How to Create TikTok Hooks That Go Viral

Published on 28.06.2026 by Chizoba T

TikTok has transformed the social media landscape, prompting other platforms to adopt this content format. That means the platform can be a great choice for increasing online visibility and reaching your target audience. However, with close to 30 million videos uploaded to TikTok every day, the competition on the platform can be stiff.

To gain the desired results on TikTok, you need to understand how to create outstanding TikTok videos and have a TikTok growth blueprint. One feature that will help you make videos that drive the desired result is starting with a hook. In this article, we look at the role of a great hook in TikTok videos.

What is a Hook in TikTok Videos?

A hook is a crucial element in the first one to three seconds of a video, designed to stop users from scrolling and compel them to watch. It’s not only attention-grabbing but also promises kind values to viewers, using visual, textual, or verbal elements that stir curiosity and compel users to watch the video.

A TikTok hook acts as a video headline and should be short, evocative, and attention-grabbing. It’s supposed to set the tone for the rest of your video. By adding an engaging hook, you can increase viewer retention and keep your audience watching for longer. It can, therefore, be a great tool for B2B brands using TikTok to drive sales.

A video hook can take different forms, such as a bold statement, a question, a visual, or a surprising statistic. The goal is to ensure that the viewers understand what they will gain by watching the video. For instance, when creating a video on baking a cake, you can start by showing the final result with a caption like, “My first attempt at cake making. How it went.” This promises viewers instant value upon watching.

Similarly, if you are a workout creator, you can begin your videos with a snippet of a high-energy workout, followed by the caption, “These exercises transformed my body in 30 days.” This kind of hook is effective for engaging viewers instantly, keeping them tuned in for more.

Many TikTok videos include a hook, such as text overlays or voiceovers, to convey their main message. It addresses the audience’s pain points and needs, showcasing your videos as the ideal solution.

Why You Should Start TikTok Videos with a Hook

As noted earlier, the role of a video hook is to capture your audience’s attention instantly and to compel them to continue watching. When you understand how to craft an outstanding hook, you can create a video that sets the tone, sparks curiosity, and keeps viewers watching longer.

According to a report by TikTok Marketing Science, about 50% of an ad’s impact, such as brand awareness and recall, happens during the first two to 2.5 seconds. The report also indicates that a video’s format and sound affect retention, with 15% of viewers likely to skip ads if there is no sound.

The report adds that ads made on TikTok have a 27% higher completion rate than repurposed creative, indicating that creating content on the platform helps. With the competition for visibility on TikTok increasing, a strong hook can leave a great first impression and show creators that they will get instant value from the content. A clear and engaging hook can increase watch time and strengthen your connection with viewers.

A good TikTok video hook will help you to:

  • Tap into the needs, aspirations, and goals of your target customers so your content resonates with them and helps them learn more about your brand or business.
  • Provide your audience with a clear reason to stay around, increasing engagement and boosting your visibility on TikTok.
  • Provide a summary of your benefits and key points in a convincing, compelling, and punchy way.

The ultimate goal is to increase engagement, grow your content's reach, and improve your chances of appearing in the FYP.

How a Strong Hook Drives Viewers’ Engagement

The first few seconds are important for driving engagement. If you have no solid video hook, even the greatest content can be skipped. In a crowded feed, the goal is to gain attention, and the hook is your first point of contact for visibility. When well executed, a hook can help to:

  • Encourage viewers to keep watching past the first few lines to increase retention.
  • Increase brand recall by ensuring the beginning of the video is memorable.
  • Show value and relevance by ensuring an earlier first connection.

Step-by-Step Guide to Creating a Video Hook

If you don’t understand your audience, it may be hard to create a strong hook. You should aim to capture your audience’s interest and guide viewers to the main content quickly. 

These are the steps to follow to create a video hook:

Understand Your Audience

Like we said earlier, creating an effective hook can be tricky if you don’t understand your audience. Therefore, you need surveys, analytics, and community feedback to understand what your audience cares about. 

