3-Second Hook Script
The first 3 seconds decide whether the user scrolls away. This skill does one thing: write 6–10 different opening variations for the same product, each with dialogue, visual, and text overlay, ready for A/B testing.
Part of ecommerce-video-skills
Inputs
- What the product is and who it's for (audience + scenario)
- 1–3 real selling points (must be user-verified facts)
- Platform and language (Chinese / English / bilingual)
- Optional: competitor common claims, pain points from negative reviews, existing assets (images / videos)
Steps
- Find the most painful scenario: Start from "when does the user feel annoyed?" not "how good is the product?"
- Write 1 line for each hook pattern in the table below, each ≤ 18 Chinese characters (Chinese speech rate is about 4–5 chars/sec, spoken in 3 seconds).
- Match with visuals: The first frame must show the product or the pain point—no logo intro.
- Match with text overlay: Overlay text ≤ 10 characters, acting as the "headline version" of the dialogue, not a word-for-word repeat.
- Compliance self-check (see checklist): Remove any claims that cannot be proven.
- Output: Table + Top 3 recommendation + one sentence explaining why.
Hook patterns
| Type | Formula | Example (Insulated Bottle Demo) |
|---|---|---|
| Pain point question | Haven't you also…? | Isn't you cold water warm by noon? |
| Contrast | Looks like A, but actually B | Looks like a regular cup, but you can pour ice out at night |
| Result-first | Show the result first, then explain | (Shows ice pouring out at night) This was filled this morning |
| Numbers | N / N seconds / N hours | 8 hours in a commuter bag, not a single drop leaked |
| Scenario | When you are at X | When you finish a workout and want a sip of cold water |
| Wrong way | Don't do this anymore | Stop shoving a leaky cup into your bag |
| Comparison | Left vs. right | Left: regular cup. Right: this one. Filled with ice at the same time. |
| First-person recommendation | I… | I swapped three cups before keeping this one |
| Suspense | The last one is the most important | 3 things to look for in a bottle—#3 is most often overlooked |
The examples like "8 hours" and "still has ice at night" can only be used if you actually tested it.
2026 High-Retention Hook Angles
Beyond the 9 basic types above, these 7 angles focus more on "stop-scrolling + retention." The example product is still the fictional AURA Insulated Bottle; unverified data cannot be used (claims like duration, temperature, leak-proof are for demonstration only).
| Angle | Chinese Short Example | English short example |
|---|---|---|
| Pattern interrupt | Don't scroll yet—is the ice in your cup still there? | Wait— is the ice in your bottle still there? |
| Timed POV | Follow my 8-hour commute. We open the bottle at home. | Commute with me for 8 hours. We open the bottle at home. |
| Contrast anchor | Left: regular cup. Right: this one. Same ice, same time. | Left: basic cup. Right: this one. Same ice, same time. |
| Confession | Honest take: I used to think all bottles were the same. | Honest take: I used to think all bottles were the same. |
| Trend hitch | Everyone's asking about ice retention—I only check one thing. | Everyone's asking about ice retention—I only check one thing. |
| Stop scrolling if… | Stop scrolling if your bottle sweats through the bag. | Stop scrolling if your bottle sweats through the bag. |
| Nobody talks about… | Nobody talks about this: leaks are usually the lid, not the body. | Nobody talks about this: leaks are usually the lid, not the body. |
Writing tips: For pattern interrupt, the first 5 words should "not sound like an ad"; for timed POV, you must actually be able to capture a time span; for contrast anchor, use "regular version" without naming competitors; for confession, immediately follow the second half with a provable selling point; for trend hitch, only borrow the topic, not copyrighted assets.
Prompt template (for any LLM)
You are an e-commerce short video director. Write 8 different 3-second openings for the product below, each using a different hook type.
Product: {product name + one-line description}
Audience & Scenario: {who, when do they use it}
Real selling points (only use these, do not fabricate data): {selling point 1}; {selling point 2}; {selling point 3}
Platform: {Douyin / TikTok Shop / WeChat Video Account}, Language: {Chinese}
Output table columns: # | Hook type | Dialogue (≤ 18 characters) | First frame visual | Text overlay (≤ 10 characters) | Risk word check
Finally, give Top 3 recommendations with reasons. Prohibited words: ultimate, best, top-tier, national-level, 100%, cure, or any absolute/unprovable claims.
English version: replace the language line with Language: English (US), ≤ 10 words per line, casual creator tone.
Pipeline Integration
Write the selected hook into the first shot of storyboard.json:
{"image": "assets/lifestyle.webp", "motion": "punch", "line": "Taking cold water out in summer, isn't it warm by noon?",
"sub": "Cold water **warm** by noon?", "title": "Cold water won't last till noon?"}
motion: "punch" is a rapid push-in to open the scene, paired with the title text overlay popping up.
Checklist
- Spoken within 3 seconds (≤ 18 characters, or English ≤ 10 words)
- First frame shows product or pain point—no logo intro
- Text overlay is not a complete repeat of dialogue; ≤ 10 characters
- All numbers/effects have real basis; no absolute language (advertising law)
- No disparaging of named competitors; use "regular version" for comparisons
- At least 3 different hook types for A/B testing
Common Issues & Fixes
| Issue | Fix |
|---|---|
| Opening too long, can't finish in 3 seconds | Remove adjectives; keep only "scenario + pain point" |
| Sounds like an ad, gets swiped away | Change to first-person or question; drop brand name to shot 2 |
| Used unprovable numbers | Replace with visual demonstration (e.g., pouring ice) instead of verbal numbers |
| All versions look too similar | Force each version to use a different hook type and change the first frame |