Hook pattern
Claim
Bold assertion stated right up front.
Drops a strong statement viewers either agree with (validation) or disagree with (need to verify). Both keep them watching.
“AI is about to replace 80% of marketers in 2 years.”
When to use it
Use a bold claim when you have a strong, defensible point of view. It splits the room — people who agree feel seen, people who don’t watch to argue.
How to nail it
- Say it like you mean it — hedged claims don’t hook.
- Be ready to back it up in the video, or you lose trust.
- A number or timeframe makes it land harder (“80% in 2 years”).
Common mistake
Making a claim you can’t support, or one so safe nobody reacts. If everyone already agrees, it’s not a hook — it’s a fact.