How to Write Hooks That Stop the Scroll
On short video apps, the first two seconds decide everything. If those seconds do not give people a reason to stay, they swipe. A hook is whatever you put in those seconds to earn the rest of the video. Here is how to write better ones.
Start with the payoff, not the setup
Many videos begin with “Hi everyone, today I want to talk about…”. By the time the topic arrives, viewers are gone. Flip it around. Lead with the most interesting part: the surprising fact, the result, the question. Introductions can come later or not at all.
Five hook formulas that work
The bold claim
“This is the cheapest way to eat well.” A clear claim makes people want to check if it is true.
The question
“Why does every airport smell the same?” Questions open a loop the brain wants to close.
The number
“Three apps I delete from every new phone.” Numbers promise a short, organised video.
The mistake
“You are probably washing your face wrong.” Nobody wants to keep making a mistake.
The before and after
Show the result first, then rewind to how you got there.
Show the topic, do not only say it
Viewers often watch without sound, so the topic needs to be visible. Big text on screen helps. A text match cut is a strong option because it shows the key word clearly while adding movement. The highlighted word works as a title, and the flashing pages make it feel newsworthy.
Keep the first shot moving
A still frame looks like a photo, and photos get swiped. Some kind of motion in the first second, such as a camera move, a quick cut or an animated title, signals that something is happening.
Match the hook to the promise
A hook that tricks people into staying hurts you later. If the video does not deliver what the hook promised, viewers leave early and the app shows your next video to fewer people. Make sure the first minute pays off the first second.
Test and learn
Most apps show how many viewers stayed past the first few seconds. Try two different hooks on similar videos and compare. Small changes, such as a different first word or a different highlight, can make a big difference.
A quick checklist
- Is the topic clear within one second?
- Is there movement on screen straight away?
- Can it be understood without sound?
- Does the rest of the video deliver what the hook promised?