# Hook Archetypes

Six proven hook types that capture attention in 0-3 seconds. Up to 50% of viewers drop off in the first 3 seconds — the hook determines roughly 80% of a reel's success.

## 1. Curiosity Gap

**Pattern**: "No one's talking about this — but it changes everything"

Creates information deficit that demands resolution. Viewer MUST keep watching to fill the gap.

**Visual version**: Show unexpected result first, then cut to "how we got here"

**Examples**:
- "This one thing changed my entire morning routine"
- [Visual] Show the transformation, then rewind

## 2. Contrarian Statement

**Pattern**: "Stop doing [common advice]"

Creates cognitive dissonance, challenges assumptions. Viewer watches to see if they've been doing it wrong.

**Visual version**: Show someone doing the "wrong" way, freeze frame

**Examples**:
- "Stop waking up at 5am"
- [Visual] Cross out conventional wisdom

## 3. Numbered List

**Pattern**: "3 things that will change your [topic]"

Feels concrete, credible, promises specific value. Number creates expectation of completion.

**Visual version**: Show "1" or "3 things" on screen immediately

**Examples**:
- "5 places you need to visit in Dubai"
- "3 products I can't live without"

## 4. Shock/Surprise

**Pattern**: Leading with unexpected visual or statistic

Breaks pattern recognition, forces viewer to process something unusual.

**Best for visual-only content** — no words needed, the image speaks.

**Examples**:
- Dramatic landscape reveal
- Unexpected product use
- Before/after contrast

## 5. Pattern Interrupt

**Pattern**: Fast zoom, dramatic transition, or visually unexpected opening frame

Disrupts scrolling behavior through visual novelty. The eye is drawn to movement and change.

**Best for influencer/lifestyle content without voiceover.**

**Techniques**:
- Fast zoom into subject
- Dramatic lighting change
- Unexpected angle (looking up, looking down)
- Movement where stillness is expected

## 6. Bold Claim/Question

**Pattern**: "If your [topic] isn't working, here's why"

Identifies with viewer's problem, promises solution. Creates self-selection — the right audience stops.

**Visual version**: Show frustration, then confident presenter

**Examples**:
- "Why your skincare routine isn't working"
- "The real reason you're always tired"

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## Hook Selection Guide

| Content Type | Best Hooks |
|--------------|------------|
| Lifestyle/Travel | Pattern Interrupt, Shock/Surprise |
| Product Review | Numbered List, Bold Claim |
| Problem-Solution | Bold Claim, Contrarian |
| Tutorial | Numbered List, Curiosity Gap |
| Transformation | Shock/Surprise, Curiosity Gap |

## Visual-Only Hooks (No Voiceover)

For content without dialogue, focus on:
1. **Pattern Interrupt** — movement, transitions, unexpected angles
2. **Shock/Surprise** — stunning visuals, dramatic reveals
3. **Transformation** — before/after in first 2 seconds

The visual must create the "wait, what?" reaction that stops the scroll.
