The Psychology of Why Viewers Subscribe (And How to Trigger It)

0:00Have you ever wondered if there's something you could do to get more subscribers to your channel? What if I told you getting subscribers wasn't just luck and could be explained by human psychology? So, in today's video, I want to break down what makes people click, watch, and subscribe and six ways that you could use psychology to get people to subscribe to your channel. As always, timestamps are below. Use them if you need them. And let's jump in. Psychology is the scientific study of the mind and behavior. And when you understand these two things and apply them to your content, you'll be amazed at what a powerful tool this becomes. These days,

0:38if you want someone to subscribe to your channel based on a specific video that you've made, of course, the biggest tip is going to be to be yourself. But to give you an extra edge, your strategy actually starts way before you press record. It starts with getting the click. First things first, you're not going to get subscribers if you're not getting viewers. So, the first thing that you're going to want to figure out how to do is to get people to click on your videos. Well, did you know that your thumbnail actually drives around 50% of your video's success? This is why it's important to spend more time on it

1:16than you think. Because most of us right now, we work or create backwards. We come up with the video idea, outline it, maybe film, edit, and when we go to upload, realize, "Oh, shoot. I forgot to make a thumbnail." Then you make the thumbnail last minute right before uploading the video. When in reality, you should actually start with ideulating your thumbnail or packaging in general. By packaging, I simply mean the pairing of your title and thumbnail and how they work together. And I'm not talking about, okay, let's pick out the Canva design for this. Really, what I'm talking about is spending time thinking about the psychology behind why someone

1:57would click into your video when they see your title and thumbnail paired together. Let's break this down even more. What drives people to click? The biggest thing that people have discovered is curiosity. Now, I've talked a lot about packaging and curiosity gaps in this YouTube video here where I break it all down, but let's do a quick recap in case you haven't seen it. Our brains are wired to work in loops or closing loops. And you can use that to your advantage when working on your video packaging by leveraging something called curiosity gaps. The curiosity gap is the mental space between what you currently know and what you want to know. When

2:37presented with a partial piece of information or an intriguing tease, your brain feels a desire to close that gap by seeking the missing details. So ideally, what you can do is use your title and thumbnail to create such a strong curiosity gap that someone feels the need to click on your video in order to close the loop that you've just opened in their brain. This is one

3:05reason why to-do lists are so effective. They create a nagging loop in our brain that we just feel like we need to close. Let's take a look at this thumbnail for example. The title to this video by Ryan Tran is I tested every one-star hotel with the thumbnail being a one-star Yelp review saying, "Do not open door." Now, naturally, of course, in the thumbnail, Ryan Tran is opening the door, doing exactly the opposite of what the review says not to do. Because of that, our brains are starting to think, "Oh no, he

3:41opened the door. What's going to happen? Why did this review say not to open the door?" So, there's so many questions that you're already asking yourself. And with all these questions, you've opened a curiosity gap. And the only way to get answers to those questions is by clicking on the video. Again, I've already done a deep dive on how to create good video packaging with title thumbnail. Go watch that video after this one because now that you've convinced somebody to click on your

4:06video, you need to keep them watching. And if they like what they see, then they'll subscribe. So, to keep someone's attention and make sure they watch, we're going to start by analyzing your video's hook. This brings us to capturing and keeping attention within your video. It's no secret that people's attention spans are getting shorter and shorter these days. According to the American Psychological Association, our attention spans have dropped significantly since records began back in 2004. Now, in 2004, the average attention span for someone on a computer screen specifically was around 2 and 1/2 minutes. Today, it's around 47 seconds with the median being 40 seconds. And

4:50that amount gets less if someone's on their phone. This means you have about 30 seconds with your long form. Grab someone's attention and convince them not only to keep watching, but to also take action on your content. When we talk about shortened attention spans, we're often talking about two very different processes happening in our brains. So, we have two different types of attention. We have involuntary attention. This is what happens when something grabs your attention suddenly like a loud noise, a flashing notification or someone calling out your

