On Reels, TikTok and Shorts, people decide whether to keep watching almost immediately. The first three seconds carry more weight than the rest of the video combined, because a viewer who leaves never sees the good part.
A hook has three layers
- What they hear. The first spoken line.
- What they read. The title or caption on screen.
- What they see. Movement, a face, a change of scene in the first frame.
When all three point at the same promise, the hook lands. When the spoken line says one thing and the text says another, people get confused and scroll.
Five hook types that hold attention
The callout. Name the viewer. "If you run a dental clinic, this one is for you." People stop for things that are about them.
The number. "Three signs your filler is wearing off." Numbers set an expectation and a finish line.
The contrarian line. "Posting every day is hurting your channel." A claim that pushes against common advice creates tension the video has to resolve.
The result first. Show the after, then explain how you got there. Before and after content works because the payoff is visible from frame one.
The open question. Ask the question your buyer types into Google. "How much should a coach charge?" Then answer it.
How an editor builds a hook from your footage
You rarely need to reshoot. The best opening line is often somewhere in the middle of the take, said with more energy the second time. An editor's job is to find it, move it to the front, add a title that sharpens it, and open on a frame with movement or a strong expression.
For one plastic surgeon we work with, rating and yes-or-no formats became a signature because the hook is built into the format itself: a celebrity photo and a question. Across 15 reels those videos passed 4.1 million views. You can read how in our case studies.
Three mistakes that kill a hook
- Starting with a greeting or your name. Save the introduction for later, or skip it.
- A slow first frame, like a logo, a black screen or you settling into the chair.
- A title that promises something the video never delivers. People feel tricked and the algorithm notices.
Test hooks the cheap way
Cut two versions of the same short with different openings and post them a week apart. Compare how many people watched past three seconds. Over a month you will learn which hook types fit your audience.
Want hooks written and tested for you every week? Let's talk.