How to write a video hook: 8 patterns that stop the scroll in one second
MaestroCut Editorial Team 3 min readPublished:
A video hook is the opening line in the first frame of a short video — it reads in half a second and makes the viewer stop scrolling. A good hook is six or seven words at most, makes sense on its own and uses a curiosity pattern: a question, a contrast, a number, a promised result or an announcement. A logo, a greeting or a slow fade from black is not a hook.
The 4 rules of a good hook
- 1Reads in half a second: six or seven words at most, no more than six per line.
- 2Stands on its own: it doesn't wait for a second line or for sound.
- 3Is concrete: not "quality service" but "your coffee is roasted here every morning".
- 4Is true: if you claim it, you can prove it — no invented numbers, no "the best".
8 hook patterns with examples
| Pattern | Example | When |
|---|---|---|
| Question | Still typing your invoices by hand? | When your audience knows the pain |
| Bold claim (if true) | 12 minutes to the sea, zero to the city. | When you have a real, measurable advantage |
| Number | 3 reasons to come for breakfast. | Lists and tip videos |
| Contrast | Everyone sells coffee. We sell mornings. | To stand out in a crowded market |
| Name / curiosity | How do you pronounce this? | New or unusually named brands |
| POV / you | POV: you found a gym that remembers your name. | Businesses that sell a feeling or an experience |
| Before / after | This used to take 3 days. | Products that show a transformation |
| Announcement | Doors open Friday. | Launches, openings, new products |
Three more by industry
- Mobile app: "Let your expenses log themselves."
- Game: "How long can you survive the neon city?"
- Clinic: "Book your appointment in 2 minutes."
Working hook examples for every sector are in the industry guides.
Openings that are not hooks
- Opening with a logo animation.
- Starting with "Hi, we're company X".
- A slow fade in from black.
- A sentence that doesn't make sense without its second line.
- Superiority claims without proof ("the best in town").
Testing your hook
- 1
Write three alternatives
Write three hooks for the same message using different patterns: a question, a promised result and a contrast.
- 2
Watch on mute
Watch the video with the sound off, on a phone, as if you were scrolling. Write down what you understood from the first frame.
- 3
Publish and compare
Publish the same video with different hooks and compare how many people stay past the first 3 seconds.
MaestroCut suggests three hook alternatives for every video; pick one and the video is rebuilt in seconds.
Frequently asked questions
How many words should a hook have?
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Six or seven at most. It has to read in half a second in the first frame and shouldn't exceed six words per line.
Where should the hook appear?
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In the first frame. Even while the opening animation plays, the main line should be readable; save the logo and brand signature for the end.
Is a question or a claim better?
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A question works when your audience knows the problem; a claim works when you have a measurable, real advantage. The best answer is to test both.
How does a hook work on mute?
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The hook is the on-screen text; music or voice-over only supports it. The text alone has to carry the message.
Sources and notes
- MaestroCut video engine copy rules (hook patterns, word limits)
- Industry hook examples: MaestroCut industry playbooks
This page was last reviewed on . Numbers come from the MaestroCut platform and industry data set and are updated as platforms change their limits.
Start with three hook options
Say what you're promoting; we'll suggest three openings in different patterns.