7 Hook Types That Stop the Scroll
The first 3 seconds decides everything. These are the 7 hook formulas that consistently outperform — with real example lines you can adapt today.
Hook 01
The Confession
Vulnerability disarms skepticism. A founder admitting struggle is more believable than one claiming success.
"I almost shut this brand down 3 times."
Template: "I almost [negative outcome] [timeframe]."
Scroll-stop9/10
Hook 02
The Contrarian
Disagreeing with common advice creates instant pattern interrupt. The viewer has to hear why you're wrong.
"Stop A/B testing your ads. Here's why it's killing your account."
Template: "Stop [common advice]. Here's what to do instead."
Scroll-stop8.5/10
Hook 03
The Proof Bomb
Specific numbers trigger curiosity. The more precise, the more credible. "£6,300" beats "great results" every time.
"We spent £963 yesterday and made £6,300. Here's what we did."
Template: "We spent [amount] and made [amount]. Here's exactly what we did."
Scroll-stop9.5/10
Hook 04
The Open Loop
The human brain cannot tolerate unresolved tension. An open loop forces the viewer to stay until it closes.
"Most brands never figure this out. And it costs them everything."
Template: "Most [audience] never figure out [thing]. And it costs them [consequence]."
Scroll-stop8/10
Hook 05
The Empathy Hook
Describing a pain with precision makes the viewer feel understood. Trust precedes purchase.
"If your CPAs keep rising no matter what you change, this is why."
Template: "If [specific frustrating situation], this is why."
Scroll-stop8.2/10
Hook 06
The Direct Address
Calling out a specific audience triggers an identity response. "That's me" is the most powerful scroll-stopper.
"If you sell supplements on Meta and you're not doing this, you're leaving money on the table."
Template: "If you [specific identity/action] and you're not doing [thing], you're [consequence]."
Scroll-stop8.8/10
Hook 07
The Story Start
Humans are wired for narrative. A story in progress creates immediate forward momentum.
"Six months ago this brand was about to pull the plug on Meta. Now it's their biggest channel."
Template: "[Timeframe] ago, [character] was [struggling situation]. Now [transformation]."
Scroll-stop8.7/10
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