The hook is the first 3 seconds of a video. If you lose the viewer there, retention drops, the algorithm deprioritizes you, and sales never happen.
1. Pattern Interrupt — break expectations
Open with something a typical TikTok Shop viewer does not expect. Example: "I stopped selling this cream" — then explain why.
Works for: channels stuck in a rut, audiences tired of the same formula.
2. POV-Story — put the viewer in the scene
"POV: you bought a 2,000-baht cream and found out…" pulls viewers in as the protagonist. Retention rises because they want the ending.
Works for: mid-to-high ticket products, 20–35 female demographic.
3. Question Hook — ask something they need answered
"Do you know why this cream gets pulled from shelves every month?" The answer must be in the video. No clickbait — deliver.
Works for: products with a clear differentiator.
4. Contradiction — fight common sense
"People say SPF matters more than serum. The opposite is true." Only works if you can actually prove it in the video.
Works for: creators with real expertise. Not for beginners.
5. Before-After Tease
"I used this cream for 30 days. Here is what no one tells you." Show honest before-after, including downsides.
Works for: skincare, fitness, home transformation.
6. Urgency — limited-time framing
"Before this cream sells out, I need to tell you something." Real urgency, not fake. Tie to a real drop or sale date.
Works for: live prep, flash sales, collab drops.
7. Contrarian POV — against the current
"Everyone says SPF 50 is mandatory. I disagree. Here is why." Requires evidence. Used less in Thailand but works on debate-comfortable audiences.
Works for: established creators with audience trust.
Rotate hooks — do not use one format more than 3 videos in a row
The format that works best burns out fastest when repeated. Rotate 3–4 formats per week so retention holds and the algorithm reads your content as diverse.
Krevio's Script Generator returns 3 hook options every time for exactly this reason — pick the one you have not used this week.
Summary
A hook is not a gimmick. It is a signal that the video is worth 3 seconds. Match your hook to the real content, rotate formats, and the videos will land.