On Reels and TikTok viewers decide in a moment whether to stay or scroll. The opening of your video, the hook, has one job: to make the right person want to see what happens next. A strong hook does not need tricks. It needs clarity, relevance and curiosity.
Here are twelve hook formulas you can use as starting points. Adapt them to your business, your audience and your own natural way of speaking, in Arabic or English.
What makes a good hook
- It speaks to a specific person: 'If you own a salon in Dubai...'.
- It promises something valuable: a solution, a result, a surprise or an answer.
- It is quick: one short sentence or one striking visual.
- It is honest. The video must deliver what the hook promises.
- It works with sound off, thanks to on-screen text and a clear visual.
Formula 1: The question
Ask a question your audience genuinely wonders about. 'Why does your hair colour fade after two weeks?' or 'How much does a visa renewal really cost?'. Then answer it.
Formula 2: The problem
Name a frustration they recognise. 'Tired of ads that bring clicks but no customers?'. Then show the fix.
Formula 3: Result first
Show the end result in the opening seconds, then explain how. A finished room, a perfect dish, a clean dashboard. Be truthful about what is achievable.
Formula 4: The myth
'Everyone says you need to post daily. Here is why that is not always true.' Challenge a belief your audience holds, then explain with evidence or experience.
Formula 5: The mistake
'Three mistakes new tenants make in Dubai.' People like to avoid errors. Keep it specific and useful.
Formula 6: The list
'Five things to check before booking a wedding photographer.' Numbered lists give a clear promise and structure, which keeps people watching to the end.
Formula 7: The secret or insider tip
'What the kitchen does not tell you about brunch buffets.' Offer a behind-the-scenes insight, but never reveal anything confidential or misleading.
Formula 8: The comparison
'Instant coffee vs specialty coffee: the real difference.' Comparisons help people decide and feel useful.
Formula 9: The story
'Last week a customer walked in with a problem I had never seen.' Start in the middle of a moment and keep the story short.
Formula 10: The challenge or test
'I tried the same ad on three audiences. Here is what happened.' Experiments create curiosity. Share real findings.
Formula 11: The direct call-out
'If you live in Business Bay and work from home, watch this.' Calling out a group makes the right viewers pay attention.
Formula 12: The pattern interrupt
Start with something unexpected: an unusual visual, a sudden movement, a surprising sentence. It must connect to the point of the video, not just shock.
Put the hook into practice
- Write three different hooks for the same idea before you film.
- Say the hook out loud: does it sound natural?
- Show the key visual in the first frame.
- Add on-screen text with the main promise.
- Cut anything that delays the payoff.
- Test different hooks on similar videos and compare results.
Hooks in Arabic
- Write the hook in the Arabic you would use when speaking to a customer, not stiff literal translations.
- Match your dialect and tone to your audience: Gulf, Levantine, Egyptian or a neutral modern style.
- Check on-screen Arabic text for correct spelling, order and size.
- Test Arabic and English versions separately, since the best hook may differ.
Hook examples by industry
- Restaurant: 'This dish takes 14 hours to make. Here is why.'
- Clinic: 'Three things your dentist wishes you knew before whitening.' (Keep claims compliant.)
- Real estate: 'This 2-bedroom costs less than you think. Let me show you.' (Only with accurate figures.)
- Salon: 'Why your blow-dry only lasts a day.'
- E-commerce: 'I tested five phone cases so you do not have to.'
- B2B: 'Your ad budget leaks here. Let us fix it.'
Retention beyond the hook
- Promise early and deliver steadily.
- Keep the pace brisk, with cuts or visual changes every few seconds.
- Add small curiosity gaps: 'and the last one surprised me'.
- End with a clear next step: follow, save, send to a friend or message us.
- Make the ending loop back to the start when it fits.
Common mistakes
- Starting with a long greeting or logo.
- Clickbait hooks that the video does not deliver.
- Hooks about your company instead of the viewer's problem.
- Tiny text or hard-to-read captions.
- Too many ideas in one video.
- Copying a trend that does not fit your message.
Frequently asked questions
How long should a hook be?
Usually one to two seconds, or one short sentence.
Do I need to appear on camera?
No. Voice-over, text and strong visuals can work. People often connect strongly with a real person, though.
How do I know if a hook works?
Check the average watch time and the share of viewers who stay past the first few seconds in your analytics.
Our content team writes hooks, scripts and edits short videos in Arabic and English for UAE brands. Message us on WhatsApp or book a free 30-minute call.
Want help putting this into practice?
Book a free audit and we will review your marketing and suggest the quickest wins.
