Social media platforms judge your video on one metric above all: did people keep watching? And that's decided almost entirely in the first three seconds. Master the hook, and the same video can get 10x the views.
What a hook actually is
A hook is the first thing viewers see and hear — the opening line, the first frame, the on-screen text. Its only job is to create an open loop: a question or tension the viewer can only resolve by watching on.
12 hook formulas that work for small businesses
- 1. The bold claim: "This is the best ___ in [city], and I'll prove it."
- 2. The mistake: "You're probably doing ___ wrong."
- 3. The secret: "Nobody tells you this about ___."
- 4. The price anchor: "Here's what $___ actually gets you."
- 5. The POV: "POV: you finally found a ___ that ___."
- 6. The countdown: "3 signs you need a new ___."
- 7. The callout: "If you're a [homeowner / bride / new parent], stop scrolling."
- 8. The before frame: open on the 'before' — the reveal only comes at the end.
- 9. The controversy (mild): "Unpopular opinion from a [dentist/realtor/trainer]:"
- 10. The question: "Ever wondered why ___ costs so much?"
- 11. The time promise: "How to ___ in under 10 minutes."
- 12. The visual hook: say nothing — open on the most satisfying or surprising shot you have.
Rules that apply to every hook
- Put the hook as on-screen text too — most people watch muted first
- Never open with your logo or "Hey guys, welcome back" — that's an exit sign
- Deliver on the promise fast; clickbait that doesn't pay off kills watch time
- Film 2–3 alternate hooks for your best videos and test them
Hooks are baked into every script and edit we deliver. Get a free quote →