15 Best Hook Formulas for Short-Form Video (With Examples)

You spent two hours editing a video. The lighting is great, the pacing is tight, and the ending is genuinely helpful. You post it. Twelve hours later: 83 views. Meanwhile, someone else posts a shaky, poorly lit clip that opens with "Nobody talks about this, but..." and it hits 400K.

The difference is almost always the hook. Not the production quality, not the hashtags, not the posting time. The hook. Those first 2 to 3 seconds are the gatekeeper between your content and your audience. If the hook fails, everything else you built is invisible.

This article gives you 15 specific hook formulas organized into 5 categories, with real examples and copy-paste templates for each. These work across TikTok, Instagram Reels, and YouTube Shorts. Pick the ones that fit your niche, test them this week, and watch what happens to your retention.

Why the Hook Is the Only Part That Matters (At First)

Here is the brutal reality of short-form video: 65% of viewers leave within the first 3 seconds. On TikTok specifically, the algorithm measures what percentage of that initial test audience stays past the opening. If most of them scroll, TikTok stops pushing your video. The cycle ends before it begins.

According to Meta for Business (2024), 65% of people who watch the first three seconds of a video will watch for at least ten seconds, and 45% will watch for thirty seconds. This confirms that the opening moment is the highest-leverage point in any short-form video -- if you win those first seconds, the rest of the video has a fighting chance.

What is a video hook: A video hook is the opening 1-3 seconds designed to stop viewers from scrolling. It is not an introduction or summary -- it is a pattern interrupt that creates curiosity, controversy, emotional recognition, or visual surprise. The hook is the single most important element in short-form video because it determines whether the algorithm pushes your content to a wider audience.

This means every element of your video -- the pacing, the storytelling, the call to action, the carefully chosen background music -- is completely irrelevant if the viewer never gets past second two. Your hook is not an introduction. It is not a summary. It is an interrupt. Its only job is to stop the thumb from swiping up.

Think about your own scrolling behavior. You are flicking through dozens of videos per minute. The ones that make you pause share a common trait: they create an immediate gap between what you expected and what you are seeing. That gap -- whether it is curiosity, controversy, recognition, or visual surprise -- is what buys you the next 5 seconds. And those 5 seconds buy you the rest of the video.

The algorithm does not care about your total video quality until it confirms that people are actually watching. Hook rate (the percentage of viewers who stay past 3 seconds) is the first filter. Everything else is downstream.

According to TikTok for Business (2024), videos that hook viewers in the first two seconds see a 1.4x higher completion rate compared to those with slower openings. This data directly from TikTok confirms that front-loading your strongest moment is not just good advice -- it is the single highest-impact change you can make to your content strategy.

The 5 Hook Categories

Not all hooks work the same way, and the best creators do not rely on a single type. The 15 formulas below fall into 5 distinct categories, each targeting a different psychological trigger. Understanding the category helps you pick the right hook for the right video instead of forcing the same approach every time.

Curiosity Hooks

Curiosity hooks work by opening a "knowledge gap" -- a space between what the viewer currently knows and what they feel they need to know. The brain treats an open knowledge gap like an unfinished task. It nags until it gets resolved. That nagging feeling is what keeps people watching.

Best hook types for short-form video: The five most effective hook categories are curiosity hooks (opening knowledge gaps), controversy hooks (bold claims that invite debate), relatable hooks (mirroring the viewer's experience), value hooks (promising a specific result), and visual pattern interrupts (unexpected visuals that bypass conscious filtering). Rotating between 3-4 types prevents audience fatigue and keeps retention rates high.

Formula 1: "The reason [X] is not what you think"

Example: "The reason your videos get 0 views is not what you think."

This formula works because it creates cognitive dissonance. The viewer already has an explanation for why their videos underperform (bad hashtags, wrong posting time, the algorithm hates them). Telling them their explanation is wrong forces them to stay and find out what the real answer is. The key is specificity. "The reason X happens" is stronger than "Something interesting about X" because it implies a single, definitive answer waiting to be revealed.

Formula 2: "Nobody talks about this, but..."

Example: "Nobody talks about this, but TikTok shows your video to 200 people first."

This positions the information as exclusive. The viewer feels like they are about to learn something that most people miss, which triggers both curiosity and a sense of insider access. It works especially well for educational and strategy content where viewers are hungry for an edge. The "but" creates a pivot -- it signals that what comes next contradicts the status quo.

Formula 3: "I was today years old when I learned..."

Example: "I was today years old when I learned hashtags don't actually help your reach."

This triggers the "wait, really?" response. The phrasing implies the creator was shocked, which creates social proof that the information is surprising enough to be worth hearing. It also feels casual and personal rather than lecturing, which lowers viewer resistance. Use this when you have a genuinely counterintuitive fact to share.

Controversy / Bold Claim Hooks

Controversy hooks exploit one of the strongest engagement impulses humans have: the need to agree or disagree. When someone makes a bold claim, viewers stay either to validate their own opinion ("yes, finally someone said it") or to argue ("this person is completely wrong"). Both responses keep them watching, and both drive comments.

