Hooks that aren't clickbait.
60 ways to open a video, each with what to say, what to show first, and when not to use it. Describe your video once and get 10 hooks written for it.
Your video
Fill in what you can. The more you add, the more patterns you unlock. Short phrases work best.
Your hooks
Starting points, not finished lines. Edit them until they sound like you. Then pick one and make sure the video keeps its promise.
All 60 patterns
Tap any pattern to see why it works, when to skip it, and an example. Share any of them as an image.
Show the result The finished thing This is the result they want. Here’s exactly how.
SayThis is the result they want. Here’s exactly how.
On screenthe result they want: here’s how
First frameThe finished result, close up, in the very first frame.
Why it worksPeople decide in about a second whether a video is worth it. Showing the payoff first answers that before they can scroll.
Skip it whenWhen the result isn’t impressive on its own, or when the reveal is the point (a joke, a twist).
Example
Show the result Result plus time the result they want in how long it takes.
Saythe result they want in how long it takes.
On screenthe result they want in how long it takes
First frameThe finished result with a timer or clock in frame.
Why it worksA specific result and a specific time make a promise people can measure, so it feels real.
Skip it whenIf it really takes longer. Viewers try it and check.
Example
Show the result Result with almost nothing the result they want with just a limit.
Saythe result they want with just a limit.
On screenthe result they want, just a limit
First frameLay out everything you’ll use. It should look like almost nothing.
Why it worksLimits make a result feel reachable: if it works with that little, it will work for me.
Skip it whenWhen you quietly use more than you said off camera.
Example
Show the result Before and after Same what it’s about. Before, and after.
SaySame what it’s about. Before, and after.
On screenBefore → after
First frameSplit screen: before on the left, after on the right.
Why it worksThe gap between two pictures is a story people finish in their heads, and they stay to see how.
Skip it whenIf the difference is too small to see on a phone screen.
Example
Show the result Result with a twist the result they want, your surprising detail.
Saythe result they want, your surprising detail.
On screenthe result they want, your surprising detail
First frameThe result and the unusual detail in the same frame.
Why it worksOne surprising, true detail makes a familiar result feel new.
Skip it whenIf the detail isn’t what actually makes the difference.
Example
Show the result That’s all it takes how long it takes. That’s all the result they want takes.
Sayhow long it takes. That’s all the result they want takes.
On screenhow long it takes. That’s it.
First frameA timer or clock showing the time, then the result.
Why it worksLeading with how little it takes removes the main reason people don’t try.
Skip it whenIf it only takes that long once you’re already good at it.
Example
Show the result The part nobody films Here’s the result they want. Now the part nobody films.
SayHere’s the result they want. Now the part nobody films.
On screenThe part nobody films
First frameThe polished result, then a hard cut to the messy middle.
Why it worksEveryone shows the result. Promising the hidden part is a reason to stay that other videos don’t offer.
Skip it whenWhen there’s nothing surprising in the process.
Example
Name the problem Name it exactly their problem? Here’s why.
Saytheir problem? Here’s why.
On screenWhy their problem
First frameThe problem happening on screen: the failure, not the fix.
Why it worksWhen you describe someone’s problem precisely, they feel seen and stay for the answer.
Skip it whenIf the video doesn’t actually explain why.
Example
Name the problem It’s not your fault If their problem, it’s not your fault.
SayIf their problem, it’s not your fault.
On screenIt’s not your fault
First frameThe problem, and you reacting to it.
Why it worksTaking the blame off the viewer makes them open to the fix instead of defensive.
Skip it whenIf it really is a simple mistake on their part. Don’t flatter.
Example
Name the problem The hidden cause The real reason their problem isn’t what you think.
SayThe real reason their problem isn’t what you think.
On screenIt’s not what you think
First frameThe problem, with the hidden cause just out of focus.
Why it worksIt promises a cause they haven’t considered, which is a question they need answered.
Skip it whenIf the cause is the obvious one.
Example
Name the problem Did everything right You did everything right. And their problem anyway.
SayYou did everything right. And their problem anyway.
On screentheir problem. Again.
First frameSomeone following the steps carefully, then the disappointing result.
Why it worksIt replays the exact frustration people feel, so they want to know what went wrong.
Skip it whenWhen the usual advice actually works fine.
