I've written hundreds of short-form scripts for creators and brands. Here are the 5 hook structures I keep coming back to because they consistently outperform everything else:

1. The Pattern Interrupt

"Stop scrolling if you [specific identity marker]."

Works because it calls out a specific person. Generic = skip. Specific = stop.

2. The Controversial Take

"Most [niche] advice is wrong. Here's why."

Triggers curiosity + disagreement. Both = engagement.

3. The Before/After Gap

"I went from [bad state] to [good state] in [timeframe]. Here's the one thing I changed."

Simple. Relatable. The "one thing" creates a curiosity loop that forces the watch.

4. The Secret Reveal

"Nobody talks about this, but [insider knowledge]."

Positions you as an insider. People lean in when they think they're getting access to hidden info.

5. The Direct Challenge

"You're losing followers every time you [common mistake]."

Pain-driven. Makes them feel the cost of NOT watching.

The real secret? It's not just the words — it's the delivery. The hook has to land in under 2 seconds, with zero warmup. No "hey guys." No throat clearing. Open on the tension.

If your Reels are getting under 10K views, your hooks are almost certainly the bottleneck. The content after the hook can be great — but if nobody sticks past second 3, it doesn't matter.

I write hooks and full short-form scripts for creators and brands through HookSmith. If your content is good but your reach isn't matching, that's exactly what I fix.