The first seconds of a short-form video have one job: earn enough curiosity for the viewer to stay. A good hook does not need to be loud; it needs to be specific.
Hook 1 — The problem
Start with the frustration your audience already recognizes: “If your morning routine always feels rushed, try this.”
Hook 2 — The discovery
Use curiosity: “I finally understand why everyone keeps talking about this.”
Hook 3 — The before and after
Show the outcome first, then explain the steps that created it.
Hook 4 — The comparison
Put two options side by side and explain which one fits a particular need.
Hook 5 — The honest opinion
“I wanted to dislike this, but…” creates an open loop without sounding like a traditional advertisement.
Hook 6 — The routine
Show the product inside a normal day. This works particularly well for lifestyle and wellness products.
Hook 7 — The quick demo
Let the product perform immediately. Demonstration can be stronger than explanation.
Use these notes as a starting point, then shape the creative around your audience, product and campaign goal.