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Hook
The first seconds of a video or the first line of a caption, which decide whether anything after them gets seen.
On short video the decision is made in roughly the first two seconds, before most intros have finished playing. A logo animation, a greeting or a slow establishing shot spends the only attention the post was given.
A hook works by naming the thing the viewer already cares about: the problem, the number, or the claim they will want to argue with. It is not a trick. It is putting the payload first instead of last.
The most common fix on an underperforming account is not better production. It is deleting the first three seconds of every video.