5:27name. Then we have voluntary attention. This is when you choose to shift focus like deciding to check your phone. The first is automatic almost like a reflex and the second is a decision even if it doesn't always feel like a conscious decision at the time. As creators, we want to use our hooks to capture both elements of human attention. We want to grab someone's attention involuntarily on social media to stop their scroll and then we want them to choose to stay on our video and keep watching. This is why

6:03packaging and hooks is so important. What you could do is do something in those first few seconds of your video to grab someone's involuntary attention, followed by something interesting or intriguing that's going to make them choose to give you their voluntary attention for the rest of your video. Real quick, here are five ways that you can do that in your intro or hook based on what our brains are kind of hardwired to pay attention to. The first thing is curiosity. Your title thumbnail already peaked curiosity, but to keep that curiosity going in the hook is a great

6:39way to have someone watch till the end. A few ways to do this is starting your video with actually the peak or most intense moment of your video later. This is like teasing what's to come. You could propose some questions that the audience can start asking themselves and letting them know by the end of this video, you will have the answers to those questions. Again, curiosity is always a great way to open a loop and get somebody to watch so they could close that loop. Next is contrast. Our brains are contrast amplifiers. They rely on differences in light and color to make out the world. This is the

7:14process that helps us read black text on white paper or see lines on the road at night. If contrast is quite literally how our brains make out the world, then adding contrast, like light and dark within your videos or thumbnails, that's going to be a great way to get clicks and views. A simple way that you've probably seen creators add contrast to the beginning of their videos is like by turning on a light at the very start of the video or by walking in front of a dark wall with like the spotlight right on someone. The third way to capture attention with your hook is by utilizing

7:48B-roll. Which intro do you think would be more exciting to watch? A talking head like this of somebody just sitting and talking for 30 seconds or maybe the talking head, hello here, is being cut back and forth between other visual storytelling, other shots, other clips. The pacing and how many cuts you have within your intro can absolutely help increase viewer retention. You can do this by filming your own B-roll. Or if you're thinking, Millie, I don't have time to go film a bunch of extra clips for every single YouTube video. I I'm

8:21already filming entire YouTube videos. You don't have to. My number one resource for B-roll, especially when I'm in a rush or in a pinch and just need footage that I wasn't able to film myself, is utilizing Story Blocks, who is also sponsoring this video. I've actually been a partner with Story Blocks for the past few years. Absolutely love them and use them all the time within my YouTube videos. Like all the B-roll you've seen us cut in and out throughout this entire video is from Storylocks. And so for those of you who don't know, Storylocks is 100% humanmade stock media library essential for creators. Basically, every asset in

8:57their library is created by a real filmmaker, artist, or musician, and they don't accept AI generated content. So, let's say I'm making a video and I want to add a little bit more dynamic shots to my hook, but I don't have the exact shot I need, like I didn't film it. Instead of stopping everything I need to do to go film it myself, I just go to story blocks and I search for a clip of what I'm trying to find, I download my favorite options and then I upload them to my edit to see which one naturally

9:28fits the story that I'm trying to tell. Downloads are unlimited with your subscription, which is extremely helpful because you can actually experiment with your edit without feeling like you have to commit to the first asset that you find. They have millions of assets, including footage, music, sound effects, images, and templates. This way, you're not jumping between 500 million different websites trying to find everything you need. really everything is in one place for you and you can download what you need and experiment within your own video. What I really love about Story Blocks is that every

10:03download supports a real working artist. So, you're saving time in your own creative workflow while also supporting the creators who actually made the work that you'll be using. To get access to the humanmade stock media library built for creators and essential to my workflow, head to storyblocks.com/modernmilly. They're currently offering 15% off any annual plan for a limited time and that discount is only available through my link. The next way to capture attention in your hook is through novelty or newness and innovation. Not only do our brains seek new things, but novelty actually gives our brains a dopamine boost. That can be a powerful motivator for somebody to keep watching your

10:48video. Psychology Today talks about the magic of novelty because experiencing new things can be a way to boost memory, creativity, and happiness in your life. Novelty activates our brains in a powerful way. And as a content creator, you can do this in some pretty creative ways. All you have to do is really think about how you can break the pattern of what viewers are expecting to see in your intro and try something new. This can be through contrast, like I had said before, adding an element of surprise, curiosity, or movement or unique camera angle. We're definitely in this era where growing as a creator, it's important to pull from what's already

