You've heard the advice a thousand times or more: the key to success lies in delight. If you run a business, delight your customers. If you want to stay together, delight your spouse. If you want fame, delight your audience. And so on... The problem is: it's a hard thing to do. Delighting your audience not only requires consistent efforts; it also sucks an enormous amount of time and energy, both of which are in short supply to human beings.
If you want your video to have an impact, you need to delight your viewers. There's no way around it. There's no trick; you need to find a way to keep your audience hooked with something that touches them. Use a hook that feels real. Better yet, use a hook that is real. I watched David Blaine's chat with Joe Rogan the other day [here]. Blaine is a magician and performer whose claims to fame (there are many) are exhibitions where no magic is involved. They are performances, where reality is the trick; the magic happens when you keep pushing reality to its limit. But of course: how to get there, how to make it real, that's a whole different trick. A trick which -- should you be interested in the subject -- the performer discusses extensively in the referenced video chat.
Speaking of delights: John Scheinfeld (the filmmaker behind The U.S. vs. John Lennon and other documentaries about popular music makers) has a new doc coming out in early October about Herb Alpert. While nearly forgotten nowadays, Herb and his band sold almost as many albums as the Beatles did back in the '60s. He did so for a reason: he consistently delighted his listeners and fans. I shamelessly borrowed the title of this post from one of his albums. You can enjoy the trailer here already.