The Hook Pack. 50 hooks brands approve.

Why this exists

Most hook advice is about going viral. That's not your job when a brand is paying you. Your job is to make a video the brand approves, runs, and buys again.

We run creator programs for brands, including Tabs, where our creator videos reach 100M+ views a month. The person approving videos looks at the first two seconds first. If the hook is unclear, off-brand, or makes a claim the brand can't legally make, the video goes back for revisions. Or it doesn't get used at all.

So these hooks follow four brand-side rules:

1. The product or problem shows up in the first 2 seconds. Not at second 12.
2. It sounds like a real person. Not an ad.
3. No claims you can't back up. "Cured my acne" gets rejected. "The first thing that didn't make my skin angry" gets approved.
4. On-screen text matches what you say. Lots of people watch muted.

How to use this pack: each hook is a template with [brackets]. Fill them in for your product. Every hook has one example so you can hear how it sounds. Film 3 hooks for every video you deliver. Brands love testing hooks, and it makes you easy to rehire.

1. Problem hooks

Start with the pain your viewer already feels.

1. "If you [frustrating thing], watch this."
   Example: "If your coffee makes you crash by 11am, watch this."
   Copy hook
2. "I was so tired of [problem] that I tried [number] things. This is the one I kept."
   Example: "I was so tired of my hair going flat by lunch that I tried five things. This is the one I kept."
   Copy hook
3. "Nobody warned me that [life stage] means [problem]."
   Example: "Nobody warned me that working from home means eating crackers over the sink for lunch."
   Copy hook
4. "This is for the [specific person] who [specific struggle]."
   Example: "This is for the nurse who eats dinner standing up at 2am."
   Copy hook
5. "[Problem] used to ruin my [time of day]. Not anymore."
   Example: "Frizz used to ruin my mornings. Not anymore."
   Copy hook

2. POV hooks

Put the viewer inside a moment.

6. "POV: you finally found a [product type] that [benefit]."
   Example: "POV: you finally found a protein bar that doesn't taste like chalk."
   Copy hook
7. "POV: you're [situation] and you remember you have [product]."
   Example: "POV: you're stuck in traffic, starving, and you remember there's a snack in your bag."
   Copy hook
8. "POV: your [friend / partner / mom] asks what [result] is from."
   Example: "POV: your sister asks why your kitchen smells this good on a Tuesday."
   Copy hook
9. "POV: it's [time] and you need [outcome] in [short time]."
   Example: "POV: it's 7:40, you leave at 7:45, and you still need to look awake."
   Copy hook
10. "POV: you're the friend who always has [product] in your bag."
    Example: "POV: you're the friend who always has the good lip balm."
    Copy hook

3. Reaction hooks

Your honest face does the selling.

11. "I did not expect [product] to [surprising result]."
    Example: "I did not expect a $12 pan to make eggs this easy."
    Copy hook
12. "Trying [product] for the first time. Honest reaction."
    Example: "Trying the viral chocolate for the first time. Honest reaction."
    Copy hook
13. "My [person]'s reaction to [product] says everything."
    Example: "My toddler's reaction to this snack says everything."
    Copy hook
14. "Okay, I get the hype now."
    Example: "Okay, I get the hype now. [take a bite, nod slowly]"
    Copy hook
15. "I was ready to hate this."
    Example: "I was ready to hate this. I didn't."
    Copy hook

4. Comparison hooks

Show a before and after, or this versus that. Never trash a named competitor. Brands reject that.

16. "[Old way] vs. [new way with product]."
    Example: "My old 20-minute makeup vs. my 5-minute one."
    Copy hook
17. "I've used [product type] for [time]. Here's why I switched."
    Example: "I've used drugstore shampoo for ten years. Here's why I switched."
    Copy hook
18. "Expensive [category] vs. this [price] one."
    Example: "Salon blowout vs. this $40 brush at home."
    Copy hook
19. "Same [thing], two ways. Watch the difference."
    Example: "Same outfit, two ways. Watch the difference."
    Copy hook
20. "What [amount of money] gets you at [store] vs. [product]."
    Example: "What $10 gets you at the coffee shop vs. a week of this."
    Copy hook

5. Routine hooks

People love watching routines. Put the product in the routine, not on a pedestal.

