5 Hook Frameworks That Stop the Scroll on TikTok and Reels

A hook is not a caption. A hook is the first frame + first line of narration + the visual choice you make at 0:00. Here are five frameworks that consistently earn a second in the feed.

1. The Confession

'I used to spend Sunday nights building a project tracker in Notion.' Personal, specific, admits a mistake — pattern-interrupt for a scrolling feed.

2. The Anti-Recommendation

'Don't buy [product] if you already have a system that works.' Curiosity + reverse psychology. Reads as honest, not salesy.

3. The Number

'I wrote 42 cold emails last month. This one line changed everything.' Specific numbers signal a real story, not a pitch.

4. The Screen Reveal

Open on a product screen mid-action, no narration for 0.5 seconds. Curiosity gap: what is this thing?

5. The Job-to-be-done

'How I stopped writing my own meeting notes.' Frames the product as the resolution before the viewer even knows what it is.

Want hooks written for your product?

Every Angle & Hook brief includes a hook matrix — the same frameworks above, applied to your product and audience. Start a brief and we'll draft your first three.