A hook is the opening line or moment of your video — the first 1–3 seconds. Its only job is to stop the scroll and make the viewer need to know what comes next. Good hooks use curiosity, bold claims, stakes, or pattern interrupts. Without one, most viewers leave before your content even starts.

As short as possible while creating curiosity — usually one sentence, spoken in under 3 seconds. State the payoff, ask the question, or make the claim, then move straight into the content. Rambling intros (“hey guys, welcome back to my channel”) are hook killers.

Yes — arguably more. Short-form viewers decide in 1–3 seconds; long-form viewers decide in about 15–30 seconds. For longer videos, use the hook plus a quick preview of what is coming (“by the end you will know X, Y, and Z”). Mid-roll hooks also help retention: tease upcoming segments to keep people watching.

Rehearse it until it sounds conversational, not read. Record your hook separately and do 3–5 takes with different energy levels, then pick the best. Look directly at the lens, start mid-energy, and cut any filler words before it. A strong hook delivered flat still beats a weak hook delivered with hype.