Hook Anatomy

A hook is the first 1-3 seconds of video (or first line of text) that creates a reason to keep consuming. It's not a summary. Not an introduction. A hook opens a loop the viewer needs closed.

Hook Patterns

These are structural patterns, not templates to copy verbatim.

Curiosity gap — implies knowledge the viewer doesn't have. "I found out why..." / "Nobody talks about this part." Works because humans are wired to close information gaps.

Pattern interrupt — visual or verbal surprise that breaks scroll autopilot. An unexpected image, a jarring first word, a scene that doesn't immediately make sense. The viewer stops to figure out what they're looking at.

Identity call-out — "If you're a [specific identity]..." Instant relevance filter. People who identify will stay; others scroll. High retention rate because the audience self-selects.

Contrarian take — "Unpopular opinion..." / challenges something the audience believes. Creates tension that needs resolution. Works best when the take is genuinely surprising, not just inflammatory.

Transformation tease — before/after implied. "I tried X for 30 days." The viewer needs to see the result. The bigger the implied gap between before and after, the stronger the hook.

Story drop — starts in the middle of action. "So there I was, standing in my boss's office, holding a pineapple." Context is missing and the viewer needs it.

Evaluating Hook Strength

Three questions:

1. Does it open a loop? If the viewer can feel satisfied after the first 3 seconds, there's no hook.
2. Could you scroll past? Be honest. If nothing about the first moment demands attention, it's weak.
3. Is the payoff implied? The viewer should have a sense of what they'll get by staying, even if the specifics are unclear.

Platform Differences

Hooks work differently by platform. Load the relevant references/platforms/{platform}.md from this skill's own directory.

Key distinction: TikTok hooks are visual + text overlay (the first frame and on-screen text do the work). Instagram Reels hooks are often spoken — the first words matter most. YouTube hooks happen before the video — the thumbnail and title ARE the hook. First 30 seconds then justify the click.

Anti-patterns

• "Hey guys, welcome back" — no open loop, no reason to stay. The viewer doesn't care about your greeting.
• Clickbait without payoff — opens a loop but never closes it, or the answer is disappointing. Erodes trust and kills long-term retention.
• Hook-content disconnect — the hook promises one thing, the content delivers another. Viewers learn not to trust you.
• Slow hooks — if the hook takes more than 3 seconds to land on short-form video, it's too slow. Every fraction of a second matters in the first moments.