Hook
The opening seconds of a video designed to retain a viewer past the first decision point.
A hook is the opening unit of any video — typically the first sentence and shot for short-form, or the first 15–30 seconds for long-form. Its sole job is to retain the viewer past the moment they would otherwise swipe or click away.
Modern hooks combine three elements: a pattern interrupt to stop the scroll, a clear promise of what the video will deliver, and a curiosity gap that the viewer must stay to resolve.
Hooks differ from intros: an intro is branded or templated, a hook is purpose-built for retention.
Why it matters
Hooks are the single biggest lever in creator analytics. Every meaningful uplift in channel growth in the last three years has come from creators who treat the hook as a discipline, not an instinct.
How to improve it
- 01Write 5 hooks per script and pick the strongest.
- 02Cut the intro. The hook IS the intro.
- 03Open with a verb or a number, not a greeting.
See your own hook in seconds.
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Related terms
Percent of impressions that keep watching past the first 3 seconds.
An opening line or shot statistically likely to retain viewers past the first scroll decision.
The opening 0–3 second window where short-form viewers decide to stay or swipe.
A sudden visual or audio break that re-grabs attention before the viewer drifts.