You have three seconds. That's the entire window you get to convince someone to stop their endless scroll and watch your video. In the fast-paced world of TikTok, the hook—the first 1-3 seconds of your video—isn't just important; it's everything. It's the single biggest factor that determines whether your video gets 200 views or 2 million. This guide will break down the psychology of a great hook and give you 10 battle-tested formulas you can use immediately.

The Psychology of the Scroll: Why a Great Hook is Non-Negotiable

The TikTok 'For You' page is a masterclass in dopamine delivery. Users are conditioned to swipe away from anything that isn't instantly gratifying. A powerful hook works by interrupting this pattern. It does this by triggering a powerful psychological response: curiosity.

When you present a question, a shocking statement, or a visually arresting scene, you create a "curiosity gap." The viewer's brain feels a need to close this gap, and the only way to do that is to keep watching. This is fundamental to mastering the TikTok algorithm, which heavily rewards videos with high audience retention.

10 Battle-Tested Hook Formulas for Viral Potential

Don't leave your intro to chance. A great hook is written and planned. Here are 10 formulas to get you started:

1. The "You're Doing It Wrong" Hook

This hook challenges a common belief or behavior in your niche. It positions you as an expert with insider knowledge.

• "You're using hashtags all wrong. Here's why..."
• "Stop making your coffee like this. Do this instead..."
• "If you think sit-ups give you abs, you need to watch this video."

2. The "Secret Unveiled" Hook

This hook promises to reveal a secret, a hack, or a little-known piece of information. It makes the viewer feel like they are about to gain exclusive knowledge.

• "Here's a secret from a [Your Profession] that they don't want you to know..."
• "The #1 trick to getting cheap flights that airlines hate..."
• "This is the Canva feature that 99% of users don't know exists."

3. The "Problem/Agitation" Hook

This goes a step beyond just stating a problem. It first identifies a pain point and then agitates it before promising a solution.

• "Is your skin always dry no matter how much you moisturize? It's probably because you're making this one mistake..."
• "Tired of your videos getting no views? The algorithm might actually hate you. Here's how to fix it..."

4. The "Contrarian" or "Unpopular Opinion" Hook

This hook is designed to be disruptive. It goes against the grain and makes people stop and say, "Wait, what?"

• "Unpopular opinion: Your morning routine is actually making you less productive."
• "I'm a web developer, and I think WordPress is obsolete. Here's why..."

5. The "Story Time" Hook

Humans are wired for stories. Starting with a compelling story prompt makes viewers want to know what happens next.

• "The time I accidentally got on a flight to the wrong country..."
• "Here's the story of how I got fired from my dream job and why it was the best thing that ever happened to me."

6. The "In Medias Res" Hook

This technique, borrowed from literature, means "in the middle of the action." You start your video at the most exciting, chaotic, or visually interesting point. The viewer has no context and must keep watching to figure out what's going on. This is where skills in mastering TikTok video editing are crucial.

7. The "Question" Hook

Asking a direct question to the viewer makes them feel seen and encourages them to think, immediately engaging them with your content.

• "What if I told you that you could learn a new language in 3 months?"
• "Am I the only one who experiences this?"

8. The "Listicle" Hook

This hook promises a specific number of tips, tricks, or reasons. It gives the viewer a clear expectation of what they will get from the video.

• "Here are the 3 biggest mistakes creators make on TikTok."
• "5 signs your boss is about to fire you."

9. The "Us vs. Them" Hook

This hook creates a sense of shared identity or experience. It makes a specific group of people feel understood.

• "If you were a theater kid in high school, you'll understand this..."
• "People who work in retail will get this..."

10. The "Visual" Hook

Sometimes the best hook isn't text at all. It's a visually stunning or satisfying opening shot that is impossible to ignore. Think ASMR, satisfying cleaning clips, or incredible transformations. The key is that the visual itself is the reason to stop scrolling.

How to Test and Refine Your Hooks

Don't just post and pray. Actively test your hooks. If a video underperforms, don't delete it. Re-upload the exact same video but with a different hook (different on-screen text or a re-edited first 3 seconds). See which one performs better. This is the fastest way to learn what resonates with your audience and is a key component of creating high-quality TikToks.