Hook, Hold, and Pay Off: The viral video formula

YouTube success depends on three key metrics: Click-Through Rate (CTR) gets people to click, while Average View Duration (AVD) and Average View Percentage (AVP) keep them watching.

The formula is simple, but hard to execute: create a compelling hook to grab attention, build an engaging story with zero dull moments to maintain interest, then deliver a satisfying payoff with an abrupt ending. Every second must be optimized for retention — a video's success depends on how long viewers stay engaged.