On TikTok, Reels or Shorts, people decide in the first second or two whether to keep watching. On YouTube the opening seconds matter too. Adverts for short form editors, including a remote role open to applicants in Ghana, mention hooks and keeping viewers watching, because a video nobody finishes does nothing for the brand paying for it.
The hook
A hook is the opening that gives someone a reason to stay. Good hooks are honest and specific. Some common types:
- A question the viewer wants answered. "Why does my jollof always burn at the bottom?"
- A surprising image. The finished dress first, before showing how it was sewn.
- A promise. "Three ways to keep tomatoes fresh without a fridge."
- A problem people feel. "Your phone videos look dark? Try this."
Avoid clickbait: a hook that promises something the video does not deliver makes people leave and stop trusting you.
A simple structure
Most stories, from folktales to adverts, follow the same shape:
- Beginning. Who or what is this about, and what is the problem or question?
- Middle. What happens, what is tried, what changes?