Short-Form Video Secrets: Master the Hooks That Hook Your Audience with Keenya Kelly

In this week's episode of Rocky Mountain Marketing, we're diving deep into the world of short form video content strategy with none other than Keenya Kelly. From TikTok marketing for business to vertical video marketing tips, we covered it all.

In this episode, you will be able to:

1. Master the art of creating thumb-stopping short-form video content that captivates your audience's attention.

2. Uncover the secrets to leveraging TikTok as a powerful marketing tool for your business, reaching a younger and highly engaged audience.

3. Discover the key techniques for crafting compelling vertical videos that stand out and drive higher engagement on social media platforms.

4. Learn how to craft irresistible video hooks that instantly grab your audience's interest and keep them hooked throughout your content.

5. Explore effective strategies for growing your email list through strategic and engaging social media tactics.

Visit Keenya Kelly's social media pages:

Website: https://www.keenyakelly.com/

LinkedIn: https://www.linkedin.com/in/keenyakelly/

Instagram: https://www.instagram.com/keenyakelly/

Youtube: https://www.youtube.com/c/KeenyaKelly

  Welcome to Rocky Mountain Marketing. I'm your host, Katie Brinkley. Join us as we dive deep with the world's leading digital marketing experts every single Tuesday. It's all about giving you the strategies that are working right now, directly from those who are making an impact. With my 20 years of experience, I'm here to help you navigate the world of digital marketing.

Whether you're looking to sharpen your skills or transform your business, you're in the right place. Let's get started on today's journey to success.

  📍 📍 📍 Welcome back to this week's episode of Rocky Mountain Marketing. Short form video is not going anywhere, whether it's

  📍 Facebook,

  📍 instagram,

  📍 LinkedIn. Yes, folks.

 LinkedIn does have a short form video feed, YouTube, or the OG of it all, TikTok. YouTube, uh, no, I already said YouTube, uh, TikTok short form video is here to stay, but like a lot of people out there, I am a little long winded.

So if you have a hard time trying to get a point across in a short amount of time for short form video, this is the episode for you. I brought in a friend that we've been running around in the same circle, but we actually got to know each other at   📍 social media marketing world, and then we both spoke   📍 at CEX and then I was

 like, well, girl, when are you going to come on my podcast?

She's like, I'm moving. So I have to wait until I'm done moving, and she not only is moving, but she is traveling all over the world. Speaking on stages all about short form video, but she made time to come and sit down and speak with us So today's guest is none other

  📍 than kenya kelly And kenya is the ceo of kenya kelly llc, which is a vertical video Marketing and consulting agency used to be in San Diego.

 She's now in Houston, Texas. But man, I feel like you should just say like digital nomad instead of any sort of location, because you are everywhere. So I think that with having you on our show today, I mean, you've haven't been doing this for a super long time. In three years, you have completely transformed your business through vertical video.

So that short form video. So Kenya, thank you so much for joining us on Rocky Mountain Marketing today.

  📍 Thank you so much. I'm so glad to be here. Rocky Mountain. I love that name. So amazing.

 Well, and like I said, you've been all over the globe speaking, you've been in your car moving. So I really appreciate you taking the time to sit down and talk with us. Short form video.

Man, and I, you and I talked about this when we got together in real life about how long winded I can be. So help all of us that have a hard time trying to figure out what we should be saying on these different platforms. And I guess like, let's start there because TikTok is where you started, but now you're doing short form video.

I mean, I, I'm more on Facebook and I see you in my feed all the time, on Facebook reels. Like I said, in your intro, LinkedIn is doing short form video. Now I get most of my success with short form videos over on YouTube,

but they're

all very different. So let's start with Tik TOK. And I mean, who knows, you know, it could still be here a year from now, but at the time of this recording, it's still the OG of it.

Short form video.

What

type of content are you seeing? That's really able to move the needle for someone that struggles with creating short form video content.

For sure. So one of the things I'd like to first tell people is like, I'm not like a typical TikToker, right? So I turned 43 this month. And so I'm not like a, I just got started on TikTok.

I started my business on Periscope and Facebook and then Instagram, and it wasn't until 2020 when I was praying and I heard God tell me get on TikTok and that's when I started creating over there. So for me,  when I first got started, I was just creating the same type of content that I would create anywhere.

