Read Time: 1 min 56 secs
Hey – moussari here,
and I just wanted to say - I was wrong.
Like so wrong.
A couple weeks ago I posted a video saying the best way to increase watch time was by ‘delaying the payoff’ - holding back the value until later in the video,
so the viewer would keep watching.
Turns out, that doesn’t work.
Here’s that video
So last week I basically went into hibernation, spent what felt like 748,293 hours studying the most viral videos in this space, and I discovered some crazy patterns:
EVERY SINGLE VIDEO HAD THE SAME 2 THINGS IN COMMON
1. They deliver value immediately (within the first 10 seconds):
Within the first few seconds, the viewer knows EXACTLY what they’ll get if they keep watching.
2. That value is always actionable.
It’s never a vague theory. The value is ALWAYS something you could apply right away and get a result.
EXAMPLES
7.3M views | 197K likes | 13K comments | 3% engagement rate
Immediate, easily implementable value delivered straight after the hook.
You can literally make the changes to your bio, and use her niche studying framework straight after the video.
674K views | 29k likes | 388 comments | 4% engagement rate
Devin introduces a brand-new feature (‘Trial Reels’) immediately.
He walks you through, step-by-step on how to use his ‘Multi-variate hook’ strategy
Why does this work?
Because Instagram is not YouTube.
On Youtube, people see your thumbnail + title, then CHOOSE to watch because they believe your video will solve their problem. Since they've opted in, they're willing to wait for the payoff - even through a buildup.
On Instagram, people don't choose your video - they just land on it via their feed. They're constantly deciding "Should I keep watching this?"
This means Instagram viewers need an IMMEDIATE value signal to justify staying. If you withhold the value for too long, people think: "This person isn't giving me a reason to stay" → scroll away.
Try this format for your next video and let me know how it works!
Hook → Grab Attention
Immediate Value Signal → A tangible, actionable piece of info dropped right away that proves the video is worth watching.
Why → explain why this works
How → show them how to do it themselves
CTA
- moussari
