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25 Video Hook Formulas That Stop the Scroll in the First 3 Seconds

Proven hook formulas for TikTok, Reels, YouTube Shorts and LinkedIn video, with examples you can adapt, plus how to deliver a hook so it actually lands.

By the Cue team · · 2 min read

In this guide
  1. Curiosity hooks
  2. Problem hooks
  3. Value hooks
  4. Contrarian hooks
  5. Story hooks
  6. Direct hooks
  7. How to deliver a hook
  8. Write ten, record three
  9. Pair the hook with a payoff
  10. FAQ

On short-form platforms, most viewers decide within a couple of seconds whether to keep watching. Your hook is not the intro; it is the video's first job. Here are 25 formulas, grouped by what they do.

Curiosity hooks

  1. "Nobody tells you this about ___." Example: "Nobody tells you this about your first job."
  2. "I tried ___ for 30 days. Here's what happened."
  3. "This is the ___ that changed how I ___."
  4. "Stop doing ___. Do this instead."
  5. "The real reason ___ (isn't what you think)."

Problem hooks

  1. "If you ___, this is for you." Example: "If you freeze on camera, this is for you."
  2. "You're not bad at ___. You're doing ___."
  3. "Why your ___ isn't working."
  4. "The mistake I made for ___ years."
  5. "Here's why you ___ (and how to fix it)."

Value hooks

  1. "3 ___ in 30 seconds."
  2. "How to ___ without ___." Example: "How to film a video without memorising it."
  3. "Steal my ___." Example: "Steal my exact script template."
  4. "The ___ I wish I knew at ___."
  5. "Save this for your next ___."

Contrarian hooks

  1. "Unpopular opinion: ___."
  2. "Everyone says ___. They're wrong."
  3. "___ is overrated. Here's what matters."

Story hooks

  1. "Last week, ___ happened."
  2. "I almost ___. Then ___."
  3. "My ___ said something that stuck with me."

Direct hooks

  1. "Here's exactly how I ___."
  2. "Watch this before you ___."
  3. "POV: you finally ___."
  4. A number first: "92% of ___." (Use real, sourced numbers.)

How to deliver a hook

A great hook delivered flatly still fails. Delivery tips:

  • Start mid-energy. No "Hey guys, so today…" Start with the hook itself.
  • Look straight into the lens for the whole hook. Put it at the top of your prompter so your eyes are next to the camera.
  • Pause for half a beat after it. Mark it: [pause].
  • Emphasise one word. "Nobody tells you this."
  • Match the on-screen text word for word.

Write ten, record three

Hooks are cheap to write. For every video, write ten, pick the best three, and record all three as separate takes. With a teleprompter this takes a minute: put the three hooks at the top of the script and repeat the body once. Then test different hooks on different platforms.

Pair the hook with a payoff

A hook is a promise. If the video does not deliver on it quickly, viewers leave and platforms notice. Deliver the first bit of value within the first 10 seconds.

For the full structure after the hook, see short-form script templates.

Frequently asked questions

How long should a video hook be?

One sentence, usually under three seconds of speech. Roughly five to twelve words.

Should the hook be spoken or on screen?

Both works best. Say the hook out loud and show it as on-screen text, since many people watch with sound off.

Can I reuse the same hook formula?

Yes. Formulas are templates, not lines. Rotate a handful and test which your audience responds to.

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