Creative decisions
Make the opening communicate the promise, audience and reason to continue.
What we currently think
A useful hook does more than attract attention. It helps the right viewer recognize that the rest is for them.
Start with your question
- What should the viewer understand first?
- Which audience does this opening qualify?
- How should the next variation differ?
Start here
Creative Hooks That Stop the Scroll - TikTok, Instagram, Lemon8, YouTube Shorts & More
A channel-by-channel cheat-sheet of thumb-stopping video openers and hook formulas for marketers, SaaS founders and CMOs who want to shoot less but convert more.
Hook Intent Matrix - Designing Hooks That Qualify Leads (Not Just Views)
A practical framework for choosing hook angles based on funnel intent and audience awareness stage, with a testing protocol to prevent “viral but unqualified” traffic. Includes a hook scoring rubric and a matrix you can use to plan weekly iterations.
Hook Testing Cadence - A 12-Week Rotation System (2025)
A practical hook testing system you can run every week: what to test, how to name variants, how long to run them, and how to prevent creative fatigue. Includes a 12-week calendar and a simple scoring template.