Of course it was flopping until I started to realize, Oh, there is something special that is happening with short video. I realized it's because of our attention span. So when I started to really get some traction with the platform.  It was when I started taking what I would normally speak on a 30 minute live stream and just take one small bullet point from that last dream and turn it into a 15 or 30-second video and make it actionable, tactical. Something that someone could do right now and have success with, and, or it would cause them to want to ask more questions and get more help.

 Whatever a person is doing in their lives or in their businesses, It's really not about taking what we would do in a long form standpoint and turn it into short. It's going, okay, if I talk about 20 things in my long video, what is one thing that I can talk about in one video? Cause now you've got 20 little things to talk about in 20 different videos.

 ​

  📍 📍 📍 📍 And I love too, you said that you were creating content on these other platforms. So you really didn't go in with that much of a different approach. You didn't go in and saying like, all right, well, I know I'm going to need to learn this dance move and try and like talk during the same time.

You took one bullet point and really elaborated, like not elaborated. You just took that bullet point and shortened it. I, so this is where, this is why I'm not even on Tik TOK because I struggle so much with just the concept of making it shorter. I want to make sure that people understand like the full scope of what I'm trying to get out.

But that's where things are different.

 Yeah, for sure. I will say it's really funny to watch you do the savage love dance. That's the Jason Savage love. I was like, what does she know about that? That's the 2020 Savage Love Dance.

 Just listening to the podcast. Be sure to head over to YouTube.

 Yeah, exactly. I was like, did she just do Savage Love? I don't know what to tell. So yeah, it's really about like, okay, let's just look at, like, let's just say you are, you teach about credit for people that want to buy houses. There's so much you can tell somebody about credit, but instead of you telling them everything you're telling them, here's one reason why you should not buy a car while in the home buying process and that's all you tell them.

Then they're like, Oh, that's amazing. Or here's one way to get things off your credit report within 90 days. One thing, not all the things, and what happens is that that one thing that you talk about people, they can take action on that. They can follow you. And then let's just say in that video, you're like, And also if you want my how to do this, you can grab it in my bio or whatever, and then, and now you can get them to opt into your email list.

 So for me, short video is more about not trying to sell my thing, but getting you to know I exist, getting you into my world off of social to my email. So then we can further the relationship.

 I love that you mentioned getting you off of social and onto email. That is something that, uh, well, it was really, you know, hit into us at CEX of how important it is to have an email list.

I think that with social media, it's just the brand. I really feel like it's just the brand awareness element of your business. And this is where if you're always showing up trying to sell, it makes it so that I would just swipe through it. I don't want to be sold to all the time. That's why I don't watch the home shopping network.

Is that even still a thing? But I mean, I don't because I don't want to be just, I don't want to just be sold to the whole time. And what you're talking about is moving people from that brand awareness phase of saying, Hey, here's your problem. Here's how to solve it. Here's how to get on my email list.

Mm hmm.

Talk to us a little bit about how you're able to do that without being salesy in a short form video.

 For sure. So I do it in a couple of different ways in different videos. So one video could be, I'm talking all about hooks. The reason why your video may be flopping is because you need hooks.

And so I may teach one tip, here's one thing,  one way to get someone to watch your video, and it's salesy. Text on screen, and then I may say, for more hooks, I have 75 free hooks for you. And then instead of me telling the click, click, click, uh, click the link in bio because platforms don't like when we say that. We're using that DM automation tool, ManyChat, or go high level to let a person comment the word hooks and then the system will automatically DM them.

 So we have it set up with our chat bots, where if you comment the word hook on Instagram, it's going to send them a DM and it says, Hey, you wanted our 75 free hooks. What's your name? They give us their name and they say, what's your email? They give them their email and then Zapier zaps it into our email list.

And those hooks come immediately into their Instagram DM. So we just solve their problem. They just found us their guru and we also are able to further their relationship with the email. TikTok doesn't have that feature with ManiChat, but what we typically do is we post that same video over on TikTok and we say, comment the word hooks, I'll get a hundred people to comment that word, and then we just go and send them a DM.

And have a conversation there. Cause otherwise, like if we're trying to get them into our bios and the platforms don't want us saying, click the link and bio, then we have to use creativity to do it.

 Yes. I love that. And yet the, the call to action, click the link in the bio is not a call to action anymore.

