You. 

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

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

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

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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. 

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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.

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

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

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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.

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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? 

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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.

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

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

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

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

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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

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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.

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The Curiosity Gap Hook

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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.

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

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

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

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