On short-form platforms viewers decide whether to keep watching **within the first few seconds**. The hook is what you put there: show the strongest moment first (a cold open), ask a question, or reveal the result and leave the process for later. It is the opposite of opening with a greeting and a channel intro.
Common types: **result first** ("this one change 10×'d my views"), **question / provocation** ("why won't anyone tell you this?"), **curiosity gap** (delay the answer on purpose), and **pattern interrupt** (a sudden cut or sound that stops the scroll).
The body must deliver what the hook promised. An exaggerated hook raises clicks but lowers **retention**, which hurts recommendations too.
When to use
Use it when deciding the opening of Shorts, Reels or ad videos. After editing, try moving the most impactful 3 seconds to the very front.