It just isn't. Right. And it's, it's all about comment this word or the, the magic happens in the DMs. It really does. So, well, you have that 75 hooks that you're sending people out. If people want to check that out, what is the best way for them to, to get it?

 For sure. It is  keenyakelly.com/75hooks .

 Cool. So be sure to check that out. Can you kelly. com slash 75 hooks? Well, hooks are so important regardless of platform, right? This is one of the things I think, whether you are focusing your short form video efforts on Tik whatever. LinkedIn, maybe. You have to have a hook that brings people in. You gave us two really good examples.

Just like that. How you're like, yeah, I know I'm pretty good. But let's talk about the power of a hook where if we're always trying to hook people in, do you think that it almost makes us seem salesy or does it really stop the scroll?

 So it's not about the sale. It's more about capturing someone's attention because if you like, I always pull every time I speak at a conference, I say, how do you guys scroll on social media and you just scroll until you find what you're looking for?

Everybody raises their hands. I say, okay, if something comes across your feed, how many seconds are you going to give it before you scroll away? Everybody's like half a second. One second. And why is that? It's because when they scroll and they saw you, you didn't capture their attention.  So a hook is the reason why someone actually stops to watch your video because they don't know what your video is about until they land on it. And so I always say the hooks are like three things. One is the immediate text on screen. What did they see the moment they landed on you? Two is the first thing you say within that first one to one and a half seconds or three It's what's happening in your video.

 So a lot of times people, they'll see my videos and I have like a lot of energy and they're like, why are you doing that? I'm like, I'm a very chill person, but I give you the energy on screen. Cause I'm trying to get you to stop and watch my video, and that is a goal of a hook is to get your audience's attention and stop the scroll.

 So with hooks, how important is, I guess, how important is the caption? Should the caption have a hook as well, or is it different now since video is first?

Yeah. I would say both.  A lot of times the same hook that I have as the text on screen is my first line of my caption, because normally when they land on the video, they can see the video and then they can normally see whatever the first line of the caption is.

And so everybody is different. Some people are going to stop because of what's on screen. Other times they're going to keep watching because what they see is happening in the caption,  because we get that one second and we see Stop listening to stop, but now what? So oftentimes I will make sure that that you get every single reason to stop and watch this video with the three on screens and then the caption, the initial caption.

Now the caption,  the depth of the caption is what's going to keep them there and it's what's going to cause them to take the action you want them to take or be a part of their community or whatever, uh, because the video was good, but also you get to elaborate more of that, whatever you didn't talk about in your video.  

 So Kenya, I'd love to actually talk a little bit more about captions, because I think that there's a lot of conflicting information. I'm curious what your thoughts are on it, because I feel that a lot of people say, Oh, don't worry about the caption. Nobody reads them anymore. It's too hard to read because the video is playing behind it, or the caption doesn't really matter.

No, only people are only. Listening to your video, whatever. But I've also heard that the captions are where you can put your keywords. You can, like you just said, elaborate on something that you maybe just made people problem aware of. So how important are captions specifically on TikTok?

 I would say because of TikTok has gotten very SEO friendly and all of them have. From, from the perspective of someone that is trying to get, okay. Cause most people are, they're going to see videos in the search, in the FYP feed, the main feed, but also TikTok has become a search engine so people are coming, they're looking for something.

If you have indexed your video properly with the right keywords in your caption, when someone goes to search for what it is you are looking for, you're going to come up. I'll give you an example. I am in my menopause girl era, and I started realizing that my hair is thinning and I'm like, wait a minute.

We can't be going bald. I was like trying to figure out, is that a really a thing or whatever? So I went on Tik TOK and I typed in menopause hair thinning. Immediately, Dr. Mary Claire Haver, the author of The New Menopause, she comes up and she's talking about menopause hair thinning.

But then what also happens is that she shows you what product you can use for your hair thinning. Guess what? I bought it. I didn't have any need for a review or this is it. I was like, I got this issue. I searched to talk for it here. It was. And all of that happened because she had her videos indexed properly with her captions.

 So you said her videos index properly with her captions, not her hashtags. Correct. So let's talk about that a little bit more. How important are hashtags on Tik TOK?

