Hook

The first 1-3 seconds of a video, the opening line of a caption, or the headline of an ad, designed to stop the scroll and make the viewer keep watching or reading.

Without a strong hook, the rest of your content is irrelevant. 70-80% of viewers decide to keep watching or scroll past within the first 3 seconds.

"I made £10,000 in one week from a product I made in 4 hours. Here's how." That's a hook. It creates curiosity, signals a payoff, and makes you want to know more.