How long should a video hook be?

A video hook should capture attention within the first 1 to 3 seconds. On platforms like TikTok and Instagram Reels, viewers decide whether to keep watching or swipe within this window. The hook does not need to deliver your full message - it just needs to create enough curiosity or value that the viewer commits to watching the rest.

What makes a bad video hook?

The most common bad hooks include opening with a logo or intro animation, starting with 'hey guys' or a generic greeting, building up slowly before getting to the point, and beginning with context instead of the payoff. Any opening that does not immediately give the viewer a reason to stay is a bad hook. The scroll is ruthless - you get 1 to 2 seconds, not 10.

Do video hooks work differently on each platform?

The core principle is the same across platforms - stop the scroll immediately. But platform culture affects what resonates. TikTok hooks tend to be more casual and pattern-breaking. Instagram Reels hooks benefit from stronger visual quality. YouTube Shorts hooks often work best when they promise specific information. Test hooks on each platform to see what your audience responds to.

What Is a Video Hook?

A video hook is the opening 1 to 3 seconds of a video specifically designed to stop the scroll and convince the viewer to keep watching. On platforms like TikTok, Instagram Reels, and YouTube Shorts, where users swipe through an infinite feed of content, the hook is the single most important creative element in any video - it determines whether your content gets watched or gets skipped.

Why Are Video Hooks So Important?

The data makes this clear. A Facebook and Nielsen joint study found that 47% of the total value in a video campaign is delivered in the first 3 seconds. That means nearly half of a video's impact - brand recall, message retention, purchase intent - happens before most viewers have decided to commit to watching.

The same research found that 65% of people who watch the first 3 seconds will continue watching for at least 10 seconds, and 45% will keep watching for 30 seconds or more. This creates a binary outcome: if your hook works, you get meaningful watch time. If it does not, you get nothing.

On TikTok, the 3-second hold rate directly determines how the algorithm distributes your video. Videos with high hold rates get pushed to more users. Videos where people swipe away immediately get buried. The same dynamic applies to Instagram Reels, where research shows that Reels with a 3-second hold rate above 60% outperform those below 40% by 5 to 10x in total reach.

What Makes an Effective Video Hook?

The Curiosity Gap

Open with a statement that creates an information gap the viewer needs to close. "I tested posting 100 TikToks in 30 days and the results completely changed my strategy." The viewer has to keep watching to find out what happened.

The Bold Claim

Lead with a surprising or controversial statement. "Most startup marketing advice is designed to keep you small." This works because it challenges the viewer's existing beliefs and creates an emotional reaction - agreement or disagreement - that keeps them watching.

The Direct Value Promise

Tell the viewer exactly what they will get by watching. "Here are three ways to double your Instagram engagement this week." This hook works because it is specific, actionable, and time-bound. The viewer knows exactly what they will learn and can decide immediately if it is worth their time.

The Visual Pattern Interrupt

Start with something visually unexpected - a quick zoom, an unusual angle, a jarring transition, or text that appears before you start speaking. Physical movement in the first frame catches the eye in a scroll feed where most content looks the same.

The Question Hook

Open with a direct question that resonates with your audience. "Why is nobody talking about this Instagram feature?" Questions create automatic engagement because the brain wants to answer them.

Video Hook Formulas That Work

Here are specific hook formulas we have seen work consistently across platforms:

"Stop scrolling if you..." - Direct command that filters for your target audience. "Stop scrolling if you run a startup and want more organic traffic."

"The reason [common thing] is not working..." - Targets a pain point the viewer is already experiencing. "The reason your Reels are not getting views has nothing to do with the algorithm."

"I spent [time/money] on [thing] so you don't have to" - Positions you as someone who has done the work. "I spent $10,000 testing Instagram ads so you don't have to."

"[Number] [thing] you need to know about [topic]" - Listicle format promises structured, scannable value. "3 things nobody tells you about TikTok for B2B."

"Here's the [thing] that [specific result]" - Leads with a result the viewer wants. "Here's the posting schedule that tripled our LinkedIn engagement."

"Unpopular opinion: [take]" - Signals a contrarian perspective. Works because people want to see if they agree. "Unpopular opinion: you should delete half your content."

How Do You Test and Improve Video Hooks?

The A/B Test Approach

Create the same video with two different hooks and post both (spaced a few days apart). Compare 3-second hold rates and overall watch time. The hook that retains more viewers in the first 3 seconds is the winner - use that style for future content.

Study Your Analytics

On TikTok, check the audience retention graph for every video. It shows exactly where viewers drop off. If the steepest drop happens in the first 2 seconds, your hook is the problem. If retention is strong through the hook but drops at second 8, the hook works but the body content is not delivering on the hook's promise.

On Instagram Reels, track the 3-second hold rate and average watch time. On YouTube Shorts, check the audience retention chart for the same pattern.

The Swipe Test

Before posting, watch your video's first 3 seconds as if you are scrolling through a feed of content from people you do not follow. Would you stop? Be honest. If the hook does not compel even you - the person who made it - it will not compel strangers.

Common Hook Mistakes

Starting with context instead of the payoff. "So I've been thinking a lot about content strategy lately, and I wanted to share something interesting I noticed..." By the time you get to the interesting part, the viewer is gone. Lead with the interesting part.

Using generic greetings. "Hey everyone, welcome back to my channel." This tells the viewer nothing about why they should stay. It wastes the most valuable real estate in your entire video.

Burying the hook. Some creators put their strongest hook 5 to 10 seconds in. By that point, most viewers have already swiped. Move your best moment to the very first second.

Making promises you do not deliver on. Clickbait hooks that do not match the actual content destroy trust and tank completion rates. The algorithm punishes videos where people click away disappointed. Your hook should accurately represent what follows.

The hook is not the whole video, but it is the gatekeeper. A strong hook with mediocre content will still outperform great content with a weak hook because the great content never gets watched. Invest disproportionate creative energy in your opening seconds - it is the highest-leverage element in all of video marketing.