 Yeah. So all of it works. Okay. So typically what people are doing is they're just searching a word or two words or a phrase, and that's going to happen with whatever text you have on screen, what you're saying, also your captions, but also it can happen because of hashtags.

 People aren't necessarily going on any platform for the most part and typing hashtag X, Y, Z to search a thing. But if your videos have the proper hashtags, not only is your video going to come up in search, but if you use the hashtag, like for example, menopause hair thinning. And you use that. So what's going to happen is that that video is going to be served to anybody that has watched content about menopause or menopause hair thinning, or that has created content about that topic.

 But then of course your feed is going to be full of menopause hair thinning because you use it in your video. So it's a great way to, in my opinion for hashes is to reach more of your target audience directly by serving them the content, not by search, but because of their own behaviors.

 It's amazing to me how smart these algorithms are, really, I mean, so, with what you're just saying, it's so true, now you're going to be shown all these different videos, products that have to do with it, based on what other people have watched, after they've watched that video.

I've noticed it's the same with Facebook for me because my Instagram video feed is so boring. It's just a, it's my own fault. I mean, I know I can go in and fix it, but it's just a bunch of social media quote unquote experts talking about like, Oh, this is the trending audio do that.

So I mean like my personal, Instagram reels feed is very boring. However, Facebook, man, they know me like they know that I love it when people talk for dogs. So I would get a lot of videos of dogs talking, quote unquote, the Johnny Depp, Amber Heard, court drama, man, I was still seeing those short form videos in my feed for like two months after the trial was over.

It knows you based on the past stuff that you've watched or searched or engaged with. How is it different? Because I feel like Facebook is doing a lot to mimic TikTok's algorithm. How's it different over on YouTube? Because I know that you have a pretty strong YouTube presence. You have your podcast over there.

You have your YouTube channel. You're doing shorts. How do you think it's different with that culture and creating content over on YouTube? Versus the social media guys, the Facebooks, Instagram, and the tech talks.

 So I have found that I can target my target audience a lot easier, a lot quicker on Facebook, Instagram, and Tik TOK.

When it comes to YouTube, we are still in that phase of like, We're throwing spaghetti on the wall, see if that thing sticks, you know, I often go and look at which video of my YouTube shorts are popping and I'm like, okay. And it is when we have indexed the videos, very good. So if it's how to grow a following on Instagram, how to get 1000 followers on Tik TOK if it's indexed properly. I feel like that's why those videos are doing well, because people are coming over to YouTube and searching for it. So if you're trying to grow a, your long form channel on YouTube or, and, or short form or both together, what we are experiencing is that if everything is worded exactly how someone is searching, then our content is popping up and that's what's causing it to get views and subscribers.

  And now for just a quick break, you've heard me talk about some of my favorite social media tools on the show. And one of them is a tool called MetraCool. MetraCool allows you to plan, analyze, and grow your digital presence all in one place from websites to LinkedIn to YouTube. You can track everything that you're doing online and see just what's working and what isn't.

Check out MetraCool today at katiebrinkley. live slash cool. All right, let's get back to today's show.

  📍 📍 📍 📍 Kenny, you mentioned back in 2020, you were doing Facebook lives. And then you decided to go ahead and give TikTok a try. Are you still doing any live video, like Facebook live or YouTube live?

 Yeah. So when, uh, when I'm not in the moving season, I normally go live on all of them, so normally I'll use like StreamYard or Ecamm and I'll go live once or twice a week, like teaching for an hour.

And then  the one stream and it's Live on Facebook, YouTube, Tik TOK, LinkedIn, Twitter. It's everywhere all at once. Because in my opinion, live stream is one of the easiest ways on social media to connect with an audience and sell your products because you're right there, they're right there, the link is there, and you can stay as long as you want without any algorithm issues.

 Yeah. Have you tried on YouTube doing the, I guess you can go live vertically on YouTube now. I know you've been moving, but I'm just curious if you've given it a shot. Live video for me. I do very minimal editing for This podcast before putting it up on YouTube. We should just be doing this live at this point, but I don't, I get more nervous when I make it the button that says go live.

Oh yeah. Have you,

have you tried doing any vertical live video on YouTube?

 Yeah, I was actually a secret test subject for YouTube. Yeah, cause I'm in the YouTube shorts partner program. Anybody can get in it, but I'm like, I'm pretty active in it so they gave me an opportunity to go live for three months.