Formula 4: "Unpopular opinion: [bold statement]"

Example: "Unpopular opinion: posting 3 times a day is killing your account."

The "unpopular opinion" framing does two things. First, it prepares the viewer for something they might disagree with, which makes them curious enough to hear it out. Second, it signals self-awareness -- the creator knows this is controversial, which makes them seem more credible, not less. The statement itself needs to challenge a commonly held belief in your niche. If it is actually a popular opinion, the hook loses all power.

Formula 5: "Stop doing [common thing], here's why"

Example: "Stop using trending sounds. Here's why."

This is a direct command that targets something the viewer is probably doing right now. The immediate reaction is defensive: "Why should I stop? I thought this was helping." That defensiveness keeps them watching. The formula works best when the "common thing" is genuinely popular advice, because the contrast between what everyone says and what you are saying creates maximum tension.

Formula 6: "[Authority/common belief] is wrong about [topic]"

Example: "Every TikTok guru is wrong about hashtags."

Challenging an authority figure or a widely accepted belief is one of the highest-tension hooks available. Viewers who follow those gurus will stay to defend them. Viewers who are skeptical of gurus will stay because they feel validated. Either way, you win attention. Use this carefully -- you need to actually deliver a solid counter-argument, or you will lose trust fast.

Relatable / Emotional Hooks

These hooks work because they mirror the viewer's own experience. When someone sees their exact frustration, joy, or embarrassment reflected on screen, they feel seen. That emotional recognition is one of the fastest ways to stop a scroll. Relatable hooks also drive shares, because viewers send them to friends with "this is literally you."

Formula 7: "POV: [specific relatable scenario]"

Example: "POV: you just spent 3 hours editing a video that gets 47 views."

The POV format puts the viewer directly into the scenario. It is not describing something that happened to someone else -- it is describing something that happened to them. The more specific the scenario, the stronger the hook. "47 views" is funnier and more painful than "no views" because it is precise enough to feel real. Avoid vague POVs. The details are what make them hit.

Formula 8: "Tell me you're [X] without telling me..."

Example: "Tell me you're a content creator without telling me you cry over analytics."

This formula works because it invites the viewer into an inside joke. If they identify with the group being described, they feel a sense of belonging. The humor usually comes from exaggeration of a real pain point. It also drives massive comment engagement because people want to add their own examples. Best used in niches with strong shared experiences.

Formula 9: "The moment when [specific emotional trigger]..."

Example: "The moment when you check your views and it says 12... and 8 of them are you."

This targets a specific emotional micro-moment that the audience knows intimately. The hook does not need to go anywhere -- the recognition itself is the payoff. It works especially well when paired with a facial expression or reaction that matches the emotion. The specificity of "12 views and 8 of them are you" is what elevates this from generic to shareable.

Value / Tutorial Hooks

Value hooks promise a specific, actionable result. They work because the viewer immediately calculates the effort-to-reward ratio: "If I watch this 30-second video, I might get [desired outcome]." The clearer and more tangible the promise, the stronger the hook. These are the bread and butter of educational and how-to content.

Formula 10: "Here's how to [desired outcome] in [timeframe]"

Example: "Here's how to double your views in 7 days."

The timeframe is what separates this from a generic tip. "Double your views" alone is vague. "Double your views in 7 days" is a concrete, testable claim that the viewer can evaluate. The shorter and more specific the timeframe, the more compelling the hook. This formula works best when you can actually deliver a clear, step-by-step method. If the content does not match the hook's promise, viewers will drop off fast and leave negative comments.

Formula 11: "The [number] things I wish I knew about [topic]"

Example: "The 5 things I wish I knew before starting on TikTok."

This formula combines hindsight credibility with a numbered list. The "I wish I knew" framing implies the creator has been through the struggle and emerged with wisdom -- which positions them as someone worth listening to. The number gives the viewer a clear expectation of what they will get. Keep the number between 3 and 7 for short-form. Anything higher feels like too much commitment for a quick video.

Formula 12: "This one trick changed my [X] forever"

Example: "This one trick changed my hook rate from 20% to 65%."

The power of this formula is in "one trick." It implies that a single, simple change produced a dramatic result. Viewers love the idea that one adjustment can solve a big problem. The before-and-after numbers add credibility. "Changed my hook rate" is decent. "Changed my hook rate from 20% to 65%" is much stronger because it gives the viewer concrete evidence that the trick actually works. Always include real numbers when possible.

Visual Pattern Interrupt Hooks

These hooks work without words. They rely on pure visual disruption to break the scrolling pattern. In a feed full of talking heads and text overlays, something visually unexpected grabs attention before the conscious mind even processes what it is seeing. These are especially effective for creators who are not comfortable with on-camera speaking or who work in visual niches like cooking, fitness, art, or fashion.

Formula 13: Start mid-action (no intro, no setup)

Jump straight into the most visually interesting moment. No "hey guys," no title card, no establishing shot. If you are cooking, start with oil sizzling in the pan. If you are doing a workout, start mid-rep at the hardest point. If you are painting, start with the brush hitting the canvas. The viewer lands in the middle of something happening, and the instinct is to stay and figure out what is going on. The first frame of your video should already contain movement and visual interest.