11:26working, but also finding a balance of what makes you different and how can you stand out. And the more you experiment and play with that, the more you'll find your way in this creator world. An example of novelty or kind of breaking that scroll is I had this short form video. I know it's short form, but it was the first one that came to mind when filming this. And at the start of this video is a great example of starting with an element of surprise because people are probably expecting me to pour my coffee into my cup like I do in some of my shortfront videos, but I

11:57completely catch them off guard by in intentionally missing the glass. And the fifth way to grab attention in that hook is really leaning into strong storytelling. My favorite example of this, I'm gonna use Brian Tran as an example. His hooks for his long form videos are so well done that you want to stay for the entire story. I did a full breakdown video analyzing the process or the format of like a Ryan Treyan viral video. So, I definitely recommend watching that cuz it's a really cool in-depth breakdown of like capturing attention, strong storytelling, but in his intros, he always confirms what you just saw in the title thumbnail. So,

12:39confirms that you're in the right place. And then he also like gives himself challenges where it's like, okay, well, if I don't do this, then this is going to happen. And if this happens, then he's always creating like this if this, then this, and opening so many curiosity loops in the first 30 seconds of his video that you just like have to watch and stay till the end. If you've learned something new so far, be sure to give this video a thumbs up because it tells YouTube that other creators like

13:03yourself might find this video useful. And if you learn two new things by the end of the video, consider subscribing to my channel since it's a free way to support me and my business and allows us to continue to make free content like this for you every single week. All right, you've gotten somebody to click on your video. They've watched past the hook and now we want to turn that viewer into a subscriber. Here are six ways that you could use psychology to get

13:29someone to subscribe to your channel. Number one, solve a painoint. This is probably the easiest or best way to get someone to subscribe to your channel because it means you're creating content that directly serves and solves a real problem that the viewer is facing. I know some of you might not immediately feel like you could apply this to your niche, especially if you're in more of a lifestyle ccentric niche, but still, if you want to grow quickly on YouTube and drive subscribers from your videos, being able to serve your audience first is always going to be a priority or should be at the forefront of your

14:05strategy. And solving a problem that they're facing is the best way to do this. The main problems that people generally face in their lives are problems with money, relationships, family, career, health, both mental and physical. And as I said, you might not make content directly related to any of those topics, but you could try to take what's called one standard deviation away from one of them and then allow your viewers to kind of leap the rest of the way. So, let's say that you make content that helps people get off their phones, right? and people might watch because being on their phones is hurting their relationships or maybe hurting

14:44their mental health. So ultimately, you're solving one of those biggest life problems. This doesn't mean that you have to create like five tips for how to in like every single one of your videos. There are many ways to solve a problem. But trust me when I tell you that value first and painointdriven content, that's going to be one of the fastest ways to get people to subscribe to your channel, especially when you let them know that they can expect content like that from you regularly. The second way is to gain their trust. Now, there's plenty of ways you can gain someone's trust in your videos. You could use social proof,

15:21which can be as simple as screenshots from comments of people who've asked you a question or reviewed a product that you offer. It could be case studies. I do this a lot when I have a student success story that directly aligns with my content. I'll share a case study or screenshots that back up a claim. Another powerful way that you could use to gain someone's trust is by closing the curiosity loop that you initially opened. This is like overrated,

15:48underrated, overlooked, overlooked. Basically, whatever method that you used to open the loop in the first place, like the curiosity got from the title thumbnail, if you close that loop, you've immediately gained somebody's trust. Oh, especially if the packaging sounds like it's going to be clickbait and somebody's like, there's no way. And then like it's not clickbait and you prove like, hm, title and thumbnail was right, so go. Like that's when people are going to be like, "Whoa, I have so much respect for you not click baiting me into watching your video and actually delivering on the value." Increase trust immediately. This is why we don't use

16:26clickbait. We don't make false promises that we can't keep. We don't falsely advertise what our videos are going to be about because that is how people will immediately lose trust and not subscribe. The third way is to rehook someone. So, when you close one curiosity loop, usually that's like the first curiosity gap that was created with the title and thumbnail, you can keep people engaged by rehooking them with a new curiosity loop throughout

