# Hook

> The first 1–3 seconds of a video that stops the scroll and makes a viewer commit to watching.

*Engagement*

*Also known as: opening hook, video hook*

Canonical: https://novaclipper.com/glossary/hook

A hook is the opening of a short-form video — usually the first one to three seconds — engineered to interrupt scrolling and earn the next few seconds of attention. On TikTok, Reels, and Shorts, viewers decide almost instantly whether to stay, so the hook is the single highest-leverage part of any clip.

Strong hooks create an open loop: they promise a payoff, pose a question, show a surprising result first, or state a bold claim. Weak hooks waste the opening on intros, logos, or slow build-up. When you clip long-form video, the goal is to find moments that already begin on a hook — or to reorder the clip so the most arresting line lands first.

- Lead with the result, the conflict, or the boldest claim — not context.
- Match the on-screen caption to the spoken hook so it reads even on mute.
- Test multiple hooks from the same clip; small wording changes move retention a lot.

## Related

- [Free Viral Hook Generator](https://novaclipper.com/tools/hook-generator)
- [Score your hook 0–100](https://novaclipper.com/tools/viral-score-checker)
- [How to write viral hooks](https://novaclipper.com/blog/how-to-write-viral-hooks)

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