Short-form hooks

A hook is the first second or two of a short-form video — the line or moment that decides whether someone keeps watching or keeps scrolling. On TikTok, Reels and Shorts, almost all of your reach is won or lost right here: if the hook doesn't land, the rest of the video never gets seen.

Most videos that pop off use one of a handful of repeatable hook patterns. Here are the common ones — what each is, why it works, and an example you can borrow.