Example
Name the problem POV: the problem POV: their problem.
SayPOV: their problem.
On screenPOV: their problem
First frameShot from the viewer’s eyes, right in the middle of the problem.
Why it worksIt puts the viewer inside a moment they’ve lived, which feels personal.
Skip it whenWhen the moment isn’t common for your audience.
Example
Name the problem Change one thing If their problem, change one thing.
SayIf their problem, change one thing.
On screenChange one thing
First frameThe problem, then a single finger pointing at the one thing.
Why it worksOne change sounds easy, so the fix feels worth staying for.
Skip it whenIf the fix is really several changes.
Example
Name the problem Raise your hand Raise your hand if their problem.
SayRaise your hand if their problem.
On screenRaise your hand if…
First frameYou raising your hand, mid-problem.
Why it worksPlayful recognition: people answer it in their heads, and that’s attention.
Skip it whenFor serious topics where a joke tone feels off.
Example
Call out a mistake Stop doing this Stop a common mistake.
SayStop a common mistake.
On screenStop a common mistake
First frameThe mistake happening, then a hard stop: a hand, a freeze-frame.
Why it worksA direct instruction, plus the hint they’re doing it right now, is hard to scroll past.
Skip it whenIf it isn’t really a mistake, just your preference. People will argue, and they’ll be right.
Example
Call out a mistake Most get this wrong Most who it’s for get this wrong: a common mistake.
SayMost who it’s for get this wrong: a common mistake.
On screenMost get this wrong
First frameThe common mistake, shown plainly.
Why it worksNobody wants to be in the “most people” group, so they check whether they are.
Skip it whenIf you can’t show why it’s wrong.
Example
Call out a mistake My own mistake I was a common mistake for years. Don’t be me.
SayI was a common mistake for years. Don’t be me.
On screenDon’t make my mistake
First frameYour old result next to your current one.
Why it worksAdmitting your own mistake earns trust, and it saves them the years.
Skip it whenIf you never actually made the mistake.
Example
Call out a mistake Do this instead Instead of a common mistake, try this.
SayInstead of a common mistake, try this.
On screenNot this. This.
First frameThe mistake crossed out, then the better way.
Why it worksIt promises a swap, not homework. Easy changes keep people watching.
Skip it whenWhen the alternative is harder and you hide that.
Example
Call out a mistake This is the reason a common mistake is why their problem.
Saya common mistake is why their problem.
On screenThis is why
First frameThe mistake in action, then its result.
Why it worksConnecting a habit to a problem they hate gives them a reason to change it right now.
Skip it whenIf the link isn’t true or there are other big causes.
Example
Call out a mistake Signs you’re doing it 3 signs you’re a common mistake.
Say3 signs you’re a common mistake.
On screen3 signs you’re doing it
First frameThe first sign, clearly visible.
Why it worksPeople check themselves against the list, sign by sign, which carries them through the video.
Skip it whenIf you don’t have three real signs.
Example
Make them curious Ever wonder why Ever wonder why their problem?
SayEver wonder why their problem?
On screenEver wonder why?
First frameThe puzzling problem, up close.
Why it worksA specific question they’ve already asked themselves is the strongest kind of curiosity.
Skip it whenIf the answer is a letdown.
Example
Make them curious Guess which one Guess which one took how long it takes.
SayGuess which one took how long it takes.
On screenGuess which one
First frameTwo or three versions side by side.
Why it worksA guessing game makes viewers commit to an answer, and then they have to stay to check it.
Skip it whenWhen the difference is obvious at a glance.
Example
Make them curious Guess the price Guess how much I charge for what you sell like this.
SayGuess how much I charge for what you sell like this.
On screenGuess the price
First frameThe thing alone, cleanly lit, nothing else in frame.
Why it worksEveryone has an opinion about price, and they’ll wait for the reveal.
Skip it whenIf the price isn’t surprising either way.
Example
Make them curious What happens if What happens if you stop a common mistake?
SayWhat happens if you stop a common mistake?
On screenWhat happens if you stop?
First frameThe habit happening, then a pause.
Why it worksA cause-and-effect question with a clear payoff.
Skip it whenIf nothing visible happens.
Example
Make them curious Same thing, different result Same what it’s about. Two completely different results.
