In a recent analysis by Twitter, they found that “users are most receptive to content as they first start scrolling through their news-feed.” In particular, “memory response is highest in the first 30 seconds of a Twitter session.”
In addition, they found that the first thing that users see, in this case, a video ad called “First View,” is perceived as more relevant (by 14%), more emotional (by 28%), and as a result, more memorable (up to 32%) than the rest of the content seen in a viewing session.
While this data is primarily intended to sell “First View” ads on Twitter, it’s also quite relevant to public speaking, suggesting that the first 30 seconds of your speech are essential. If you don’t hook the audience early, it’s likely that you never will, so it’s important to have both a compelling hook, and to get straight to the point, telling the audience your main point upfront. Then, once they’re hooked, you can get into the details, but only after you’ve ensured that they’ll remember the main takeaway by presenting it in that critical first 30 seconds.