Glossary
Hook
The very first seconds of a video, built to stop the thumb scrolling through the feed.
In a Reels or TikTok feed, people decide in an instant whether to stay or move on. The hook is what makes them stay: a question, a promise, a surprising image, a line that contradicts a common belief.
A good hook announces what the video will give without giving it away at once. It also works with the sound off: a big title on screen from the very first frame.
The test: if the video stopped right after the hook, would you want to know what comes next? If not, rewrite it before touching anything else.
“You’ve been stretching your hamstrings wrong for years”: a physiotherapist opens with that, then shows the right move.