The 9 hook formulas that print views
Every viral hook is a remix of one of nine proven formulas. Memorize these and you'll never sit in front of a blinking cursor again.
The formulas
1. CONTRARIAN: 'Everyone tells you X. They're wrong.'
2. CURIOSITY GAP: 'I tried X for 30 days. Here's what nobody talks about.'
3. STAKES: 'If I don't hit $10k this month, I lose my apartment.'
4. LISTICLE: '3 things I wish I knew before X.'
5. SHOW-DON'T-TELL: Start mid-action with a result already on screen.
6. CALL-OUT: 'If you're a [persona] watching this, stop scrolling.'
7. BEFORE/AFTER: Split-screen or fast cut to the transformation.
8. QUESTION: 'Why does X always happen when Y?'
9. PATTERN INTERRUPT: An unexpected visual or sound in frame 1.
How to combine them
The best hooks layer two formulas. Example: CALL-OUT + STAKES = 'If you're a freelancer under $5k/mo, this changes everything.'
Test 1 formula per week. Track which formula your audience rewards.
Examples in the wild
CONTRARIAN — Codie Sanchez: 'Stop buying stocks. Buy boring businesses.' Built an empire on this single hook shape.
STAKES — Jenny Hoyos: 'I have 60 seconds to make this $1 burger taste like a $50 one.' Real timer, real stakes.
PATTERN INTERRUPT — Zach King opens mid-illusion with an impossible object already on screen — brain refuses to scroll until it resolves.
Key takeaways
- →Pick 3 formulas to master this month — not all 9.
- →Stacking 2 formulas outperforms 1 by ~35% in average hold rate.
- →Your hook bank should have 30+ pre-written options before you film.