How to Write a Hook for a TikTok Video

Your TikTok video’s fate is decided in less than three seconds. That’s how long you have to stop someone from swiping past your content and onto the next. A strong, attention-grabbing hook isn’t just a nice-to-have, it's the single most important factor that determines whether your video gets seen by ten people or ten million. This guide will give you actionable formulas, strategies, and examples to start writing irresistible hooks that keep viewers watching.

Why the First 3 Seconds Is Everything

On TikTok, the "For You" Page (FYP) is a lightning-fast battlefield for attention. The algorithm pays very close attention to how users interact with your content in the initial moments. When a viewer watches your video past the first few seconds, or better yet, watches it all the way through, it sends a powerful signal to TikTok: "This is good content. Show it to more people."

This is what’s known as a high retention rate, and a great hook is your first line of defense against a viewer dropping off. Think of it like a gatekeeper. If you can’t get your audience past the hook, all the value, humor, or entertainment in the rest of your video goes to waste. Before you spend hours editing, picking the perfect song, or writing a detailed caption, your focus must be on crafting an opening that is impossible to ignore.

Proven Hook Formulas to Captivate Your Audience

The best way to learn how to write great hooks is to start with proven formulas. Don't think of these as rigid rules, but as starting points you can adapt to your own niche and style. Here are some of the most effective hook types you can use today.

1. The Problem/Solution Hook

This is one of the most powerful hooks because it speaks directly to a viewer's pain point and promises a resolution. You immediately identify a problem they have and position your video as the solution they’ve been searching for.

• Structure: "If you struggle with [common problem], you need to try this..." or "Stop doing [common mistake] and do this instead."
• Example (Skincare): "If your makeup is still looking cakey after you try everything, you’re almost certainly missing this one step."
• Example (Productivity): "Stop using your calendar to manage your to-do list. Here’s a system that actually works."

2. The Curiosity Gap or "Big Reveal" Hook

This hook works by teasing valuable information without giving it all away immediately. It creates a "curiosity gap" that humans feel a natural compulsion to fill. The viewer needs to know the answer, so they keep watching.

• Structure: "The one thing that completely changed my [life/business/skincare routine]..." or "Here's the secret to [achieving a desired outcome] that nobody is talking about."
• Example (Finance): "Here’s the single best piece of financial advice I received in my 20s."
• Example (Cooking): "The secret to perfectly crispy roasted potatoes isn't the oil. It’s this."

3. The Controversial or "Unpopular Opinion" Hook

Nothing grabs attention like a bold, controversial statement that goes against common wisdom. People will either strongly agree or vehemently disagree, but either way, they’re likely to stick around to hear your justification (and maybe argue in the comments, which boosts engagement!)

• Structure: "[Commonly accepted belief] is actually terrible for you. Here’s why."
• Example (Marketing): "Your morning routine is actually killing your productivity."
• Example (Fitness): "Stop doing crunches if you want defined abs. They don't work and this is what you should do instead."

4. The Question Hook

Asking a direct question immediately involves the viewer. It forces them to think and, subconsciously, to answer in their head. This makes them an active participant in your content right from the start.

• Structure: "Did you know that..." or "What if I told you that [surprising fact]?"
• Example (Travel): "Did you know there's a place in Italy where you can buy a house for just one euro?"
• Example (Tech): "Is your iPhone feeling slow? What if I told you there are three settings you can change right now to fix it?"

5. The List or Countdown Hook

People love lists. They’re easy to digest and promise a clear, structured flow of information. By starting with a number, you set expectations for the viewer and give them a reason to watch until the end, especially if you number them in reverse (e.g., from 3 to 1).

• Structure: "[Number] mistakes you’re making with [topic]" or "Here are [number] things I wish I knew earlier about [topic]."
• Example (Small Business): "Here are the top 3 tools I use to run my entire business for less than $50 a month."
• Example (Life Hacks): "5 things in your house you’ve been cleaning wrong your whole life."

6. The Visual Hook

Sometimes, the hook isn't what you say - it's what you show. A shocking, surprising, satisfying, or unusual visual can stop a scroll instantly, often more effectively than words alone.

• Strategy: Start with the "after" shot in a before-and-after video. Show a beautiful plate of food before showing the recipe. Begin with a quick, jarring movement or a visually stunning landscape.
• Example: A satisfying clip of a dirty rug being power washed, followed by text on screen: “You won’t believe how we got this looking brand new.”
• Example: An artist immediately throwing a bucket of paint at a canvas, with text that reads: “Trust the process…”

Crafting Your Hook: Beyond the Formulas

Once you’re comfortable with the formulas, you can start blending them and developing your own unique style. Here are a few universal principles to keep in mind.

Get Straight to the Point

This is the golden rule. Cut out all filler words from the beginning of your videos. Do not start with "Hey guys," "Welcome back," or "So today I'm going to talk about..." Your first word should be part of the hook itself. Edit ruthlessly to remove any moment of hesitation or preamble. Every fraction of a second counts.

Use Both On-Screen Text and Voiceover

Reinforce your message by putting your hook directly on screen as text while you say it in a voiceover. This makes your content accessible to people watching without sound and hammers the point home for those who are listening. Use a clear, bold font that is easy to read in a split second.

Address Your Audience Directly

Make your ideal viewer feel like you’re talking directly to them. Instead of saying, “Here’s how one can improve their content strategy,” say, “Are you struggling to come up with content ideas?” Or call out your audience directly: “Attention all plant lovers,” or “If you’re a small business owner, listen up.” This personalization creates an instant connection.

Study What’s Already Working

Don't just consume TikTok content - analyze it. When a video makes you stop and watch, dissect the opening. What did the creator say? What did they show? What text was on the screen? Keep a running list of hooks that captured your attention and think about how you can adapt them for your own content. Pay close attention to trending formats and sounds, as they often come with a built-in hook that audiences are already conditioned to recognize.

Final Thoughts

At its heart, a great hook makes a clear promise to the viewer about what they'll gain by watching your video. Whether it's learning a skill, being entertained, or discovering something new, mastering the art of the hook is the most reliable path to growing on TikTok. Experiment with these formulas, analyze what works for your audience, and never forget the power of those first three seconds.

We know that creating a steady stream of engaging video content - and testing hundreds of different hooks to see what works - can be incredibly demanding. That’s why we designed our platform to be video-first from the ground up. With Postbase, you can see your entire content strategy on a clean, visual calendar and schedule your TikToks, Reels, and Shorts all at once. It helps you get your time back, so you can focus less on administrative work and more on what really matters: creating killer content that stops the scroll.