Formula 14: "Before and after" reveal

Show the result first, then cut to the starting point. This is the opposite of how most people structure transformations. By leading with the impressive end result -- the finished painting, the renovated room, the body transformation -- you create a loop. The viewer needs to understand how that result was achieved, so they keep watching. The contrast between the polished result and the messy starting point creates visual tension that holds attention through the entire process.

Formula 15: The unexpected scene change

Start in one visual context, then immediately cut to something completely different. Open in a boardroom, cut to a beach. Start filming your face up close, then pull back to reveal you are standing on a cliff. Begin with a calm, static shot, then smash-cut to chaos. The visual whiplash forces the brain to recalibrate, and that recalibration window is 2 to 3 seconds of guaranteed attention. This technique works best when the scene change is thematically connected to your message, even if the connection only becomes clear later.

How to Test Which Hooks Work for YOU

Knowing 15 hook formulas is useful. Knowing which 3 or 4 work best for your specific audience is what actually grows your account. Here is how to figure that out systematically:

A/B test with the same content. Create two versions of the same video with different hooks. Post them a few days apart (or on different platforms). Compare the hook rate -- the percentage of viewers who watch past 3 seconds. TikTok shows this in your analytics as the retention graph. If version A retains 55% at 3 seconds and version B retains 38%, the hook is the variable that made the difference.

Track your hook rate over time. Most creators look at total views or likes. Start paying attention to the 3-second retention number instead. A video with 10,000 views and 40% retention at 3 seconds had a weaker hook than a video with 5,000 views and 70% retention. The second video had a better hook but might have lost people later due to pacing or content issues. Separating hook performance from overall performance helps you diagnose problems accurately.

According to Vidyard's Video Benchmarks Report (2024), the average retention rate for videos under 60 seconds is 53%, but top-performing short-form videos achieve 70%+ retention by front-loading their strongest visual or statement. This gap between average and top performers is almost entirely explained by hook quality.

Use AI to score your hook before posting. The Go Viral app analyzes your video's opening and gives you an objective hook score before you publish. Instead of guessing whether your opening is strong enough, you get specific feedback on what is working and what is not. This eliminates the "post and pray" cycle and lets you iterate on the hook before wasting a post on a weak opener.

Build a hook swipe file. Every time a video stops your own scroll, screenshot or save it. Write down what the hook was and why it worked on you. After a month, you will have a collection of proven hooks that you can adapt for your own content. The best creators are collectors of attention patterns. They study what works on them as viewers and reverse-engineer it as creators.

Hook Mistakes That Kill Your Reach

Knowing what works is half the equation. The other half is eliminating the mistakes that are actively sabotaging your retention. These are the most common hook killers, ranked roughly by how much damage they do:

Starting with "Hey guys, so today I wanted to talk about..." This is the single most destructive opening in short-form video. It kills roughly 70% of your potential viewers. It signals that nothing interesting is about to happen. The viewer's brain processes it as "this person is about to ramble" and the thumb swipes up before the sentence even finishes. Never open with a greeting. Start with the hook.

Logo animations or intro sequences. If you have a 3-second branded intro before your content starts, you are burning your entire hook window on something the viewer does not care about. Branded intros work on YouTube long-form where viewers are already committed. On TikTok, Reels, and Shorts, they are scroll triggers. Kill your intro. Start with content.

Slowly building up to the point. "So I have been thinking about something lately, and I think it is really important, and I want to share it with you..." By the time you get to the actual hook, the viewer is gone. Front-load the most compelling part. You can always add context after you have secured their attention.

Repeating the same hook formula every video. If every one of your videos starts with "Unpopular opinion," your regular viewers will stop being surprised by it. Hook formulas have diminishing returns when overused. Rotate through different categories. If your last 3 videos used curiosity hooks, try a controversy hook or a visual pattern interrupt next.

Front-loading your best content with a weak opening sentence. Some creators have incredible insights buried 10 seconds into the video, hidden behind a weak or generic opener. The fix is simple: take your most surprising or valuable sentence and move it to the very beginning. The structure should be: best moment first, context second, details third.

Common video hook mistakes: The five biggest hook killers are starting with greetings ("Hey guys"), using logo intros or branded animations, slowly building up to the point, repeating the same hook formula on every video, and burying your strongest moment after a weak opening. Eliminating just the first two mistakes can improve 3-second retention by 20-40%.

Bottom Line

The best hook is not the cleverest. It is not the most creative or the most complex. It is the one that stops the scroll for your specific audience. A curiosity hook might crush it in an educational niche and fall flat in a comedy niche. A visual pattern interrupt might dominate fitness content but feel out of place in business advice.

Start with these 15 formulas. Pick 3 or 4 that feel natural for your content type. Test them across your next 10 to 15 videos and actually track the 3-second retention data. Throw out the ones that underperform. Double down on the ones that work. Then start combining elements -- a curiosity hook with a visual pattern interrupt, a bold claim with a relatable scenario.

The creators who master hooks do not do it by accident. They study, test, iterate, and let data guide their decisions. Your next viral video is probably one strong hook away from happening.