The hook
| Field | What it holds |
|---|---|
text | The verbatim opening line, max 25 words |
start_sec / end_sec | Where the hook runs — typically the first 10–30 seconds |
type | What kind of open it is (below) |
strength | 1–10, content-based |
Hook types
| Type | The move |
|---|---|
promise | Names the payoff up front — “by the end of this you’ll…” |
contradiction | Opens against the audience’s expectation |
big-claim | A bold, concrete assertion that demands a response |
question | Opens a loop the viewer needs closed |
cold-open | Drops into the action mid-scene, no setup |
story-open | Starts a narrative the viewer wants finished |
Re-hooks
Attention decays; performing videos re-earn it on a cadence. Each re-hook entry:| Field | What it holds |
|---|---|
at_sec | When it fires |
text | The verbatim line |
function | reopen-loop | raise-stakes | pattern-interrupt | new-question |
Three hook readings, one video
videngineer reads the hook three ways — they answer different questions:| Reading | Scale | What it measures |
|---|---|---|
Blueprint hook_score | 0–10 | Visual — the first three frames: on-screen text, tight framing, motion. See The Blueprint |
Script hook.strength | 1–10 | Content — how hard the opening words earn attention |
| Scorecard hook dimension | 0–10 | Format-relative — how the open performs against the bar for this format. See Scorecard |
What to do with it
- Write your hook in the same type, never the same words. If the reference wins with a
big-claim, your video needs a big claim about your subject — matching the shape is the transferable part. - Map the re-hook cadence onto your script length. A re-hook every ~20 seconds in the reference means your 60-second version needs two. Put them in the beat sheet slots before writing lines.
- Diagnose weak hooks with the split reads. High views with a sub-55 hook strength usually means distribution is doing the work — study that channel’s distribution, not its opening line.
- Test hooks against your cold audience. The hook exists for people who don’t care yet; if your open only works for people who already know you, it isn’t a hook.
Related layers
Script analysis
The full skeleton the hook belongs to.
Scorecard
Where the hook sits in the format score — and how much it’s weighted.
The Cuts
The opening shot itself, as a playable clip.
The Blueprint
The visual hook read — what the first frames show before a word lands.