out of these three is the intro.

Why?

The algorithm loves it when more people watch the first 15–60 seconds. In that case, the viewers tend to stick around much longer for the entire video. The retention graph shifts up when a higher percentage of people watch the intro.

The second most important metric on YouTube is retention. Retention measures how many people keep watching a video after clicking on it.

YouTube loves it because the longer people watch the video, the more money YouTube makes.

Notice I said “after clicking it.” In my opinion, the number one metric on YouTube is CTR (click-through rate). In other words, it's the number of people who click on your video based on your title and thumbnail. If nobody clicks on your video, the introduction doesn’t even matter.

80% of your effort should go into nailing your title, thumbnail, & introduction.

That’s why work from front to back.

Introduction

I am presenting to you the first framework for the introduction that you can start using immediately. I got this framework from an entrepreneur who is worth 8 figures.

I like this framework because it sums up everything other entrepreneurs and creators taught me.

Promise, Proof, Plan

Use this framework to build the first 15–60 seconds of the video.

For example:

Does it sound familiar?

I used it in my intro!

• Promise lets you address their exact problem

• Proof answers the question, “Why should I listen to you?”

• Plan creates curiosity.

That’s how I grab the attention of the viewers and intrigue them.

Body

The purpose of Body of the video is to unpack your main ideas and bring viewers on a journey so they pay attention. The following frameworks will make your videos more attention-holding.

Stories, Lists, and Steps

Curiosity is one of the strongest feelings that exist. People are not immune to it. When you mention a story or a list or steps in your video, the brain wants to fill in the blanks.

People want to stick around to hear the end of the story & all the items or steps on the list.

I use these to hold the attention of my audience longer.

Rule of 3. Maximum 5.

Another best practice is to use the rule of 3 or 5 (no more). I try to structure my videos so that I have 3 main points and 3 sub-points. This is just an example; you can do only 3 main points.

I would recommend starting with rule of 3 because it’s shorter and easier until you get better.

Something about odd numbers and especially number 3 that we like, so use it.

Conclusion

Conclusion doesn’t only sum up the ideas, but you can also use it to lead the viewers to take further actions.

Sell the Video

At the end of the video, you can sell the next video. Here is the example:

In this example, I am opening a curiosity loop. I tell the viewer about the benefit of the next video. I use the list of 3 common mistakes to spark interest, which will motivate a viewer to click on the next video.

It is hard to resist because our brains crave the resolution. That’s why they say don’t use new information in the conclusion, but we are breaking the rules and the norms here! [*evil laugh*]

Sell the Offer

Or you can sell your service or your lead magnet (the free trial offer). Here is the example:

After providing a free value in the video, it’s a good spot to advertise your services and call your audience to action.

Pro Tip: Try advertising briefly in the middle of the video as well. As long as you’re giving helpful information, people won’t mind.

One of the advantages is that there’re more people watching in the middle. So more people will see your advertisement.

Creating videos is not hard. These few frameworks will make your videos way better. Now it’s just a matter of keep taking action.

This is it for today! I hope it was helpful for you. Happy creating!

Merry Christmas!

As promised, value under 5 minutes.

P.S. If this letter was educating or entertaining to read, could you please share my newsletter with others who you think would like my content? Just share this link: https://creator-chronicles-letter.beehiiv.com/subscribe

P.P.S. Bereket means abundance and blessing in my native language - Turkmen.