How to write a video hook: say the result first
The short answer
Your first line decides if anyone keeps watching. People decide in about a second, so say the result first and explain later. Lead with what they get, what they crave, the change, or who it's for. Never open with "hey guys" or "so today."
The rule: result first, explanation later
Lead with what they get, not with hello. The first second is the only part everyone sees, so put the best part there.
Weak vs strong, by business
| Weak | Strong |
|---|---|
| Salon: "Hey guys, so today..." | "3 hours for this color. Worth it?" |
| Restaurant: "New menu item!" | "Our most-ordered dish, made fresh" |
| Contractor: "Another job done." | "This kitchen went from 1998 to now" |
| Gym: "Come work out with us!" | "Never lifted before? Start here" |
Four ways to lead
- The result: show or say the finished thing first
- The craving: what they'll want the second they see it
- The change: before and after in one line
- Who it's for: call out the exact person who should watch
Check it before you film
Write your first line down. Would a stranger know in one second why they should keep watching? If not, move the best part to the front.