Creating Scroll-Stopping Content: The Anatomy of a Perfect Hook

You have 3 seconds to stop the scroll. Let’s make them count.

Attention is the most valuable currency on the internet. And the hook is your opening bid. Here's how to create hooks that get people to stay.

Why Hooks Matter

Retention is the #1 metric on TikTok, Reels, and Shorts. If you don’t hook them in 3 seconds, you’ve already lost them.

Stats:

• 80% of users swipe in under 3 seconds

• 70% of views are driven by the first line of text or audio

5 Hook Formulas That Work

1. Disruptive: "You’re doing this wrong."

• Makes people question what they think they know.

2. Curiosity-Driven: "3 things nobody tells you about ___"

• Teases secrets or hidden knowledge.

3. Relatable Pain: "This is what I wish I knew before ___"

• Sparks empathy and connection.

4. Process-Based: "Watch me do ___ in 60 seconds"

• Frames content as a mini-journey with payoff.

5. Problem/Solution: "Here’s why your ___ isn’t working (and how to fix it)"

• Highlights a pain point and immediately offers value.

Visual + Audio Hooks That Stick

• Zoom-ins and text overlays for emphasis

• Music drops to reset attention

• Jump cuts to maintain pacing

• On-screen subtitles with bold first lines

Informal's Hook System

We don’t just edit—we engineer attention. Our trailer editors:

• Use platform-specific pacing and transitions

• Build hooks before the content is filmed

• Craft audio + visual tension that demands a second look

Ready to Own the First 3 Seconds?

Let Informal craft your next scroll-stopping series.
Book your free hook audit and stop the scroll.