You’ve recorded a new YouTube Short.
The camera starts rolling and you say:
“Hi, I’m John from ABC Company. We’ve been established for 20 years and we specialise in…”
There’s nothing wrong with introducing yourself.
But there’s a problem.
You may be using the opening seconds of your video to answer a question the viewer hasn’t asked yet:
“Who are you?”
Before that, they’re probably deciding something much simpler:
“Why should I keep watching?”
For short-form business content, that difference matters.
Instead of automatically starting every video with your name, company and history, consider getting straight to the reason someone should watch.
Hook first. Introduction second.
⏱️ The Opening Seconds Matter
YouTube Shorts are consumed quickly.
Viewers can move from one video to another almost instantly.
That means your opening needs to communicate what the video is about without unnecessary delay.
Compare these two openings:
❌ “Hi, I’m James from Smith & Co and today I’m going to talk to you about…”
versus:
✅ “Your website could be losing customers because of this one mistake.”
Which one gives a potential customer a clearer reason to continue watching?
The second version immediately introduces a subject.
The viewer can decide:
“That's relevant to me.”
You can introduce yourself later.
🎯 Start With the Customer's Problem
One of the easiest ways to improve your opening is to start with a problem your target customer recognises.
For example, instead of a plumber saying:
❌ “Hi, I'm Dave from Dave's Plumbing…”
They could start:
✅ “Your boiler pressure keeps dropping? Check this first.”
Instead of a digital marketing agency saying:
❌ “Hi, we're Page Crowd and we offer digital marketing services…”
Try:
✅ “Running Google Ads but getting clicks with no enquiries?”
Instead of an estate agent saying:
❌ “Hi, I'm Sarah and I've worked in property for 15 years…”
Try:
✅ “Selling your home? Don't make this mistake before the photographs are taken.”
The business hasn't disappeared.
You're simply starting the conversation with something that matters to the viewer.
❓ Start With a Question
Questions can also make effective openings when they're relevant and specific.
Think about what your customers regularly ask you.
For example:
“Should I use Google Ads or Meta Ads?”
“How much deposit do I need?”
“Why isn't my website appearing on Google?”
“How often should a business post on social media?”
“Should I repair this or replace it?”
Now you have the beginning of a video.
You don't necessarily need:
“Hello everyone, welcome back…”
You can get straight into:
“Google Ads or Meta Ads? Here's the difference.”
Then deliver the answer.
👀 Show the Result First
Sometimes you don't even need to begin by talking.
If your business creates something visual, consider showing the result first.
A landscaper could open with the finished garden.
A decorator could show the completed room.
A caterer could show the finished food.
A web designer could show the finished website.
A hairdresser could show the transformation.
Then explain how you achieved it.
The viewer sees something interesting immediately and has a reason to find out more.
This creates a simple structure:
Result → Process → Business → Next step
rather than:
Introduction → Company history → Explanation → Eventually show the interesting bit
💡 Give the Useful Part First
Here's another simple approach.
Start with the tip.
Instead of:
“Hi, I'm Sarah, I'm a social media manager and today I'm going to give you an Instagram tip…”
Try:
“Open your Instagram bio and check these three things.”
Then deliver the advice.
Once the viewer understands the value of the video, you can naturally connect it back to your expertise.
For example:
“I'm Sarah, and I help small businesses manage their social media. Follow for more practical tips.”
The introduction hasn't disappeared.
It's simply moved.
👋 So Should You Never Introduce Yourself?
No.
That's not the point.
Introductions can help viewers become familiar with you, particularly when the person behind the business is an important part of the brand.
The lesson isn't:
“Never introduce yourself.”
It's:
“Don't automatically make your introduction the hook.”
There will be situations where starting with your identity makes complete sense.
For example:
“I'm a mortgage broker, and here's something first-time buyers often misunderstand.”
Your role immediately adds useful context to what follows.
That's very different from spending several seconds giving your full name, company name, job title and company history before reaching the subject.
🎬 Try This YouTube Shorts Formula
If you're struggling to structure business Shorts, try this:
1️⃣ HOOK
Give someone a reason to stop.
