Most short-form videos die in the first 1.5 seconds because the hook is generic ("Hey guys, today I'm going to talk about..."). Here are 3 hook structures currently outperforming everything else on YouTube Shorts, TikTok, and Reels:

1. The Contradiction Hook

Start by stating something the viewer believes, then immediately contradict it.

"Everyone says post daily to grow. I posted once a week and hit 500K subs. Here's why."

2. The Countdown Confession

Frame the video as a forbidden or exclusive list — numbers create an open loop the brain wants closed.

"3 things nobody tells you about [topic] before you start."

3. The Cold Open Consequence

Skip the setup entirely. Open on the result or conflict, then rewind.

"This mistake cost me $10,000. Let me show you what happened."

Why these work: each one creates an open loop (curiosity gap) in under 2 seconds, which is the single biggest driver of retention in the first 3 seconds — the metric every algorithm weighs most heavily.

Quick test: Take your last 3 video hooks and rewrite them using one of these formulas. Post the before/after in the comments — happy to give feedback on any of them.