"You need a better hook."
You've heard it a hundred times. But nobody ever tells you what that actually means. What does a good hook look like? What makes one hook outperform another?
We stopped guessing. We analyzed 8,426 videos across TikTok and Instagram, tagged every single one by hook type, and measured the engagement rate for each.
Here's what we found.
The 7 hook types, ranked
| Hook Type | What It Means | Videos | Avg Engagement | Top Video |
|---|---|---|---|---|
| Hot Take | Say something bold | 1,058 | 7.8% | 1.9M views |
| Flip the Script | Challenge what people believe | 1,306 | 6.3% | 17.7M views |
| Talk to the Camera | Raw, unscripted energy | 448 | 6.1% | 6.8M views |
| Pull Them In | Ask a question or open a mystery | 2,041 | 6.1% | 69.7M views |
| Show Something Wild | Reveal something they haven't seen | 524 | 5.4% | 24.2M views |
| Predict the Future | Tell people what's coming next | 774 | 5.4% | 14.4M views |
| Lead with Proof | Open with a number or result | 461 | 5.2% | 28.1M views |
Here's what that looks like visually.
Average Engagement Rate by Hook Type
Distribution of Hook Types Across 8,426 Videos
Now let's break each one down with real examples and real videos.
Hot Take
Say something bold. Force people to agree or disagree.
7.8%
Avg engagement
1,058
Videos analyzed
1.9M
Top video views
The simplest hook there is. You open your video with a strong, opinionated statement. No setup. No context. Just a take that makes people feel something.
People can't scroll past something they disagree with. They have to watch to see if you back it up. And if they agree, they share it to prove a point.
Real examples from the data:
The Bengals should be ASHAMED of how they handled Joe Burrow
@benlikessports · 1.8M views
We just witnessed the single greatest game in MLB history
@benlikessports · 1.7M views
If you look up the word 'dog' in the dictionary, the only thing that pops up is Baker Mayfield
@benlikessports · 195K views
Watch this one in action:
This hook type has the highest average engagement of anything in the dataset. It's built for comments. People argue, tag friends, and quote it in their own videos.
When to use this
When you have a strong opinion about something your audience cares about. Sports, pop culture, industry drama, anything with a built-in fanbase that loves to debate.
Flip the Script
Say the opposite of what people expect. Challenge what everyone assumes is true.
6.3%
Avg engagement
1,306
Videos analyzed
17.7M
Top video views
You open by contradicting conventional wisdom. You tell people the thing they believe is wrong. Their brain goes "wait, what?" and now they're watching.
Different from a Hot Take because you're not just sharing an opinion. You're specifically going against what most people think.
Real examples from the data:
WNBA players need to STOP making Caitlin Clark mad
@benlikessports · 186K views
Posting times don't matter. Here's what actually does.
@scalewithmuhammad · 199K views
STOP using ChatGPT. It's outdated and falling behind.
@evhandd · 102K views
If my kids ask who the greatest tight end of all time is, I'm telling them number 87... from the New England Patriots
@benlikessports · 164K views
Watch this one in action:
This hook type has the highest ceiling in the dataset. The top Flip the Script video hit 17.7M views. When you nail one, it goes massive because people share it to start arguments.
When to use this
When you can challenge a popular belief and back it up. Works for educational content, myth-busting, and anything where the audience has a strong default assumption you can flip.
Talk to the Camera
No intro, no graphics. Just talk like you're FaceTiming a friend.
6.1%
Avg engagement
448
Videos analyzed
6.8M
Top video views
You pick up the phone and start talking. Mid-thought. No setup. No "hey guys, welcome back." Just raw, unfiltered energy like you're in a conversation.
In a feed full of polished, over-produced content, this stands out because it feels personal. Like the creator is talking directly to you, not performing for an audience.
Real examples from the data:
Let me tell you something. When you are brave enough...
@higherupwellness · 131K views
Does anyone care to fill me in on what's happening?
@higherupwellness · 162K views
This New York Boston rivalry goes so deep
@kentsports24 · 5.7M views
Watch this one in action:
Fewer views on average than other types, but the engagement rate is high because people who watch feel a real connection. They comment. They reply. They share it saying "this is literally me."
When to use this
When you're speaking from personal experience, frustration, or genuine emotion. Rants, motivational content, reactions, anything where being real matters more than being polished.
Pull Them In
Open with a question, a mystery, or a 'wait... what?' moment that creates an open loop.
