Maybe exciting is the wrong word, but compelling is a better one.
For example, just the order of how you present information matters. Compare these two approaches:
1. "If you don't floss enough, then <BadThing> may happen. Here's tips on how to floss: A, B, C."
2. "Here's tips on how to to floss: A, B, C. Btw, this can help prevent <BadThing>."
The first is better. "Boring" information ceases to be boring and instead becomes compelling when you have a strong reason to want to know the information. Thus, it's important to hook people by giving them that motivational reason to watch/listen before you jump right into a video or article. Otherwise, you will likely only retain viewers who already arrive with their own personal motivations.
For example, just the order of how you present information matters. Compare these two approaches:
1. "If you don't floss enough, then <BadThing> may happen. Here's tips on how to floss: A, B, C."
2. "Here's tips on how to to floss: A, B, C. Btw, this can help prevent <BadThing>."
The first is better. "Boring" information ceases to be boring and instead becomes compelling when you have a strong reason to want to know the information. Thus, it's important to hook people by giving them that motivational reason to watch/listen before you jump right into a video or article. Otherwise, you will likely only retain viewers who already arrive with their own personal motivations.