How to write a hook for Reels, Shorts and TikTok: 12 formulas with examples

A hook has three layers

Every short-form opening is doing three jobs at once:

• What they see: movement, a face, a surprising image or the result itself.
• What they hear: your first spoken line.
• What they read: the text on screen, which is the only hook that works for people scrolling on mute.

The strongest hooks line all three up behind one clear promise. The weakest have all three saying different things, or nothing at all.

The rule: promise first, explain later

Most weak hooks are introductions: "Hey guys, so today I want to talk about…". The viewer doesn't know why to stay yet. A strong hook tells them what they'll get, shows the problem, or opens a question, and leaves the explanation for after they've decided to stay.

12 hook formulas, with examples

1. Result first. "How I [result] in [time]." Example: "How I cut my editing time in half with one CapCut setting."
2. The mistake. "Stop [common habit]." Example: "Stop putting your captions at the bottom of your Reels."
3. Curiosity gap. "Nobody tells you [thing] about [topic]." Example: "Nobody tells you this about renting your first flat."
4. Contrarian. "[Popular advice] is wrong." Example: "You don't need to post every day."
5. Direct call-out. "If you [situation], watch this." Example: "If your Reels get under 500 views, watch this."
6. Number. "[Number] [things] that [benefit]." Example: "3 phone settings that make your videos look expensive."
7. After, then before. Show the finished result in the first frame, then rewind to how you got there.
8. Question. "Why does [surprising thing] happen?" Example: "Why do airlines make you open the window blinds for landing?"
9. POV. "POV: [relatable situation]." Example: "POV: you said 'one more episode' four episodes ago."
10. Test. "I tried [thing] for [time]." Example: "I only drank water for 30 days. Here's what changed."
11. Warning. "Don't [action] until you watch this." Example: "Don't buy a ring light until you watch this."
12. Mid-story. Start in the middle of the action: "…and that's when the ceiling caved in."

These are starting points, not scripts. The same formula works in any niche once you swap in your own specifics, and specifics are what make a hook believable.

Make the visual hook do the work

• Open on movement or a face, close enough to read an expression.
• Lead with the most interesting shot you have, even if it happens later in the story.
• Cut logos, title cards and slow lead-ins from the start.
• Change something within the first second: a cut, a zoom or text appearing.

Make the text hook readable

• Put it on screen from the first frame, not two seconds in.
• Keep it to a short line people can read at a glance.
• Use large, high-contrast text, with an outline or a background box if needed.
• Keep it clear of the app's buttons and caption, away from the bottom and right edges.
• Leave it up long enough to read twice.

Say it out loud, clearly

Your first spoken word should be the start of the hook, not a greeting. Record it at full energy, keep the music lower than your voice for the first few seconds, and make sure the very first word isn't clipped by a cut.

Write it in the language you speak

Hooks land best when they sound like you. If you speak Hindi, Spanish or a mix of languages in your videos, write the hook the same way, because a translated hook sounds stiff. ViralGrader writes its hook rewrite in the language you speak in the video.

Test your hook before you post

Watch your first two seconds on mute and ask whether a stranger would stop. Then check it properly: the hook analyzer gives you a hook score for your actual opening, the exact moment your video gets going, and a rewritten on-screen hook and opening line. Your hook also counts the most in your overall viral score.

On Instagram, Trial Reels let professional accounts show a Reel to non-followers first, a good way to test two hooks for the same video.