Hook
The opening line of a caption or the first seconds of a video, designed to stop people scrolling.
People decide in a second or two whether to keep watching or reading. The hook is what earns that: a bold claim, a question, a surprising picture, or the payoff shown first.
A hook has to be honest. If the video doesn't deliver what the first two seconds promised, viewers leave and watch time drops, and the algorithm stops showing it.
Example
"This table took four days to oil. Here's why it's worth it."
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