Your video needs a hook. No, seriously. Your video needs a hook if you have any dreams of maximizing your video’s reach, much less going viral.
Whether it’s TikTok, Instagram Reels, or YouTube Shorts, your video only has 1-3 seconds (sometimes less) to grab your viewer’s attention and keep them on your video. So how do you do that? You hook them!
While your content strategy will vary depending on the type of content you create, it’s always wise to include as many different hooks as possible. Let’s talk about three types of hooks!
Visual Hooks: Visual hooks are actions that happen on screen at the very beginning of a video. Visual hooks rely on movement. It doesn’t have to be tons of movement; even small movements like walking into frame or setting your phone down will usually do the trick. Since all short-form videos are inherently visual, every video can—and should—include a visual hook regardless if you are speaking on camera, doing a trend, dancing, cooking, etc. (the possibilities are endless!). Visual hooks are effective because they disrupt the brain and encourage people to stay on a video longer than they otherwise would, thus promoting your video in the algorithm and increasing the likelihood that your video will be seen by more people.
Examples:
- Walk into frame
- Jump into frame
- Set your phone down
- Throw something
- Catch something
- Eat something
- Drop something
- Sit down
- Stand up
- Make a hand gesture (i.e.; peace sign or thumbs up)
- Dance!
Verbal Hooks: Verbal hooks are what you say at the very beginning of a video. Verbal hooks are important to includein videos in which you speak. This applies if you are talking to the camera or if you are doing a voiceover. Say something to grab your viewer’s attention! Think of the most interesting or surprising part of your story. Start there!
Examples:
Is it just more or does ___
Here is how ___ lead to ___
Stop doing ___, instead, do ___
Today, I messed up ___
Something CRAZY just happened ___
I just lost ___ and here’s why
Is it just more or does ___
I bet you didn’t know ___
Here’s the ULTIMATE guide for ___
If you ___, then listen up!
Things I wish I knew before ___
Why is nobody talking about ___
There is nothing more painful than ___
This might be controversial, but ___
Somebody called me stupid ___
This is [topic] explained for ___
You won’t believe this
WHAT JUST HAPPENED
If you’re struggling to ___, then
This feels illegal to know
I wish I knew this sooner
Text Hooks: Text Hooks are the on-screen text that viewers will see for the first 3-5 seconds of your video. Ideally, text hooks are not a rehash of the verbal hook. You want to highlight a different aspect of your video that will further attract people and encourage them to stay on your video. If possible, the text hook should be placed centered near the top of the screen. This is the natural place where most viewers first look when watching a short-form video. If the verbal hook is the catchiest part of your story then think of the text hook as the main topic. These hooks serve two different purposes and expand the reasons why someone would watch your video.
Examples:
| Verbal Hook | Text Hook |
| I fell down the stairs | My Hip Replacement Journey |
| My kitchen is on fire | Blackened Chicken Recipe |
| I was covered in gasoline | How to Save Money at the Gas Pump |
| This feels illegal to know | Chipotle Ordering Hack |
| I pooped my pants at Costco | Ranking the Best Box Store Bathrooms |
When it comes to short-form video, there isn’t a one-size fits all approach to hooks. By trying out different styles of hooks, it gets easier to learn what works for the platform, your style, and your audience. As always, the best strategy for incorporating hooks into your content is to play with it. See what works. See what doesn’t. And go from there!
written by Dr. Trevor Boffone, Social Media Manager & Strategist at Fun Love Media
