What most creators get wrong about holding attention

Let's talk about something most creators get wrong about holding attention.

We talk a lot about hooking viewers in the first 3 seconds.

Don’t get me wrong, this is vital.

But hooking attention isn't enough. 

You need to keep re-grabbing it throughout your video.

Let me break this down 👇

Think about how people watch content. 

They're not sitting there fully focused like they're watching a film. 

They're probably:

• Half watching while doing something else

• Got notifications popping up

• Thumb hovering ready to scroll

• Other content catching their eye

This is why one hook isn't enough. 

You need pattern interrupts throughout your video.

What Are Pattern Interrupts? 

Every time your content follows a predictable pattern, you risk losing attention. 

Pattern interrupts are the moments that make viewers think "wait, what just happened?"

Could be:

• A sudden change in energy

• An unexpected twist in the story

• A quick transition

• A change in camera angle

• A shift in tone

• Something happening in the background

Not random interrupts, strategic ones.

The Science Behind It 

Our brains are wired to tune out consistent patterns.

It's why you don't notice the sound of traffic after a while, or why you can drive home without remembering the journey.

The same thing happens with content. 

If it's too consistent, too predictable, the brain starts to tune out.

But when you break that pattern? 

The brain suddenly pays attention again.

The 7-Second Rule 

I've noticed something in my most viral videos - there's usually something that re-grabs attention every 5-7 seconds.

It doesn't need to be massive. Could be:

• A quick zoom

• A well-timed sound effect

• A change in pace

• A reaction shot

• A transition

• A shift in the story

The key is making these interrupts feel natural. 

They need to serve the content, not distract from it.

Common Mistakes 

Your viewers shouldn't be noticing the interrupts themselves, they should just feel engaged throughout.

So don’t use the same type of interrupt over and over. 

If you're always using the same zoom effect or the same transition, it stops being an interrupt. 

Your brain starts expecting it, and that defeats the whole purpose.

Then there's timing. 

I see creators interrupting at moments that break the flow of their content. 

Like interrupting right when they're about to reveal something important. 

You need to work with the natural rhythm of your story, not against it.

How to Do It Right 

Always start with your story. 

Map out what you're trying to say first. 

Once you've got that sorted, look for natural moments where you can add these interrupts. 

Think about where attention might start to drop and plan your interrupts around those moments.

The key is mixing up the types of interrupts you use. 

Maybe start with an energy shift, then later use a quick transition, then a change in pace. 

Keep your viewers guessing - but in a way that feels natural, not forced.

Testing different timings is crucial. 

What works in one video might not work in another. 

Pay attention to your retention graphs. 

They'll show you exactly where people are dropping off and where your interrupts are working.

Some Examples

I’ve featured this creator before but watching @grantbeans is a masterclass in pattern interrupts. 

His interrupts are definitely ‘out there’ but they’re effective, and showcase what I’m talking about perfectly.

Check out a couple of his most popular shorts:

This stuff is subtle but properly powerful.

Once you get it right, you'll see it in your retention stats straight away.

Hit reply and let me know if you've noticed pattern interrupts working in your content.

Chat soon, 

Jeremy

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