And I did, and it was honestly, it was awful. I gave them lots of feedback, you know. It was awful because I couldn't do all the things that I can do on Facebook and on Instagram. It was kind of clunky. People aren't used to, currently they're not used to watching live video on YouTube shorts.

We're used to like the full horizontal screen, and I wasn't able to like stream all the platforms at one time and YouTube shorts. So it was like, For me, it's causing my business some challenges because I had to hold my phone up here to be on shorts plus everywhere else or whatever.

But I do foresee, cause obviously it's owned by Google, that they're going to start dominating at some point in time this year with live stream. I think that they were just testing it. Now do I think TikTok is going to continue to beat the brakes off of everybody? Yes, I do. But I think that YouTube is, you know, it's going to be on the come up at some point in time.

But TikTok is like. It's crazy in terms of how they do it. In China, it's a huge ordeal. So they're just mimicking that here in the U S but I think all platforms are going to mimic that.

 It's crazy to me on how unique and game changing of a algorithm that TikTok created. It really, I think changed the entire social media

landscape because now, you know, for me, the reason I'm well, one, the reason I'm not two reasons. I'm not on tick tock one. I struggle with short form video. I do. I do. I have a hard time getting things out quickly. It's just not my jam, I don't watch a ton of short form video, but I also didn't like seeing like my neighbor that watched my kids, she was 12 years old, show up in my for you page on Tik TOK.

I was like, this is weird, but it's so unique that you're showing you things that you didn't even know you wanted to see that granted I didn't want to see her, but I mean like it's showing you things you didn't know that you necessarily wanted to see. And now I've found that the rest of the platforms have caught up and they're starting to.

So my question to you is, have these platforms caught up enough to make it so that if Tik Tok should get banned, I mean, like it's already been going that way, one of these platforms want to buy it and keep it going just because of its robust algorithm, or do you see them just shutting it down and banning it in the United States?

I guess if you had a crystal ball What would you see happening and what, that's my first question, and two, what would you like to see have happened.

 If I had a crystal ball, I would definitely not allow any of the current platforms to buy it because the same people who are running it will be the same people who will run tick tock and we like tick tock for that reason, because it's very different than the others.

I would like to see people who are not connected to meta US government, all that buy it and actually go, we are going to continue what we're doing here and in partnership with them, but it's US. That way it's still its own animal. It's still its own kind of business that is not for sale by Google or Meta or whomever, because I love the other platforms.

I don't want them to be the same. I'm on the different ones for so for reasons, and I think that if they get bought by any social platform, they're going to become whatever those visionaries see versus the people that have been creating what they see. It's just a special thing that they've done there.

Like all of them are special in their own way, and I just continue want that to be what they intended it to be because we just love it. The way that I spend time on TikTok is like how I have not spent on any other platform from an entertainment standpoint.

 Yeah, I love all of the things that you just said of how different it is and I actually have something in my Posting last presentation about they're not being the same and it's lettuce and cabbage and they look the same but they're different

Yeah, it's

true.

I think that You know, Tik Tok, Facebook, Instagram, YouTube, LinkedIn, they all have their own culture.

What

do you see is the biggest mistake from creators when they're trying to create content for, maybe they're trying to start creating content over on Tik Tok or they're on Tik Tok and they want to start creating content over on YouTube.

What's one of the biggest mistakes that you see them making?

 Creators as in content creators or business people? Business people. I think that business people are not actually learning what is actually happening over here. I think that if someone has a hundred thousand followers on Instagram, they're expecting that I'm going to come over here.

I'm going to be the same deal that I am and not realize it. And TikTok is like, who are you? Like we don't, we don't know you, you know, I think that's the first thing. The second thing is that, they're just not really spending enough time to experience the culture of the platform. they just want to go and do the exact same thing that they've been doing everywhere else, which is a mistake that I made when I came over on Tik TOK and they were like, they weren't, they didn't care about me.

And it wasn't because I needed to dance or do anything crazy, but it was, there was a culture of how we consume content. I think that every business owner, if they spent just 30 minutes a day or even 20 minutes a day consuming content, especially in their niche of creators that are doing it really well, that will really help supercharge their success on the platform.

