A hook isn't just the first sentence of your script. It's the entire reason someone watches your video instead of scrolling past it.
Here are the 7 formulas that consistently outperform everything else.
1. The Curiosity Gap
Creates an open loop the viewer needs to close.
"There's a reason the top 1% of TikTok creators never post at the same time as everyone else."
"The 3-second rule that separates viral videos from dead ones."
Why it works: The human brain is wired to close open loops. Once you create a question, the viewer can't leave until they get the answer.
2. The Pattern Interrupt
Says something unexpected that breaks the viewer's autopilot scroll.
"Stop. Before you film another video, watch this."
"I'm going to say something that most marketing gurus won't."
Why it works: The brain filters out predictable content. Anything unexpected forces attention.
3. The Direct Address
Speaks to a specific person's exact situation.
"If you're a freelance copywriter charging less than $500 per script, this is for you."
"Attention: anyone who's tried to grow on TikTok and failed."
Why it works: Specificity creates relevance. The more specific the address, the more the right viewer feels seen.
4. The Bold Claim
Makes a statement that demands proof.
"I grew a client's account from 0 to 100K in 30 days using one script format."
"This skincare routine cleared my skin in 2 weeks after 3 years of trying everything."
Why it works: Bold claims create skepticism, and skepticism creates engagement. The viewer watches to see if you can back it up.
5. The Contrarian Take
Challenges a widely-held belief.
"Posting every day is actually killing your TikTok growth."
"The reason your hooks aren't working has nothing to do with your writing."
Why it works: Disagreement is inherently interesting. It triggers the viewer's need to evaluate whether you're right.
6. The FOMO Hook
Creates urgency around missing out.
"This trend is peaking right now — in 2 weeks it'll be oversaturated."
"The algorithm is rewarding this format today. It won't last."
Why it works: Loss aversion is stronger than the desire for gain. The fear of missing a window drives immediate action.
7. The Empathy Opener
Starts with a feeling the viewer has had.
"If you're tired of writing scripts that your clients keep asking you to rewrite..."
"If you've ever stared at a blank page for an hour trying to write a 30-second video..."
Why it works: Feeling understood is rare. When a creator articulates your exact frustration, you trust them immediately.
How to Score Your Hook Before Filming
Before you send a script to a client, score your hook on three dimensions:
| Dimension | Question | Score (0–10) |
|---|---|---|
| Curiosity | Does it create an open loop? | __ / 10 |
| Pattern Interrupt | Does it break the scroll reflex? | __ / 10 |
| FOMO | Does it create urgency? | __ / 10 |
A hook scoring 7+ on any single dimension is worth testing. A hook scoring 6+ on all three is a winner.
The Hook Testing Workflow
- Write 3–5 hook variants for every script
- Score each one using the framework above
- Pick the top 2 and A/B test them with the same body
- Track 3-second retention rate — this is the only metric that matters for hooks
Most copywriters write one hook and call it done. The ones charging $1,000+ per script deliver 3 tested variants and let the data decide.
ScribePace has a built-in Hook Simulator that scores your hook on Curiosity, Pattern Interrupt, and FOMO — and generates 3 stronger alternatives automatically. Try it free →