6.1%
Avg engagement
2,041
Videos analyzed
69.7M
Top video views
You ask a question or set up a mystery in the first few seconds. The viewer's brain needs an answer, and the only way to get it is to keep watching.
This is the most common hook type in the entire dataset (2,041 videos) and it holds the record for the single highest-viewed video at 69.7 million views.
Real examples from the data:
What in the world was in the water at Ohio State?
@benlikessports · 488K views
Jerry Jones just did the dumbest thing you can do in contract negotiations
@benlikessports · 118K views
Here's why the Boston Celtics hired a chess prodigy
@defaultpositive · 523K views
Watch this one in action:
If you make educational content, explainers, or breakdown videos, this is your bread and butter. It also pulls the highest average views of any hook type at 501K per video.
When to use this
When you're breaking down a story, explaining something complex, or investigating a topic. Works across every niche. If there's a "why" or "how" your audience wants answered, lead with the question.
Show Something Wild
Open with something the viewer has never seen before. Let the visual do the talking.
5.4%
Avg engagement
524
Videos analyzed
24.2M
Top video views
Instead of telling people something is impressive, you show them. The first frame is something unexpected, futuristic, or "how is this possible?" and that visual alone stops the scroll.
You're not making a claim. You're showing proof. The hook IS the demo.
Real examples from the data:
AI voices with emotion are finally here
@benkaluza · 52K views
100% AI commercial was just aired during the NBA Finals
@evhandd · 222K views
Watch the top-performing Show Something Wild hook (31.7% engagement):
This hook type pulls the second-highest average views at 514K. It's the go-to for tech demos, product reveals, cooking transformations, before/afters, and anything where seeing is believing.
When to use this
When you have something visually surprising to show. Tech demos, product reveals, transformations, anything where the first few seconds are visually "whoa." Don't describe it. Show it.
Predict the Future
Tell people what's about to happen. Make a prediction they can't ignore.
5.4%
Avg engagement
774
Videos analyzed
14.4M
Top video views
You open by telling the viewer what's coming next. You're positioning yourself as someone who sees around corners, and people watch to find out if you're right.
Predictions are shareable by nature. People either want to prove you wrong later, or bookmark you so they can say "I told you so."
Real examples from the data:
AI is about to take over social media in under 12 months
@evhandd · 25K views
The NBA is in grave danger, man
@benlikessports · 583K views
You are not ready for what this new AI can do
@rpn · 9.3M views
Watch this one in action:
When to use this
When you have a strong read on where something is headed. Works well in tech, sports, finance, and any niche where there's always a "what happens next?" angle.
Lead with Proof
Open with a specific number, result, or piece of evidence. Let the data do the talking.
5.2%
Avg engagement
461
Videos analyzed
28.1M
Top video views
You skip the intro and drop a number in the first second. A stat, a result, a before/after. Something specific that registers as credible and makes people want the full story.
Numbers are pattern interrupts. Your brain processes "50,000 followers in 4 posts" differently than "I grew my account fast." Specificity stops the scroll.
Real examples from the data:
50,000 followers in 4 posts
@evhandd · 6.2K views
80% of all autoimmune diseases happen to women... why?
@melrobbins · 28.1M views
Watch this one in action:
Despite ranking 7th in engagement rate, this hook type has the second-highest top video in the entire dataset at 28.1 million views. When the proof is strong enough, nothing else matters.
When to use this
When you have real numbers, real results, or a stat that makes people stop. Case studies, listicles, tool reviews, and anything where you can lead with evidence instead of opinion.
How to pick the right hook
This isn't about memorizing 7 categories. It's about matching the hook to the content you're making.
Strong opinion about something? Use a Hot Take or Flip the Script.
Telling a story or reacting to something? Talk to the Camera.
Explaining or breaking something down? Pull Them In with a question.
Showing something visual or new? Show Something Wild.
Making a prediction or calling a trend? Predict the Future.
Have numbers or results to share? Lead with Proof.
The best creators rotate between hook types. One Flip the Script, one Pull Them In breakdown, one Lead with Proof case study. The variety keeps both the algorithm and the audience engaged.
The bottom line
After 8,426 videos, the pattern is clear. Your hook isn't just the first 3 seconds. It's the entire reason someone watches, comments, or shares.
Hot Takes drive the most engagement. Pull Them In hooks drive the most views. Flip the Script creates the most viral potential. And all of them outperform videos with weak or generic openings by a wide margin.
If you want to know which hook types are working in your specific niche right now, that's what we built The Content Labs to do. We analyze the videos, tag the hooks, measure the engagement, and build you a 30-day plan around what's actually performing.