I don't go and watch the cat and dog videos. I watch those, but if you're trying to learn. How to create content there. Watch the people in your niche that are crushing it, and that's going to really give you a blueprint on how to get started and have success.

 Well, and watch your Tik Tok videos because you'll teach them how to do all the things the right way.

I sure will. Right? Yeah. Yeah, exactly. I know we talked about that 75 hooks freebie that you have. It's at

 KeenyaKelly.com/75hooks, so go get those

 because I think that getting people to just stop their scroll, that's the toughest part, right? Yes. Yes. Stopping the scroll. And once you can do that, if you have the right hook.

It's going to make it a whole lot easier. Well, can you, this has been an awesome conversation. I want to just end this, this call, this, this call, this, this podcast with, if you had one piece of advice for somebody that's for me, That's still not on the social media short form video bandwagon.

Like I am like limping along the side of it. I just not jump on it. What would your advice be?

 Yes. So I would say two things. First, I would actually dive into why do you feel this way? What is it about short video that has you limping along? When you go through therapy, they're like, let's get to the root of the issue.

You know, I feel like if a person really gets to the root or it will become clear. Maybe it's that you feel like you have to post both times a day or feel like you have to dance or whatever those feelings are, and then finding out the truth of that, because a lot of people just don't really understand that.

Like you can post once a week. That's a really great piece of content and crush it, or you can create one piece of content and you can share that on all platforms. Monday on Tik TOK, Tuesday on Instagram, Wednesday on Facebook and crush it. So that could be a thing,  but the second thing that I would tell anybody is to, like I said a little bit earlier, get onto the platform, go to the main feed, upper right hand corner, click search, and just type in one or two words in your niche.

Okay. Then binge watch the content on that platform. You're going to see some people that are like, uh, but you're going to see some that are really crushing it and doing extremely well because they have learned the art of creating short form video. Some of them, you're going to be like, there's no way I'm doing that.

But others you'll say, Oh, I can do that because like someone like Dr. Mary Claire Haber, we all know her as the New York Times bestseller, the new menopause, all the things, but we didn't know her four years ago. She was a gynecologist in Frenswood, Texas doing what she was doing, started going through menopause and started talking about it on tikTok as she started realizing that her mistakes as a doctor. And so she's built this massive millions and millions and millions of following. She's made millions of dollars now because of it, of her taking what she was doing in her clinic, bringing it to short form video, and it has exploded her entire life, her entire practice.

And now she is the go to person for perimenopause and menopause because she just learned to do it. The basics, she's not dancing. She's not doing anything goofy. She's not doing savage love. She is taking what she did and turned it into short video.

 I love it. Well, maybe, maybe we do need to get to the root of my issues with short form video.

But this is why I bring in experts like you and the, I, you know, watch all of your stuff. Like I said, I watch them over on Facebook. I guess that makes me old, but, I watch all your stuff. On Facebook, connect with Kenya on Tik TOK, on Instagram, on Facebook, listen to her podcast, watch her over on YouTube.

She is everywhere. If you're at an event, check to see if she's on the speaker lineup because she gives a phenomenal talk, and get her 75 hooks, kenyakelly. com slash 75 hooks. Any other ways for people to get in touch with you, Kenya, and learn more about you and get their short form video.

 Yeah. So I would just say, come and connect with me.

I'm obviously on TOK. I'm pretty much everywhere except for Pinterest. Cause I don't understand that yet. But it's, it's all Keenya Kelly. I also, I'm not an OnlyFans. So you can't find me there. If you find me there, it's not, if you find me there, it's not me.

Right. It's a clone. It's AI.

It's AI.  Awesome. Well, thanks again for joining us today. Go to KingaKelly. com slash 75hooks and we'll see you on next week.

 Thanks so much for listening to this week's episode of Rocky Mountain Marketing. I hope you're leaving with valuable insights and the inspiration to lead your market. If you've enjoyed our time together and found today's podcast episode useful, I have a small favor to ask of you. Please hit that subscribe button to stay updated with the latest episodes.

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com to connect, to find more resources, or just to share your journey. And be sure to pick up your copy of my new book, the social shift at Katie Brinkley. com slash book. Thanks again for tuning in. I'm Katie Brinkley, and I can't wait to dive into more strategies and stories with you on the next episode of Rocky mountain marketing.

Let's keep on taking your marketing to new heights.