All terms
Glossary
Hook
The first line or seconds of a video, written to make people stay for the rest.
On TikTok, Reels and Shorts, people decide in a second or two whether to keep watching. The hook is what earns that second: a question, a surprising fact, the start of a story.
A good hook promises only what the video delivers. A hook that tricks people raises views for a moment and lowers retention, which is what the algorithm watches.
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