Video hooks · 6 min read
Problem hooks that name the tension
A problem hook works when the right person already feels it. Then the product is allowed to show up.
Be specific or be skipped
“Work is hard” is weather. “I retype this into three tools every morning” is a scene. Specific tension is what makes a stranger feel seen.
Do not solve it in the first line
The hook names the knot. The demo unties it. If the first sentence already lists the features, you skipped the reason to care.
Three beats
The annoying moment, in the viewer’s words. A reaction or a wince, so it feels lived. The product doing the one action that removes that moment.