Analyzing, evaluating, or generating hooks for short-form

Hook anatomy

by scrollmark · MIT license · ★ 15 on GitHub

Use when analyzing, evaluating, or generating hooks for short-form video or text posts.

---
name: hook-anatomy
description: Use when analyzing, evaluating, or generating hooks for short-form video or text posts.
---

# Hook Anatomy

A hook is the first 1-3 seconds of video (or first line of text) that creates a reason to keep consuming. It's not a summary. Not an introduction. A hook opens a loop the viewer needs closed.

## Hook Patterns

These are structural patterns, not templates to copy verbatim.

**Curiosity gap** — implies knowledge the viewer doesn't have. "I found out why..." / "Nobody talks about this part." Works because humans are wired to close information gaps.

**Pattern interrupt** — visual or verbal surprise that breaks scroll autopilot. An unexpected image, a jarring first word, a scene that doesn't immediately make sense. The viewer stops to figure out what they're looking at.

**Identity call-out** — "If you're a [specific identity]..." Instant relevance filter. People who identify will stay; others scroll. High retention rate because the audience self-selects.

Overview

A hook is the first 1-3 seconds of video (or first line of text) that creates a reason to keep consuming. It's not a summary. Not an introduction. A hook opens a loop the viewer needs closed.

Manual install (npx, ZIP)

Claude Codenpx skills add scrollmark/social-skills --skill hook-anatomy -g -a claude-code

Claude Code (degit)npx degit scrollmark/social-skills/skills/hook-anatomy#master ~/.claude/skills/hook-anatomy

Claude.ai / desktopZip the folder and upload it under Settings → Capabilities → Skills.

Codex, Cursor, other agentsPoint them at SKILL.md. The other files are plain text.

Connects with Agent Alley MCP · agentalley.io/mcp

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Outline

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Hook Anatomy

A hook is the first 1-3 seconds of video (or first line of text) that creates a reason to keep consuming. It's not a summary. Not an introduction. A hook opens a loop the viewer needs closed.

Hook Patterns

These are structural patterns, not templates to copy verbatim.

Curiosity gap — implies knowledge the viewer doesn't have. "I found out why..." / "Nobody talks about this part." Works because humans are wired to close information gaps.

Pattern interrupt — visual or verbal surprise that breaks scroll autopilot. An unexpected image, a jarring first word, a scene that doesn't immediately make sense. The viewer stops to figure out what they're looking at.

Identity call-out — "If you're a [specific identity]..." Instant relevance filter. People who identify will stay; others scroll. High retention rate because the audience self-selects.

Contrarian take — "Unpopular opinion..." / challenges something the audience believes. Creates tension that needs resolution. Works best when the take is genuinely surprising, not just inflammatory.

Transformation tease — before/after implied. "I tried X for 30 days." The viewer needs to see the result. The bigger the implied gap between before and after, the stronger the hook.

Story drop — starts in the middle of action. "So there I was, standing in my boss's office, holding a pineapple." Context is missing and the viewer needs it.

Evaluating Hook Strength

Three questions:

Does it open a loop? If the viewer can feel satisfied after the first 3 seconds, there's no hook.
Could you scroll past? Be honest. If nothing about the first moment demands attention, it's weak.
Is the payoff implied? The viewer should have a sense of what they'll get by staying, even if the specifics are unclear.

Platform Differences

Hooks work differently by platform. Load the relevant references/platforms/{platform}.md from this skill's own directory.

Key distinction: TikTok hooks are visual + text overlay (the first frame and on-screen text do the work). Instagram Reels hooks are often spoken — the first words matter most. YouTube hooks happen before the video — the thumbnail and title ARE the hook. First 30 seconds then justify the click.

Anti-patterns

"Hey guys, welcome back" — no open loop, no reason to stay. The viewer doesn't care about your greeting.
Clickbait without payoff — opens a loop but never closes it, or the answer is disappointing. Erodes trust and kills long-term retention.
Hook-content disconnect — the hook promises one thing, the content delivers another. Viewers learn not to trust you.
Slow hooks — if the hook takes more than 3 seconds to land on short-form video, it's too slow. Every fraction of a second matters in the first moments.

1	---
2	name: hook-anatomy
3	description: Use when analyzing, evaluating, or generating hooks for short-form video or text posts.
4	---
5
6	# Hook Anatomy
7
8	A hook is the first 1-3 seconds of video (or first line of text) that creates a reason to keep consuming. It's not a summary. Not an introduction. A hook opens a loop the viewer needs closed.
9
10	## Hook Patterns
11
12	These are structural patterns, not templates to copy verbatim.
13
14	Curiosity gap — implies knowledge the viewer doesn't have. "I found out why..." / "Nobody talks about this part." Works because humans are wired to close information gaps.
15
16	Pattern interrupt — visual or verbal surprise that breaks scroll autopilot. An unexpected image, a jarring first word, a scene that doesn't immediately make sense. The viewer stops to figure out what they're looking at.
17
18	Identity call-out — "If you're a [specific identity]..." Instant relevance filter. People who identify will stay; others scroll. High retention rate because the audience self-selects.
19
20	Contrarian take — "Unpopular opinion..." / challenges something the audience believes. Creates tension that needs resolution. Works best when the take is genuinely surprising, not just inflammatory.
21
22	Transformation tease — before/after implied. "I tried X for 30 days." The viewer needs to see the result. The bigger the implied gap between before and after, the stronger the hook.
23
24	Story drop — starts in the middle of action. "So there I was, standing in my boss's office, holding a pineapple." Context is missing and the viewer needs it.
25
26	## Evaluating Hook Strength
27
28	Three questions:
29
30	1. Does it open a loop? If the viewer can feel satisfied after the first 3 seconds, there's no hook.
31	2. Could you scroll past? Be honest. If nothing about the first moment demands attention, it's weak.
32	3. Is the payoff implied? The viewer should have a sense of what they'll get by staying, even if the specifics are unclear.
33
34	## Platform Differences
35
36	Hooks work differently by platform. Load the relevant `references/platforms/{platform}.md` from this skill's own directory.
37
38	Key distinction: TikTok hooks are visual + text overlay (the first frame and on-screen text do the work). Instagram Reels hooks are often spoken — the first words matter most. YouTube hooks happen before the video — the thumbnail and title ARE the hook. First 30 seconds then justify the click.
39
40	## Anti-patterns
41
42	- "Hey guys, welcome back" — no open loop, no reason to stay. The viewer doesn't care about your greeting.
43	- Clickbait without payoff — opens a loop but never closes it, or the answer is disappointing. Erodes trust and kills long-term retention.
44	- Hook-content disconnect — the hook promises one thing, the content delivers another. Viewers learn not to trust you.
45	- Slow hooks — if the hook takes more than 3 seconds to land on short-form video, it's too slow. Every fraction of a second matters in the first moments.
46