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It’s said that TikTok users decide whether to continue watching a video or not in the first 3 seconds of a video. Given that the TikTok algorithm rewards watch time and user retention, creators and brands must find ways to hook their users and hold their attention. Without a strong hook, your TikTok content will be scrolled past and sent into the abyss of videos that didn’t quite cut through the TikTok noise. If you’re struggling to see a return from your TikTok marketing, read on to see how you can effortlessly grab users’ attention with powerful hooks that send engagement through the roof.
The Psychology Behind The First 3 Seconds
In the world of short-form video, attention is like currency. Without attention, there are no views, and without views, there are simply no financial returns! The best measure of whether or not a video is grabbing attention is to analyse if users are making it beyond the first 3 seconds. Users who watch the first 3 seconds are likely to continue consuming the full video, and as already mentioned, TikTok’s algorithm rewards this. This decision to continue watching a video beyond the first few seconds often disrupts a pattern of endlessly scrolling from one video to the next. Once you’ve broken that pattern initially, your job of holding the user’s attention becomes far easier.
4 Types of High-Converting Hooks
It’s all well and good knowing what a hook is and why they are useful, but the key lies in understanding how to use them. Hooks can come in a few different shapes, but here are five of the most common types of hooks that you can integrate into your TikTok marketing strategy.
1. The Bold Claim Hook
A bold claim hook is exactly what it sounds like—making a bold or controversial statement to grab the attention of the user. Users don’t have to initially agree with your claim, but it must make them want to understand the thinking behind the claim. For example, starting a video by saying “Video games are not bad for children” is likely to grab attention because it goes against the norm. Obviously, you will have the opportunity to balance this argument further in the video, but starting with your most controversial opinion is often the best way to keep users watching.
2. The Curiosity Gap Hook
Creating curiosity is a tactic that has long been used in marketing. When trying to drive curiosity, it’s about offering an interesting take without giving away your full opinion, which is well-suited to TikTok content. If you’ve ever scrolled to a TikTok video that starts with a statement along the lines of “There’s a really easy way to grow your TikTok following”, then you’ve been targeted with a curiosity gap hook. In this example, you have to continue watching the video to find out what the tactic is.
3. The Direct Benefit Hook
A direct benefit hook should clearly outline what a user should get from the video. This is great for qualifying leads. If a user doesn’t watch the rest of your video, they’re probably not interested in your product or service anyway. But if they do finish watching your video, then there’s a strong chance that they’ll be a relevant user. An example of a direct benefit hook would be a video that starts by saying, “Here are 5 things to do every morning if you want abs by summer”.
4. The Relatable Pain Hook
Negative emotions or feelings can often be more powerful than positive ones when it comes to marketing and advertising, and playing on pain points is a great way to do this. To work successfully, it must trigger a response by being relatable, which is why it’s important to cover common struggles that your audience may have experienced. For example, a TikTok marketing agency may start a video by stating, “Most agencies over promise and under deliver” before going on to explain why they are different.
Final Thoughts
The first 3 seconds of your TikTok videos are the most important, and getting users beyond this point often means they’ll consume the full video. Try auditing your most recent content to see if users aren’t making it beyond the hook, and experiment with the hook strategies above to elevate your TikTok results.