SaySame what it’s about. Two completely different results.
On screenSame. Different.
First frameSplit screen of the two different outcomes.
Why it worksTwo things that shouldn’t both be true create a question people need answered.
Skip it whenIf the reason is boring or obvious.
Example
Make them curious The one detail what it’s about your surprising detail. Here’s the trick.
Saywhat it’s about your surprising detail. Here’s the trick.
On screenwhat it’s about your surprising detail
First frameThe unusual detail, right in front of the lens.
Why it worksOne surprising, true detail makes a familiar topic worth a second look.
Skip it whenIf the detail is a gimmick that doesn’t change the result.
Example
Make them curious Nobody tells you this Nobody tells you this about what it’s about.
SayNobody tells you this about what it’s about.
On screenNobody tells you this
First frameYou leaning in, as if sharing a secret.
Why it worksIt promises inside knowledge, which feels valuable and rare.
Skip it whenIf it’s common advice. Be sure it’s genuinely under-shared.
Example
Make them curious This shouldn’t work This shouldn’t work. It does.
SayThis shouldn’t work. It does.
On screenThis shouldn’t work
First frameThe strange or impossible-looking thing, first frame.
Why it worksSomething that looks wrong but works breaks expectations, and broken expectations get attention.
Skip it whenIf it only works sometimes.
Example
Flip a belief Only half true You’ve been told something people believe. That’s only half true.
SayYou’ve been told something people believe. That’s only half true.
On screenThat’s only half true
First frameThe common advice on screen, then half of it crossed out.
Why it worksIt corrects without calling anyone stupid, and promises the missing half.
Skip it whenIf the advice is actually fully true.
Example
Flip a belief Not really something people believe? Not really.
Saysomething people believe? Not really.
On screensomething people believe? Not really.
First frameThe belief on screen, then your proof against it.
Why it worksFlipping something people assume breaks an expectation, which makes them stop.
Skip it whenIf you’re being contrary just to get a reaction. Aim at ideas, never at a named person or brand.
Example
Flip a belief The worst advice The worst what it’s about advice I keep hearing.
SayThe worst what it’s about advice I keep hearing.
On screenWorst advice I keep hearing
First frameYou reacting to the bad advice (paraphrased, no names).
Why it worksPeople want to know if they’ve been following it.
Skip it whenDon’t screenshot or name real people. Paraphrase the idea.
Example
Flip a belief You don’t need more You don’t need more than a limit.
SayYou don’t need more than a limit.
On screenYou only need a limit
First frameJust the constraint, alone in the frame.
Why it worksIt removes a reason not to start, and that makes people feel capable.
Skip it whenIf better tools genuinely matter for the result.
Example
Run a test Can I do it? Can I get the result they want in how long it takes?
SayCan I get the result they want in how long it takes?
On screenCan I do it in how long it takes?
First frameYou starting the timer.
Why it worksA challenge with a clear finish line has a built-in reason to watch to the end.
Skip it whenIf you edit out the failures to fake a win.
Example
Run a test Honest results I tried what it’s about for a week. Honest results.
SayI tried what it’s about for a week. Honest results.
On screenA week of what it’s about
First frameDay 1 next to the final day.
Why it works“Honest” plus a time frame promises the truth, not a sales pitch.
Skip it whenIf you didn’t actually do it for the whole time.
Example
Run a test Let’s test it Everyone says something people believe. Let’s test it.
SayEveryone says something people believe. Let’s test it.
On screenLet’s test it
First frameThe test setup, ready to go.
Why it worksA fair test of a popular belief is something people want to see settled.
Skip it whenIf the test isn’t fair. Keep everything else the same.
Example
Run a test Two ways, one winner I tried what it’s about two ways. One clearly wins.
SayI tried what it’s about two ways. One clearly wins.
On screenTwo ways. One winner.
First frameBoth versions side by side.
Why it worksViewers pick a favorite and stay to find out if they’re right.
Skip it whenIf the result is a tie.
Example
Run a test Beat the clock how long it takes on the clock. Go.
Sayhow long it takes on the clock. Go.
On screenhow long it takes on the clock
First frameA timer starting, hands already moving.
Why it worksA ticking clock creates instant tension.
Skip it whenFor calm videos. The urgency feels fake.
