Every day, 34 million videos are uploaded to TikTok. It’s easy to see why: TikTok users spend an average of 60 minutes on the platform daily. With so much competition, how do we get our videos to go from 200 views to 10 million? The best way to cut through the noise and grab attention for your brand is to start your video with a great hook.
What Is a Hook and Why Are They Important?
A hook is the first 3-15 seconds of your TikTok video. You might have the greatest video in the world, but it won't matter if those first few seconds don't stop the viewer in their tracks. The TikTok algorithm rewards videos with high engagement, which starts with retention aka watch time. The longer viewers watch your video, the better it performs.
Why does a great hook get viewers to stop on your video and give you the best chance to get that sweet, sweet watch time? Curiosity. Your ancestors used curiosity to survive by exploring new territories and finding innovative ways to thrive. That same ancient DNA drives TikTok users today.
Take a look at the image above. Which plant sticks out to you? Maybe one or another but they are all mostly the same. Now, look at the image below and pick which plant sticks out the most.
The reason that the golden plant sticks out so much is that it is so different than every other plant around it. We can't help ourselves. We're drawn right to it. We want to see why this tree is so different than everything else we're seeing. That is the power of curiosity.
Curiosity for novel things compels viewers to explore content that promises to show them something new. A great hook triggers curiosity and makes the viewer want to see what comes next.
What is a Good Hook on TikTok?
I love my wife. She loves me, our kids, and Target. That is why the TikTok video below stood out to me when I saw it on my For You Page (FYP).
A husband is singing a song looking for his wife while making fun of the stereotype of wives that buy things at Target they don’t need just because they love the experience. This video has 190k views when the other videos on the creator's channel average between 1-10k views per video. The hook is the primary difference.
If you look at at just the hook of this video it has all the elements. We first read the words “I’m Looking for My Wife at Target.” Then we hear him begin singing a parody of another trending TikTok sound. Then we see the setting is an actual Target aisle. Then, I at least, experienced happiness as the joke brought a smile to my face.
This creator perfectly followed the WAVE Hook formula.
Great Hooks W.A.V.E.
You have one goal: Stop the scroll. Your hook's only job is to stop the scroll. TikTok users can tell in the first second if a video is worth watching. Here is the best framework to follow if you want your TikTok hook to stop the scroll.
W - The WORDS on the screen hook the viewer in. This is the first thing your viewers will see.
A - The AUDIO in the video is clear and the first sentence spoken further hooks the audience.
V - The VISUALS of the first 15 seconds interrupt the pattern the viewer is expecting.
E - The viewer's EMOTIONS are triggered by something your hook points out.
Here are a few elements to consider when designing your WAVE Hooks:
Clear and Concise: Great hooks are clear and to the point. When in doubt, cut it out.
Promise of Value: Let viewers know what they will gain by watching the video. Will they be entertained or educated? The hook should imply what they are in for.
Relevance and Relatability: Make sure your hook is relevant to your target audience. Use scenarios, language, or references that your viewers can relate to.
Unexpected Elements: Incorporate something surprising or unexpected in the first few seconds. Surprise is a wonderful and rarely planned-for emotion.
Good Pacing: Start with a brisk pace to immediately draw viewers in. TikTok's interest-based algorithm is filled with people who don't know each other. Be quick to get the viewer's attention, or they will scroll on.
Trending Sounds or Music: Trending sounds or music on TikTok can increase watch time. Familiar audio can grab attention quickly.
Teasing a Reveal: Mention or hint at a big reveal or climax that will come later in the video. This creates anticipation and makes viewers want to stick around to see the payoff.
Try different types of hooks to see what works best for your audience. Keep experimenting until you find what resonates with your audience.
Sometimes You Have to Re-Hook Your Audience
Depending on how long your video is, you may need multiple hooks throughout your content. You’ll need to rehook your viewers when it's time to introduce a new point. Videos that are less than one minute won't need more than one hook. As your TikTok videos get longer, you'll need to continually rehook your viewers.
The good news is that you've already got the framework for creating great hooks. Follow it to keep your viewers watching.
50 TikTok Hooks to Help You Go Viral*
*I’ve included two bonus hooks at the bottom of this list as a thank you for reading this article.
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