These few tips can help you better understand your audience:

  • Check your most-viewed videos to see which are driving the highest engagement.
  • Check messages and comments to identify common pain points and questions.
  • Determine the emotions, such as urgency, curiosity, and excitement, driving the highest interaction level.

When you create content that resonates with your audience, you can be assured of more persuasive and relevant hooks.

Select an Engagement-Driving Hook

 The way audiences respond to hooks differs depending on the audience:

  • Use questions to stir curiosity.
  • Grab your audience’s attention using a bold statement.
  • Motion-appeal and visuals are great for stopping fast-scrolling viewers,
  • Build anticipation or connection for your story opening.

You can experiment with different formats to find one that complements your message styles or brand personality.

Use Promise and Clarity to Lead

You should use the hook to show viewers what they will get from watching the video by communicating the intrigue or value within the first few seconds. For instance, “Here is how to bake a cake for less than $50.” This is clear, simple, and direct, promising viewers value that will keep them watching.

Use Visual Motions or Contrast

You can draw attention to your videos faster with contrast and movement than with words. Therefore, use tools such as bold text overlays, visual shifts, and quick zooms to break up monotony. You can also use a sharp color change or subtle camera motion to create more memorable, dynamic videos.

Keep Everything Brief

Video hooks are usually short and should hook audiences within 5 seconds. The first few seconds matter, so you need to get to the point quickly and show the value you are offering. Don’t use long introductions, as viewers decide quickly if your videos are worth watching. Use a brief, specific opening to build curiosity and set expectations, rather than a long intro.

Iterate and A/B Test

Not all formulas work for all creators. You want to test different openings and track viewer retention data to determine the best-performing hooks. You can make some small changes, such as the first visual cue or the first line, to boost the watch time. With time, these experiments will provide insights into the kind of content your audience is likely to respond to.

TikTok Video Hook Ideas to Consider

Now that you understand how to create a video hook, let us look at some video hook ideas to consider.

An Intriguing Question

Questions can pull viewers into your conversation, sparking their curiosity. This is especially true when the question echoes viewers’ thoughts and the challenges they face, compelling them to keep watching. Examples of question hooks are:

  • Why do some people lose weight in less than 30 days while others struggle for months?
  • What if one small money change could help you save $10,000 in six months?

An intriguing question serves as a hook because it provokes viewers' thoughts and prepares them to get the answer. However, this should be short, relevant, and describe the video context.

A Surprising Statistic

Surprising statistics are among the most effective ways to grab your audience’s attention, as they add a new level of credibility and a point of contrast. You can spark your audience’s curiosity, challenge assumptions, and provide viewers with reasons to keep watching. For instance:

  • 80% of people swear that eliminating this food helped them lose 30 kgs.
  • This one tip will help you increase your engagement by 20%.

A Bold Statement

You can also use a hook consisting of a controversial statement to generate interest and break through the noise. This ensures there is no predictable pattern, enabling viewers to stop and watch. Examples of bold statements include:

  • Everything you were told about money is wrong.
  • This is the reason you are struggling with weight loss.

However, a bold statement only works if it's true and is backed by a truthful video. It should aim to challenge viewers rather than mislead them.

Provide a Teaser of Benefits

You should ensure your hook offers tangible benefits that make viewers feel the video is worth watching. They will stick around to find out if the video will deliver on its promise. Examples include:

  • These simple three tips will double your TikTok engagement.
  • These hacks will enable you to create Hollywood-quality videos with your phone.

Ensure clarity and avoid making vague claims. Focus on the value the viewer will get after watching the video.

In Conclusion

One of the most important parts of a TikTok video is the hook. This is what will determine whether viewers keep watching the video or scroll past it. By using the tips outlined in this guide, you can create TikTok videos with an outstanding hook. We recommend you read our guide on how short-form videos have transformed B2B marketing.