## Summary
An "attention bonus" occurs when content exceeds viewer expectations set by its title and thumbnail, leading to more engagement and growth. In contrast, "attention debt" happens when content fails to deliver on its promises, resulting in viewer disappointment and decreased interest. To succeed, creators should align their content with the expectations they create, avoiding high promises that their videos cannot fulfill.
## Highlights
*Attention bonus* occurs when the content over-delivers relative to the promise made by the packaging (title + thumbnail). This means the viewer’s expectations, set by the perception, are exceeded. ([View Highlight](https://read.readwise.io/read/01jg0g66jyb2c0drtednefe92y))
As opposed to the attention debt where impressions can be repaid in watch time, with attention bonus, the opposite happens.
You borrow modest attention but repay far more watch time, leading to more impressions and growth (capped by the market of course). ([View Highlight](https://read.readwise.io/read/01jg0g6f3w0yvpdfd09ezwxyvh))
Here's a non-exhaustive list from the viewer perception perspective:
**Education**
• I expect to learn something new or valuable.
**Entertainment**
• I expect this to make me laugh, cry, or feel something exciting.
**Problem-Solving**
• I expect this to help me fix or understand something.
**Curiosity**
• I expect this to reveal something unexpected or fascinating.
**Relatability**
• I expect this to connect with my life or experiences.
**Inspiration**
• I expect this to motivate or encourage me.
**Transformation**
• I expect to see a process or big change unfold.
**Expertise**
• I expect this creator to be credible and knowledgeable.
**Aesthetic Appeal**
• I expect this to be visually beautiful or satisfying to watch.
**Shock Value**
• I expect this to surprise or shock me.
**Novelty**
• I expect this to show me something I haven’t seen before.
**Authenticity**
• I expect this to feel genuine and real.
**Speed/Efficiency**
• I expect this to deliver answers quickly and save me time.
**Depth**
• I expect this to go deep into the topic with detailed information.
**Drama**
• I expect this to tell a compelling story or have tension.
**Exploration**
• I expect this to take me somewhere new or exciting.
**Social Proof**
• I expect this to be trending or something everyone is talking about.
**Challenge**
• I expect this to show someone attempting something difficult or extreme.
**Value**
• I expect this to give me actionable tips or guidance.
**Comparison**
• I expect this to compare products, ideas, or concepts.
**Mystery**
• I expect this to answer a question or uncover a truth.
**Relief**
• I expect this to help me escape stress or boredom.
**Aspiration**
• I expect this to show a lifestyle or achievement I can dream of.
**Engagement**
• I expect this to invite me to participate or interact.
**Community**
• I expect this to make me feel part of a group or niche. ([View Highlight](https://read.readwise.io/read/01jg0g8vxqpvhrhrtpw22rbzr9))
The goal is to avoid more viewers than you should which creates attention debt that builds up quickly and compounds over time. ([View Highlight](https://read.readwise.io/read/01jg0gdmh4ttqmkgst43h06xxs))