Short-form concepts
Hook
What is Hook?
A hook is the opening moment of a video, typically the first few seconds, that grabs a viewer's attention and gives them a reason to keep watching. It can take the form of a spoken line, an on-screen text prompt, or a visual that interrupts passive scrolling and signals what the video is about.
When you'd use it
- 1At the open of every short-form video, in the first two or three seconds.
- 2When most viewers haven't chosen to follow the account yet.
- 3When a video earns impressions but loses viewers early.
- 4When you need to signal the topic before anyone commits to watching.
Example
A skincare brand posts a 45-second tutorial that opens with ten seconds of product arrangement and a "Hey everyone, welcome back." The video gets a 22% hook rate. They recut the same footage to open on a close-up of visibly textured skin and a caption that reads "This cleared in 4 days," trimming the intro entirely. Hook rate rises to 61% with no other changes to the video.
Use cases
- 1Opening on a bold claim before any intro or logo.
- 2Leading with the most striking frame of the video.
- 3Putting an on-screen text question over the first shot.
FAQ
What is the difference between a hook and a call to action?
A hook operates at the start of the video and is aimed at the viewer who has not yet committed to watching. A call to action operates at the end (or mid-point) and is aimed at the viewer who has already watched. They address different moments in the viewing decision and serve different goals.
Make on-brand short-form video from the footage you already have.