21. "My [time of day] routine as a [identity]."
    Example: "My 5am routine as a mom of three."
    Copy hook
22. "Everything I [eat / use / pack] in a day as a [identity]."
    Example: "Everything I eat in a day as a teacher with 20 minutes for lunch."
    Copy hook
23. "The 3 things I do every [time] that changed [outcome]."
    Example: "The 3 things I do every night that changed how I wake up."
    Copy hook
24. "Come [do activity] with me."
    Example: "Come pack my gym bag with me."
    Copy hook
25. "My non-negotiables for [situation]."
    Example: "My non-negotiables for a long-haul flight."
    Copy hook

6. Unboxing hooks

The first look. Keep the product in frame and the reveal fast.

26. "Let's open the [product] everyone's been asking about."
    Example: "Let's open the planner everyone's been asking about."
    Copy hook
27. "I ordered [product]. Here's what actually showed up."
    Example: "I ordered the cheapest ring light I could find. Here's what actually showed up."
    Copy hook
28. "First impressions of [product], no edits."
    Example: "First impressions of this new serum, no edits."
    Copy hook
29. "What's inside a [product / kit] for [price]."
    Example: "What's inside a $30 skincare starter kit."
    Copy hook
30. "Unbox this with me and tell me if I'm crazy."
    Example: "Unbox this with me and tell me if I'm crazy for loving the packaging."
    Copy hook

7. Myth hooks

Correct something the viewer believes. Keep it true and keep it kind.

31. "Stop [common mistake]. Do this instead."
    Example: "Stop rinsing your pasta. Do this instead."
    Copy hook
32. "You don't need [expensive thing] to [result]."
    Example: "You don't need a fancy espresso machine to make a good latte."
    Copy hook
33. "I used to think [belief]. I was wrong."
    Example: "I used to think all sunscreen left a white cast. I was wrong."
    Copy hook
34. "The [category] mistake almost everyone makes."
    Example: "The houseplant mistake almost everyone makes."
    Copy hook
35. "[Common advice] is wrong if you [specific situation]."
    Example: "'Drink more water' is useless advice if you hate the taste of water."
    Copy hook

8. Objection hooks

Answer the doubt before the viewer says it.

36. "Is [product] worth [price]? Let's find out."
    Example: "Is a $60 water bottle worth it? Let's find out."
    Copy hook
37. "I know, another [category] video. But hear me out."
    Example: "I know, another dog food video. But hear me out."
    Copy hook
38. "Things I wish I knew before buying [product]."
    Example: "Things I wish I knew before buying a standing desk."
    Copy hook
39. "Honest review after [time period]."
    Example: "Honest review after 30 days of using this every morning."
    Copy hook
40. "Is this just hype? Here's my take after [time]."
    Example: "Is this just hype? Here's my take after two weeks."
    Copy hook

9. Story hooks

Open a loop. The viewer stays to see how it ends.

41. "The day I [moment], everything changed."
    Example: "The day I forgot my lunch for the third time, I finally fixed it."
    Copy hook
42. "So this happened at [place]."
    Example: "So this happened at my sister's wedding."
    Copy hook
43. "I almost [didn't do something] and I'm so glad I did."
    Example: "I almost returned this and I'm so glad I didn't."
    Copy hook
44. "Story time: how I [solved problem] with [product]."
    Example: "Story time: how I stopped losing my keys every single morning."
    Copy hook
45. "[Number] months ago I [struggle]. Here's what I changed."
    Example: "Three months ago I couldn't run a mile. Here's what I changed."
    Copy hook

10. List hooks

Fast, scannable, easy to watch to the end.

46. "[Number] [products] I'd buy again with my own money."
    Example: "3 kitchen things I'd buy again with my own money."
    Copy hook
47. "[Number] ways to use [product] you haven't tried."
    Example: "5 ways to use this chocolate that aren't just eating it."
    Copy hook
48. "Things that just make sense for [identity]."
    Example: "Things that just make sense for people with tiny apartments."
    Copy hook
49. "[Number] [category] hacks that actually work."
    Example: "3 meal prep hacks that actually work on a Sunday night."
    Copy hook
50. "Rating every [product type] I've tried, from worst to best."
    Example: "Rating every travel mug I've tried, from worst to best."
    Copy hook

The brand-side approval checklist

Before you deliver, run every video through this. It's the same thing the person approving it is checking.

• The product or the problem is visible or said in the first 2 seconds.
• On-screen text is spelled right and matches what you say.
• No health, results, or medical claims the brand didn't give you.
• No other brand's logo is visible in the frame.
• Music is from the platform's commercial library or licensed. (Ads often can't use trending sounds.)
• Good light on your face or the product. Window light counts.
• Audio is clear. Film close to the phone in a quiet room.
• You followed the brief's must-say points and avoided its must-not-say points.
• You delivered 3 hook options if the deal allows. It makes you easy to rehire.