Did you know that China has over 2,300 glass bridges? I'll get to that in a second.
First, let's talk about one of the most powerful tools in your content arsenal: tension building.
Tension is what keeps people watching, reading, and sharing. It’s the force behind every addictive Netflix series, every viral video, every story that sticks. And if you master it, your content will command attention in a way that most creators only dream of.
Think of tension like a game of Jenga. You build layer upon layer, introducing new ideas while keeping the audience in suspense—until they can’t look away. And that’s where the Zeigarnik Effect comes in.
The Secret Psychological Trigger That Keeps Viewers Hooked
In the 1920s, psychologist Dr. Zeigarnik made a simple but powerful discovery: people remember unfinished tasks better than completed ones.
She noticed that waiters in a Viennese café could recall unpaid orders with stunning accuracy—but as soon as the bill was settled, the details vanished. Curious, she ran experiments where participants tackled puzzles and crafts. Some were interrupted, while others finished their tasks. When asked to recall them later, those who had been interrupted remembered their tasks far more vividly—sometimes twice as well.
Why? Unfinished business creates mental tension. The brain craves closure. It needs to resolve the open loop. That’s why TV cliffhangers work. Why you keep thinking about an email you haven’t replied to. Why an unfinished project lingers in your mind.
Make Your Content Irresistible
The Zeigarnik Effect is your secret weapon for content that people can’t scroll past. Here’s how to use it:
- Start your video with a problem but don’t resolve it immediately. This 12 million view video uses a visual metaphor to represent trauma, creating a sense of anticipation.
- Drop an open loop that demands closure. Robert Croak’s compelling question, “Do you want to be the 1st millionaire in your family” earned this video 25 million views!
- Tease valuable information upfront. The hook, "What to say when someone belittles you," offers helpful tips, garnering 20 million views for this video.
By leaving something unresolved, you trigger the brain’s need for completion—which means people will stick around to get it.
Speaking of tension… back to those glass bridges.
China has taken engineering—and adrenaline—to the next level. With over 2,300 glass bridges, walkways, and slides suspended over canyons and mountains, these structures push the limits of fear and thrill-seeking.
Tourists walk across, watching the abyss beneath their feet, while some bridges even have special effects that simulate cracking glass just to ramp up the tension.
So here’s the question: Would you step onto one? Or does the thought alone make your knees wobble?
Now imagine if your content held that kind of tension.
See what I did there? 😉
Want help with your social media strategy? Connect 1-on-1 with Hook Point's team here to see if we are the right fit to work together.
