Been auditing scripts for creators this month and the pattern is brutal: almost every video that flops dies in the first 3 seconds — not because the content is bad, but because the hook gives viewers a reason to leave instead of a reason to stay.

Three patterns I keep seeing:

1. The "warm-up" opener. Starting with "Hey guys, so today I wanted to talk about..." is a scroll trigger. The algorithm doesn't care about your intro — it cares about retention in the first 2 seconds. Cut straight to the tension.

2. No stakes, no curiosity gap. A hook needs to promise something the viewer can't get anywhere else, or make them feel like they're missing information right now. "Here's a tip" is weak. "I lost $4,000 because I didn't know this" is strong.

3. Visual mismatch. Your first frame needs to match your hook line. If you say "this changed everything" over a static talking head, the pattern interrupt never lands. Cut on action, not on setup.

Quick framework I use when rewriting scripts: Claim → Consequence → Curiosity gap — state what happened, why it matters to the viewer, then withhold the resolution. Works across niches because it's structural, not stylistic.

If you want the full breakdown of hook formulas we use for audits, I put together a guide — happy to share specifics if anyone wants to dig into their own scripts.