1. Say it, show it, and write it. The first line you say, what people see, and the words on screen all make the same point. Most people watch with the sound off.
2. Tell a story with a number in it. Old hooks were general lessons: "3 tips for...", "How to...". The hooks that work now start with your own story and a number, a date or a price, and teach through it. Old: "3 tips to stop cramps." New: "I had this problem for 2 years. This is the 1 thing that fixed it."
3. You have about 1 second. Start with the product moving or with you already talking. No hello, no intro.
4. Quiet can win. Feeds are loud. A calm shot and a plain sentence can stop people too.
5. Film 5 hooks for 1 video. Keep the rest of the video the same. Run them all and keep the one people stop for.
6. Keep the promise. The video has to deliver what the hook said. A hook that tricks people gets the click and loses the sale.