On TikTok and Reels, you have 5 seconds before the scroll. Here are the 4 hook types that stop thumbs — and how to write them every time.
TikTok gives you 5 seconds. Reels gives you maybe 3. After that, the thumb moves on and the algorithm notes the drop.
Every short-form script lives or dies by its opening line. Here are the 4 hook types that actually stop the scroll — and how to write one every time.
Most creators open with context. They say who they are, what the video is about, or why they made it. That's the wrong order.
The viewer doesn't care about context yet. They care about themselves — their problem, their curiosity, their desire to be entertained. A hook earns attention by being about them first, you second.
The fix: lead with the payoff, not the setup.
Make a statement that sounds surprising or counterintuitive. The brain can't scroll past something it wants to disprove or confirm.
Formula: "[Common belief] is wrong. Here's what actually works."
Examples:
The key: the claim has to be specific enough to feel credible and surprising enough to create tension. Vague bold claims ("everything you know is wrong") don't work anymore.
Ask a question the viewer is already asking themselves. Make it feel like you read their mind.
Formula: "Have you ever wondered why [thing they've experienced]?"
Examples:
Questions work because the brain automatically tries to answer them. While it's computing the answer, it's watching your video.
Tell them just enough to make not knowing feel uncomfortable. Tease the answer without giving it.
Formula: "There's a [thing] that [result] — and most people have never heard of it."
Examples:
The curiosity gap is the oldest trick in media for a reason: it works. Just make sure the video delivers what the hook promises, or you'll tank your completion rate.
Tell them exactly what they're about to learn and make it sound fast and worth it.
Formula: "In [short timeframe], I'll show you [specific outcome]."
Examples:
This hook works because it respects the viewer's time. They know exactly what they're getting and how long it'll take. Low commitment, clear value.
On TikTok and Reels, the first frame is also part of your hook. Before anyone hears your words, they see your thumbnail frame.
A talking head on a plain background competes with thousands of other talking heads. Consider:
The spoken hook and visual hook should reinforce each other, not repeat each other.
Every short-form script starts with one job: buy the next 5 seconds. Use a bold claim, a direct question, a curiosity gap, or a value promise — whichever fits the content. Keep it under 20 words. Make it about the viewer, not you.
Nail the hook and the rest of the script has a fighting chance.