16:52your video and then closing that loop. This is also a great way or strategy to keep people engaged throughout your video is kind of gradually opening and closing loops. Again, Ryan Tran does that really well in his long form content. When you're kind of rehooking and engaging somebody and answering questions throughout the video, they leave that video feeling fully satisfied of like, "Oh my gosh, I learned so many

17:13new things or that was such a fun ride." And because they leave feeling satisfied, they're going to want to come back for more, making them want to subscribe. Number four is start simple. People talk about how relationships are a little bit of a give and take. And that's honestly true of all human interactions. People love to feel like they're getting something and you can tap into that feeling into your YouTube

17:34videos. YouTubers do this all the time. We will say things like, "Hey, if you've learned something new in this video, consider liking this video since it's a blah blah blah blah blah." By letting someone know and reflecting on, "Oh, wo, you're right. I have learned something new." You start making them more aware of the give and take relationship that you're creating. Once you've gotten someone to do something small, like liking your video, it's going to get easier to get them to do something bigger, like subscribing. So, don't be afraid to like literally keep it simple

18:04and call it out in your YouTube videos. Ask for a subscribe or ask for a like. It's going to be that trigger where it will remind somebody like, "Oh yeah, I should probably do that." Another way that I like to create like a give and take relationship is with my videos, offering some sort of free value paired with the already free video. That's why I always highly encourage creators to have freebies because it's just a simple way to give back to your audience and your community. Like, if you're somebody who wants to get started on YouTube, I have a free YouTube workbook that literally helps you start and grow your

18:37YouTube channel. The fifth way is simply by being likable. I [laughter] don't know if does this count as a tip? Just be likable. I'm I'm thinking of I don't know if anyone else has read the book yesterday year. I just read it and like the narrator, the main character is like so unlikable. is like, don't be like her. Don't be like Natalie. Sorry to any Natalies watching this. Don't be like Natalie. Make sure to smile in your

19:01videos. Have fun. Have some good energy. Maybe throw in a few jokes if you're somebody who has a little bit of a sense of humor. Or if it's a more vulnerable video, don't be afraid to show your real raw emotions. You don't have to be perfect. I'm not saying that. In fact, you shouldn't be. That's actually a perk of being human. But you can bring an energy to your video that help people

19:26connect with you and people like you. Let's just do like an example of energy. Like I feel like in my YouTube videos, I'm I I talk a lot just like how I normally talk in real life, but let's do like so I could say this line like if you've learned something new so far, be sure to give this video a thumbs up. And if you learn two new things by the end of the video, consider subscribing. So that's like good energy. I have a little bit of a smile. I'm talking with my hands. It sounds natural. Or it could just be like, "If you've learned something new, like the video. And if

19:52you learn two things, subscribe." No, this kind of naturally segus to our sixth final way to get people to subscribe. Maybe it's the same. I kind of feel like they're a little bit different, but that's just making sure you're being authentic because I feel like people might misconstrue being likable with like putting on an act, but it's just like being your genuine self as well. This is especially important in today's world. I feel like we all we see the rise in like authenticity content, especially over these last few years where people are craving content that makes them feel connected and related to someone. Not like brother sister, but

20:30like relatable. Viewers are craving creators who are real. Maybe they're not the most aesthetic, but they're the most honest and the most authentic to themselves. I feel like the OG example of this is Emma Chamberlain. like for years she has shown up exactly as she is. And in the beginning that's what people were drawn to her for just being

20:53unpolished, funny, relatable, herself. And even though she got her start years ago, authenticity is still a huge part of content creation now, especially with so many people wanting to be creators. So to recap a little bit, our brains are amazing little machines that crave novelty, work in contrast, and are wired to solve problems and close loops. And understanding all of this will actually

21:22100% help you become a better creator. All of your favorite creators and biggest YouTubers, they're not just creating. They're leveraging human psychology as like their biggest secret to their success. and now it can be yours, too. So, if you want more help growing your YouTube channel, make sure to download my free YouTube starter workbook. I'll be sure to leave that

21:43linked down in the description below. Thank you so much for watching. I will see you in the next one. Follow your joy. by