A hook is the opening line or shot that makes someone stop scrolling. Here are five types that work on Reels, TikTok and Shorts, with example openers.
1. Shocking truth hook
Purpose: grab attention with a surprising or unexpected fact.
Good for: science, trivia, myth-busting, marketing education.
Examples: "Did you know one bubble tea has as much sugar as ten sugar cubes?" / "90% of people use this feature wrong."
2. Relatable hook
Purpose: create a "that's so me" moment.
Good for: lifestyle, comedy, everyday feelings, office life.
Examples: "Do you do this too…?" / "When I thought I'd finally leave work on time…" / "Raise your hand if you've edited video until 3 a.m."
3. Problem-solving hook
Purpose: name a common problem and promise a solution.
Good for: tutorials, practical tips, life hacks, knowledge content.
Examples: "How to make an eye-catching Reels cover fast: one trick." / "Blurry video? Here's how to fix it."
4. Negative hook
Purpose: use a warning or a "don't do this" angle to trigger curiosity.
Good for: mistakes to avoid, professional advice, cautionary content.
Examples: "Never edit your video like this: the most common beginner mistake." / "These three color grading habits are ruining your footage."
5. Expert-based hook
Purpose: build trust through experience or a professional role.
Good for: tutorials, consulting, professional services, personal branding.
Examples: "As a professional editor, these are the three shortcuts I use most." / "I've edited for over a hundred clients. Here's what I learned."
Which hook should you use?
| Hook | Use it when | Feeling |
|---|---|---|
| Shocking truth | You want attention and watch time | Surprise, curiosity |
| Relatable | You want viewers to feel understood | Recognition, humor |
| Problem-solving | Tutorials and tips | Useful, reassuring |
| Negative | Helping viewers avoid mistakes | Alert, caution |
| Expert-based | Building a professional image | Trust, respect |
