What a hook does
The hook is the first line of your video, said out loud and usually shown on screen too. On Reels, TikTok and Shorts, people decide to keep watching or swipe away within a second or two. A good hook gives them a reason to stay: a question they want answered, a claim they want to test, or a story they want to see end.
Platforms notice how many people watch past the opening. Videos that hold attention early tend to be shown to more people, so the hook matters more than almost any other line.
The six hook types
Each type pulls on a different reason to keep watching:
- Question: asks something your viewer already wonders about.
- Bold claim: says something confident they'll want to check.
- Mistake: points at a problem they might have without knowing it.
- Story: starts in the middle of something that happened to you.
- List: promises a set number of tips, so they stay to the end.
- Curiosity: hints at a result without giving it away yet.
How to make a hook your own
Every idea here is a starting point. Swap the [brackets] for real numbers, times and results, because specific beats vague. "I saved $400 a month" lands harder than "I saved money".
Then make sure the video keeps the hook's promise. If you open with three tips, give three tips quickly. A hook that oversells makes people leave early, which hurts more than a plain opening would.
Tips for delivering it
Say the hook in your first breath, with no intro or greeting before it. Put the same words on screen as text, since many people scroll with the sound off. Start with movement or a close-up so the first frame isn't static.
Keep it short. Most strong hooks take under three seconds to say, and each idea shows a rough time at a natural pace. Test two hooks on similar videos and keep the style that holds viewers longest.
- Cut warm-ups like "Hey guys" or "So today I want to talk about".
- Match the picture to the words: show the mistake while you name it.
- Write the hook last, once you know the payoff it's promising.
- Reuse hooks that worked. A format your audience likes can carry many topics.
Frequently asked questions
How long should a video hook be?
Aim for one sentence you can say in about three seconds or less. The rest of the video can explain; the hook just has to earn the next few seconds.
Do these hooks work on TikTok, Reels and Shorts?
Yes. All three are short, vertical and swipe-based, so the same opening lines work. Adjust the words to match how people talk in your niche.
What does [number] or [result] mean?
Those are blanks for your own details. Replace them with a real figure or outcome, like 3 tips or 10 pounds, before you record.
Which hook type works best?
It depends on your topic and audience. Educational videos often do well with list and mistake hooks; personal content suits story hooks. Test a few and check your retention graphs.