Example
Run a test Rate it first Rate this before I tell you what it cost.
SayRate this before I tell you what it cost.
On screenRate it before the price
First frameThe finished thing at its best angle.
Why it worksAsking for a judgment before the reveal turns viewers into players.
Skip it whenIf the price or reveal isn’t surprising.
Example
Run a test Cheap vs. expensive Cheap what you sell vs. expensive what you sell. Can you tell?
SayCheap what you sell vs. expensive what you sell. Can you tell?
On screenCheap vs. expensive
First frameBoth, unlabeled, side by side.
Why it worksPeople love to test their own eye, and they’ll stay for the answer.
Skip it whenIf you’re secretly favoring one. Disclose any paid connection.
Example
Talk to one person This one’s for you who it’s for, this one’s for you.
Saywho it’s for, this one’s for you.
On screenFor who it’s for
First frameYou looking straight into the lens.
Why it worksCalling out a specific person makes them feel picked, and lets everyone else scroll, which is fine.
Skip it whenIf the video isn’t really tailored to them.
Example
Talk to one person If you’ve only got… If you’ve only got a limit, watch this.
SayIf you’ve only got a limit, watch this.
On screenOnly got a limit?
First frameThe constraint, alone in the frame.
Why it worksIt speaks to people who think they can’t, and shows them they can.
Skip it whenIf you use more than that in the video.
Example
Talk to one person For total beginners what it’s about for people who’ve never tried it.
Saywhat it’s about for people who’ve never tried it.
On screenwhat it’s about for total beginners
First frameThe very first, simplest step.
Why it worksIt promises no assumed knowledge, which lowers the bar to stay.
Skip it whenIf you skip steps or use jargon.
Example
Talk to one person You were taught wrong You’re not bad at what it’s about. You were taught wrong.
SayYou’re not bad at what it’s about. You were taught wrong.
On screenYou were taught wrong
First frameThe common way, then your way.
Why it worksIt protects their pride and promises a better method.
Skip it whenIf the usual way is fine and yours is just different.
Example
Make a list Three things 3 things nobody tells you about what it’s about.
Say3 things nobody tells you about what it’s about.
On screen3 things nobody tells you
First frameA big “1” on screen with the first thing already visible.
Why it worksA number tells people how long the payoff takes, and they count along.
Skip it whenIf one of the three is filler.
Example
Make a list If you change one thing If you change one thing about what it’s about, make it this.
SayIf you change one thing about what it’s about, make it this.
On screenChange just this
First frameThe one thing, circled.
Why it worksOne priority beats ten tips. It feels doable.
Skip it whenIf it isn’t the highest-impact change.
Example
Make a list Ranked Ranking what it’s about tips from useless to essential.
SayRanking what it’s about tips from useless to essential.
On screenRanked: useless → essential
First frameA tier list or ranking board, half filled.
Why it worksRankings invite people to compare with their own list, so they watch to the top spot.
Skip it whenIf you don’t have a clear reason for the order.
Example
Make a list Do this, not that Do this, not that: what it’s about edition.
SayDo this, not that: what it’s about edition.
On screenDo this, not that
First frameSplit screen: wrong on the left, right on the right.
Why it worksQuick contrasts are easy to follow and easy to remember.
Skip it whenIf the “not that” is a matter of taste.
Example
Start a story It was supposed to… This was supposed to take how long it takes.
SayThis was supposed to take how long it takes.
On screenSupposed to take how long it takes
First frameThe moment it clearly went off plan.
Why it worksA plan going wrong is the start of every good story. People stay to see how it ends.
Skip it whenIf nothing actually went wrong.
Example
Start a story I almost gave up I almost gave up on what it’s about. Then one thing changed.
SayI almost gave up on what it’s about. Then one thing changed.
On screenI almost quit
First frameYour lowest moment: the failed attempt.
Why it worksA turning point promises a change, and people want the thing that changed it.
Skip it whenIf you didn’t really struggle.
Example
Start a story Day 1 Day 1 of learning what it’s about.
SayDay 1 of learning what it’s about.
On screenDay 1
First frameYour honest starting point.
Why it worksSeries openers give people a reason to follow for day 2.
Skip it whenIf you won’t post the next days.
