The hook patterns that stop the scroll on TikTok
You have about a second to earn the next one. These hook patterns consistently win that second.
On TikTok, the first second isn't part of the ad — it's the audition for the rest of it. Miss it and nothing else you made matters.
Open on the payoff, not the setup
Scrollers don't wait for context. Lead with the result, the transformation, or the boldest claim, then earn back the setup once you've got their attention.
Name the viewer
“If you've ever…” speaks to one person. Calling out a specific situation makes the right viewer feel seen and the wrong one scroll on — which is exactly what you want.
Create an open loop
Tease something you won't resolve until later: “The third one surprised me.” Curiosity is the cheapest retention mechanic there is.
Match the native feel
The best-performing hooks look like content, not commercials. Polished enough to trust, raw enough to belong on the feed.