“Your homepage might be trying to say too much.”
2️⃣ PROBLEM
Explain what you mean.
“If someone lands on your website and sees five offers, three buttons and paragraphs of text, they may struggle to understand what to do next.”
3️⃣ VALUE
Give them something actionable.
“Open your homepage on your phone and check whether you can quickly understand what the business does and what the next step is.”
4️⃣ INTRODUCTION OR BUSINESS CONNECTION
Now connect the information to your business if appropriate.
“At Page Crowd, we help businesses improve their websites and digital presence.”
5️⃣ CTA
Give them a relevant next step.
“Follow us for more practical digital marketing tips.”
That's a complete business video without requiring a long introduction.
🚫 Avoid Long Branded Intros
Another habit businesses bring from traditional video into Shorts is the branded intro.
Logo animation.
Music.
Company name.
Tagline.
Animated transition.
Then the actual content begins.
Branding isn't the problem.
Delay is the problem.
You can still brand your videos through:
🎨 Consistent colours
🔤 Recognisable typography
👤 A recurring presenter
🎥 A consistent filming style
🗣️ Your tone of voice
👕 Branded clothing
📍 Your environment
Brand recognition can be built throughout the content rather than requiring a long opening sequence.
📱 Create for Someone Who Doesn't Know You
This is a useful mindset for business owners.
When recording your next Short, imagine the viewer has:
❌ Never heard of your company
❌ Never visited your website
❌ Never followed your social media
❌ Never watched one of your videos
Now ask:
Would the first sentence still make sense?
If your opening depends on the viewer already knowing who you are, consider rewriting it.
Make each Short capable of introducing someone new to your expertise.
🧠 Don't Confuse a Hook With Clickbait
A strong hook doesn't mean making ridiculous claims.
You don't need:
🚨 “THIS WILL CHANGE YOUR LIFE!”
😱 “GOOGLE DOESN'T WANT YOU TO KNOW THIS!”
💰 “MAKE £10,000 TOMORROW!”
A good hook can simply communicate relevance and curiosity.
For example:
“Your contact form could be losing you enquiries.”
“Check this before increasing your Google Ads budget.”
“Your Facebook page isn't a noticeboard.”
“Your Instagram bio isn't about you.”
These openings tell the viewer what the video is about without needing exaggerated promises.
📊 Test Different Openings
Don't assume one style will always work.
Experiment.
You might test:
❓ Question hooks
⚠️ Mistake hooks
💡 Quick tips
👀 Visual results
📋 Checklists
🗣️ Strong statements
Then look at how viewers actually respond.
YouTube provides performance information that can help you understand how people interact with your Shorts.
Use that information to learn which subjects, openings and formats resonate with your audience.
Don't change your entire strategy because of one video.
Look for patterns across multiple pieces of content.
🎥 Your Expertise Is More Important Than Your Introduction
Business owners sometimes worry that if they don't introduce themselves immediately, viewers won't know who they are.
But the content itself can demonstrate your expertise.
If you're a builder explaining something useful about extensions, people can understand your knowledge.
If you're an accountant explaining a common business finance question, your expertise becomes visible.
If you're a marketer explaining how Google Ads works, you're demonstrating what you know.
Give people a reason to value the information.
Then tell them where it's coming from.
🚀 Try This Before Recording Your Next Short
Write your normal introduction:
“Hi, I'm [name] from [company], and today I'm going to talk about…”
Now delete it.
Read the next sentence.
Does the video still make sense?
If it does, try starting there.
You might discover the real hook was sitting underneath your introduction all along.
🔥 Hook First. Introduction Second.
Your name matters.
Your business matters.
Your experience matters.
But somebody scrolling through YouTube Shorts doesn't necessarily need all of that information before you've told them why the video is relevant.
Start with the problem.
Start with the question.
Start with the result.
Start with something useful.
Then introduce yourself naturally.
At Page Crowd, we help UK businesses create consistent social media content designed to educate audiences, build their online presence and support their wider digital marketing strategy.
📲 Want help creating and managing content for your business? Contact Page Crowd today.
