Video What a Hook Does advice has gotten complicated with all the outdated tips and platform changes flying around. Here’s what actually works in 2026.
First second determines if anyone watches. That’s not an exaggeration. Hooks are everything in short-form content.
What a Hook Does
Stops the scroll. Creates curiosity. Makes a promise (that you better deliver on). All in about one second of screen time.
People are scrolling fast. You have to give them a reason to stop immediately.
Types That Work
Controversy or hot take – “Nobody talks about this…” Works if you back it up.
Curiosity gap – “What I found when I…” The incomplete thought makes people want the answer.
Visual hook – Something weird, unexpected, or visually striking in frame one.
Direct address – “If you’re struggling with X, watch this.” Speaks to specific audience.
What Doesn’t Work
“Hey guys, so today I wanted to…” Already scrolled past. Start with the interesting part.
Long intros, logos, explanations. Save those for after you’ve earned attention.
The Double Hook
Visual hook AND text hook together. Something interesting on screen plus text overlay that creates curiosity. Two chances to stop the scroll.
Testing Hooks
Same content, different hooks – see which performs better. The hook is often what makes or breaks a video, not the content itself.
Watch your retention graphs. If everyone drops off at second two, your hook isn’t working.
