Hook
Also called video hook, ad hook, opening hook
What is a hook?
A hook is the first one to three seconds of a video, or the first line of a post, built to stop someone from scrolling. It can be a bold statement, a question, a surprising image or a promise of what comes next. Its only job is to earn the next few seconds of attention.
Hooks work on more than one layer at once. There is the spoken hook (what the voice says), the text hook (the words on screen, which matter because many people watch with the sound off) and the visual hook (movement, a face, a product in an unexpected place). The strongest openings line all three up so they say the same thing.
Common hook types include the question ("Still paying for X?"), the bold claim, the result first (show the finished thing, then how), the mistake ("Stop doing this"), the list ("3 things...") and the pattern interrupt, which breaks what the viewer expects to see. In ads the same idea is often called an ad hook or the thumb-stop.
Why a hook matters
On feeds like Reels, TikTok and Shorts, people decide in a second or two whether to keep watching. If the opening does not hold them, the rest of the video never gets seen, however good it is. Platforms also watch early drop-off closely, so a weak hook hurts audience retention and how widely the video is shown.
For a business, the hook decides whether your message reaches anyone at all. A clear, specific hook also filters the audience: it tells the right people this video is for them, which makes the viewers who stay more likely to click, follow or buy.
How to write a video hook
- Write down the one thing the viewer gets from the video: a result, a tip, an answer or a deal.
- Turn it into a short opening line of 5 to 10 words that names that payoff or the problem it solves.
- Put the same words on screen as large text in the first frame, so it works with the sound off.
- Start with movement or a clear visual, not a logo or a slow intro.
- Cut anything before the hook: no greetings, no "hey guys", no title card.
- Test two or three hooks on the same video body and keep the one with the best early retention.
Hook example
A bakery called Crumb & Co is posting a reel about its sourdough. A weak opening shows the logo, then the shop front. Stronger hooks: "This loaf takes 36 hours. Here's why." (curiosity), "Your supermarket sourdough probably isn't sourdough" (bold claim), or a close-up of the crust cracking as it is sliced (visual hook) with the text "The sound you came for".
Hook FAQ
How long should a video hook be?
About one to three seconds, or a single short sentence. On short-form platforms people decide almost immediately, so the hook should land before the first cut.
What makes a good hook?
It is specific, it is about the viewer rather than you, and it creates a reason to keep watching: a question to answer, a result to see or a mistake to avoid. It also matches what the video actually delivers, or viewers leave and feel tricked.
Do hooks matter for long videos too?
Yes. YouTube viewers also decide in the first seconds. A long video usually opens by stating what the viewer will learn or see, then gets to it quickly.
Related terms
Thumb-stopping content is a post or ad that makes people stop scrolling on their phone, usually through a striking first frame or hook.
A pattern interrupt is anything unexpected in a video, ad or post that breaks the viewer's autopilot and wins their attention back.
Audience retention shows what share of viewers are still watching at each moment of a video, revealing where people drop off.
A video script is the written plan for a video: what is said, what appears on screen and in what order, scene by scene.
Short-form video is video under about three minutes, usually vertical, made for Reels, TikTok and YouTube Shorts; long-form video runs longer.
A call to action (CTA) tells people exactly what to do next, such as Shop now, Book a class or Save this post. It turns attention into action.