Your hook has 3 seconds to stop the scroll.
After that? Game over.
But most brands waste those precious seconds with:
Slow build-ups nobody watches
Generic product shots that scream "ad"
Hooks that need the whole video to make sense
The Neuroscience of Stopping
Your audience's brain is in "filter mode" while scrolling. It's actively looking for reasons to keep moving.
To break through, you need to trigger one of three psychological stops:
🎯 Pattern Disruption Something unexpected that doesn't fit "I did not expect a skincare routine to include this..."
🎯 Personal Recognition
"Wait, that's about me" "If you're tired of your 3pm energy crash..."
🎯 Social Proof Curiosity "Why is everyone talking about this?" "The product that made 50,000 people cancel their gym membership"
An example of a successful hook from the brand Jolie.
The Hook Anatomy That Works
Framework: Problem + Unexpected Solution + Proof
"Tired of xyz? Here's what worked for me..." (shows result)
"Everyone's doing abc wrong. This changed everything..." (reveals method)
"After spending $500 on xyz, I found this $15 solution..." (shows product)
The 3-Second Test
Record yourself watching your hook with no sound. If you'd keep watching based on visuals alone, it passes.
If not? Back to the drawing board.
Pro Tip: Study your competitor's comment sections. The questions people ask reveal the hooks that actually matter to your audience.
Your hook isn't creative writing. It's pattern interruption with purpose.
An example of a successful hook from the Ramen brand Immi.
7 Proven Tips for Writing Hooks That Hit
If your hook needs work, start with these fundamentals. These aren't just creative tactics — they're performance principles:
✅ Keep It Simple and Clear
Don’t overload your viewer with ideas. A single, sharp message wins in a crowded feed. Think: “This one habit saved me 5 hours a week.”
✅ Tap Into Emotion
Emotion drives memory and action. Whether it’s curiosity, joy, frustration, or FOMO — make your viewer feel something.
✅ Create Urgency
Use time-sensitive language to compel immediate action:
"Only available today"
"Offer ends at midnight"
"Going viral right now"
✅ Sell the Benefit, Not the Feature
What’s in it for them?
Instead of: “Includes X, Y, and Z.”
Say: “Saves you 30 minutes every morning.”
✅ Leverage Social Proof
Show that people love it:
• 5-star reviews
• UGC clips
• Influencer reactions
• “Join 200,000+ people who switched…”
✅ Make It Personal
Use “you” or “I” to feel human, not corporate.
• “You’re doing this wrong…”
• “I tried everything. This worked.”
✅ Use Subtitles
Most people watch with sound off. Subtitles increase watch time, accessibility, and conversion — no matter how strong your audio is.
