What a hook is
A hook is everything in the first few seconds that gives a scrolling viewer a reason to stop. It usually has three layers: what they see (movement, a face, a surprising image), what they hear (your first line) and what they read (the text on screen). The strongest openings line all three up behind one clear promise.
Why the first seconds matter most
Every short-form app shows a stream of videos and lets people leave with one swipe. YouTube Studio shows exactly how many viewers swiped away from each Short. Instagram's most important signal is watch time. TikTok weighs whether people watch to the end. All of it starts with the opening. That's why the hook counts for the most in your viral score.
Hook patterns that work
Most strong hooks are a version of one of these:
- Result first: "I went from 200 to 20,000 followers. Here's the one change."
- Mistake: "Stop putting your text here."
- Curiosity gap: "Nobody tells you this about renting your first flat."
- Contrarian: "You don't need a better camera."
- Direct call-out: "If you post Reels and get under 500 views, watch this."
- Number: "3 settings that make your phone videos look expensive."
Hook mistakes we flag most
Starting with "hey guys" or your name. A logo or title card before anything happens. Text that appears two seconds in, or sits under the app's buttons. A first word that's quieter than the music. Saving the interesting part for the end. Each of these shows up in your report with the exact time and the fix.
For a dozen hook formulas with examples, read how to write a hook for Reels, Shorts and TikTok.