On Reels and TikTok, people scroll fast. The first moments of your video determine whether someone stays or moves on. That's why the hook is the most important part of your content. For UGC this matters even more, because brands use your video in ads where every second counts.
What is a hook?
A hook is the opening of your video that makes people curious and keeps them watching. It can be something you say, text on screen, an image or, ideally, a combination of the three.
Types of hooks that work
- A question. Ask something your target audience recognizes. "Do you also always forget to drink enough water?"
- A bold statement. Start with an opinion or claim that stands out. "This is the only serum I'll ever buy again."
- A problem. Name a frustration your audience has. "Dry skin in winter? I tried everything until I found this."
- The result first. Show the end result straight away, then explain how you got there. A before-and-after shot works well here.
- Curiosity. Give something away, but not everything. "I didn't expect this from a 10-euro product."
- A direct call-out. Speak directly to your target group. "Busy parents, this one's for you."
- A visual hook. Start with something you can't ignore: a product in action, an unboxing, a surprising movement or a striking close-up.
Tips for a strong hook
- Skip the introduction. Don't start with "Hi guys" or an explanation of who you are. Get straight to the point.
- Combine sound, text and image. Many people watch without sound, so put your hook in text on screen as well. And make sure there's something happening in the very first frame.
- Keep it short. A hook is one sentence, or even half a sentence. The shorter, the stronger.
- Deliver on the promise. If your hook promises something, the rest of your video has to deliver it. Clickbait annoys viewers and damages trust in you and the brand.
- Speak to the target audience. Use words and situations that the brand's target audience recognizes. The brief usually tells you who that is.
Tip for UGC: film multiple hooks
Brands often test different openings in their ads to see which one performs best. Film two or three different hooks for the same video. This makes your content more valuable to the brand and increases the chance that it will be used. Check the brief to see if the brand asks for this.
Common mistakes
Watch out for a slow start, a hook that has nothing to do with the rest of the video, text that is too small or disappears too quickly, and starting with the brand name or logo instead of something that grabs attention.
Ready to start? Sign up as a creator and get matched with brands looking for content like yours.