WHY ARE HOOKS IMPORTANT IN VIDEO

The Art of Thumb Stopping Hooks

You. 

Yes, you with the phone in your hand, rapidly scrolling and switching between apps. 

How long has it been since you last looked up from that small screen? 

‍Let's not sugarcoat it - we're all constantly bombarded with viral content, notifications, and more distractions than a restaurant full of toddlers.

In this endlessly interesting but terribly unfocused online world, capturing someone's attention for more than a few fleeting moments is one of the biggest challenges creators and businesses face. 

And that's why mastering the art of the "hook" is absolutely crucial for anyone wanting to seriously engage an audience in our short attention span era.

What is a Hook anyway?

By definition, a hook is the part of the content that grabs your attention, convincing you to read/watch/listen.

‍A hook can be a short statement or an action you see happening on your screen, aka, a visual hook.

‍In this blog, we’re focusing on video hooks, hooks used in short-form video.

Why short-form video? You, I, and 5 billion more people on the internet watch an average of three hours of short-form video content daily.

‍Short-form videos have been hot for quite some time now and are inevitably the future of advertising. 

Large social platforms now are moving towards a video-first interface - - YouTube has shorts

• Instagram has reels

• TikTok has TikTok

• LinkedIn is also adding short videos to the site - And Elon just teased that X  might bring Vines back 

See a pattern, do you?

And why should I care again? 

Done well, a killer hook acts like a literary trap door - the second that tantalizing opener strikes a chord, the audience is helplessly tumbling in to see what you're ultimately building towards.

Their curiosity is piqued to the point where putting your content down is simply not an option anymore. 

They have to keep reading, watching, or listening to learn how the intrigue and mystery ultimately gets resolved.

In a way, it's a psychological trick of sorts to lean your audience in.

Nice, so how do I cook a perfect hook for my video, John? 

Excellent question - and if you’re still reading, I bet you’re serious about going viral and getting your message across. For you my friend, I have a special gift at the end. Now, there are a whole lot of ways you can hook your viewers' attention. I’ve listed 3 of my favorites below.

The Uncanny Combo Hook

Open with two wildly incongruous elements to pique curiosity instantly. Like frying up cash or stuffing a pie in a mailbox. The bizarre visuals demand an explanation to satisfy the "wait, what?!" reaction. But don't get too conceptual - aim for a temporary brain reboot, not total confusion. With creative finesse, these "huhnnggg?!" hooks are irresistible.

‍

The Curiosity Gap Hook

Pose an outrageously intriguing scenario that screams "UM, EXCUSE ME?!" Like ruining a burrito with a water balloon prank. The confounding premise begs for a resolution, which you tease out deliciously. Keep it plausible yet provocative for max "gotta see where this is going" energy.

‍Want more? Want to learn hooks from the best of the best? 

We curated a list of 20 best-performing hooks from big brands for you. 

Click here to get your free HOOKS guide and don’t forget to follow me at @thejohnbohan