Example
Start a story Start where it went wrong Okay. This is where it went wrong.
SayOkay. This is where it went wrong.
On screenWhere it went wrong
First frameStart in the middle of the moment it goes wrong.
Why it worksStarting mid-action skips the setup people scroll past.
Skip it whenIf the moment needs too much context to make sense.
Example
Start a story I have to fix this I have how long it takes to fix this.
SayI have how long it takes to fix this.
On screenhow long it takes to fix this
First frameThe broken thing, and you looking at it.
Why it worksA deadline plus a problem is instant stakes.
Skip it whenIf there’s no real deadline.
Example
Sell honestly Full honesty Full honesty: I sell what you sell. But this tip works no matter what you use.
SayFull honesty: I sell what you sell. But this tip works no matter what you use.
On screenYes, I sell what you sell. But…
First frameYour product in the background, the tip in front.
Why it worksSaying the quiet part out loud is rare online, so it stands out and earns trust.
Skip it whenIf the tip only works with your product.
Example
Sell honestly How it’s made How I actually make my what you sell.
SayHow I actually make my what you sell.
On screenHow it’s actually made
First frameYour hands, mid-process, close up.
Why it worksProcess is fascinating, and it shows the care that justifies the price.
Skip it whenIf you’d have to fake or skip steps.
Example
Sell honestly Is it worth it? Someone asked: is it worth buying what you sell? My honest answer.
SaySomeone asked: is it worth buying what you sell? My honest answer.
On screenIs it worth it?
First frameThe comment or question on screen.
Why it worksAnswering a real question shows you listen, and “honest” promises a straight answer.
Skip it whenIf you won’t say who it isn’t for.
Example
Sell honestly Why I started Why I started making what you sell.
SayWhy I started making what you sell.
On screenWhy I started
First frameThe first version you ever made.
Why it worksOrigin stories make a product feel human.
Skip it whenIf the story is invented or exaggerated.
Example
Calm and wordless Best frame first On screen: the result they want.
On screenthe result they want.
First frameOpen on your single most beautiful frame. No talking yet.
Why it worksCalm viewers stop for beauty or curiosity, not shouting.
Skip it whenIf your best frame only comes from the end and spoils the payoff.
Example
Calm and wordless The very first piece On screen: Start to finish: the result they want
On screenStart to finish: the result they want
First frameHands placing the very first, tiny piece.
Why it worksIt shows there’s a payoff coming, so people settle in for the process.
Skip it whenFor videos with no clear finished state.
Example
Calm and wordless Sound first On screen: what it’s about, sound on
On screenwhat it’s about, sound on
First frameOpen on a crisp, real sound: a pour, a cut, a click.
Why it worksIn wordless videos the first sound is often the hook.
Skip it whenIf your audio is noisy. Clean sound or nothing.
Example
Calm and wordless A quiet promise On screen: how long it takes of what it’s about
On screenhow long it takes of what it’s about
First frameA steady, slow shot that sets the mood.
Why it worksA calm promise attracts the right viewers and lets the wrong ones scroll on.
Skip it whenIf the video is actually fast-paced.
Example
No patterns match that search.
The one rule behind every pattern
The first seconds of your post make a promise. The rest of the post has to keep it. That's the difference between a hook and clickbait: keep the promise and your next hook works better, break it and people scroll past you next time.
A quick check before you post
Chapter 12 of Worth Watching ends with a five-question hook check: does it work on mute, is it specific to you, does it make them want something, does the video keep it, and does it sound like you? The whole chapter is in the free sample.
Common questions
What makes a good hook?
It gives the right person a reason to stay in the first seconds, and the video keeps that promise. The best hooks are specific, make sense on mute, and are true.
Is this a clickbait generator?
No. Every pattern comes with when not to use it, and they’re built around one rule from the book: the first seconds make a promise, and the rest of the video has to keep it.
Why does it warn me about repeating hooks?
Hooks wear out. If your viewers see the same opening shape every time, it stops working on them. Tap “I used it” and the Hook Bank will steer you toward fresh patterns.
Is my video idea saved anywhere?
Only on your device, in My Studio. Nothing you type is sent to a server.
Chapters 12 and 13 cover hooks and what to do when they wear out. Chapter 12 is free in the sample.
Read Chapter 12 free →