What is the power that makes people watch a YouTube video until the end? Flashy editing? Provocative thumbnails?
Of course, they are important. However, after a viewer finishes watching the video,
the 'decisive blow' that determines whether or not they become a fan of the channel surprisingly comes from the 'pinned comment' fixed at the very top of the comment section.
Psychologically, humans have a dual desire to belong to a group, and at the same time, to be included in the 'chosen few'.
In marketing, this is interpreted as a combination of the 'law of scarcity' and 'sense of belonging.'
Mass Psychology: If everyone else is doing it, I have to do it too.
Minority Psychology: I feel pleasure when I accomplish what others cannot.
In the pinned comment "Those who have read this far are at the top The moment you place the phrase "It's the top 10%," the viewer evolves from a mere spectator into a special status as a 'persistent and sophisticated viewer.' 2. Why Does the Expression 'Top 10%' Work? (A Strategy to Stimulate Self-Esteem) The average viewing time for YouTube Shorts or regular videos is shorter than you might think. Reaching the end of the video is proof that you are already immersed in the content.
At this moment, a single remark from the creator perfectly touches the viewer's self-esteem.
"You who have completed this long video to the end already possess the mindset of the top 10% in execution ability."
Input Source
The moment they read this sentence, the viewer undergoes the following psychological change.
Reward Psychology: "I haven't wasted my time" Sense of relief.
Positive self-affirmation: "That's right, I'm someone with the persistence to see things through to the end."
Building a bond: "This channel that recognizes my value is pretty good, isn't it?"
A successful pinned comment does not simply end with praise. Try utilizing the following 3-step structure.
Step 1: Selection
Instilling self-esteem by emphasizing minority status
"Those who have scrolled down this far are among the top 10% of people with passion in this field."
Step 2: Value Enhancement
The benefits gained by the viewer Reconfirmation
"The 5-minute investment you just saw will be the seed that changes your life."
Step 3: Call to Action (CTA)
Trigger to attract fans
"If you would like to become a member of this special community, please leave a comment saying 'Growth'."
Viewers will spot soulless copy-pasting first, no matter how good the strategy is.
Use Specific Numbers:Appropriately mix in expressions such as "Top 10%," "Top 1%," or "Knowledgeable to 5 out of 100 people."
Maintain Channel Tone and Manner:It is important to express yourself formally if the channel has a serious style, and affectionately if it has a friendly style.
