UGC fundamentals
Hook
The opening seconds of a video designed to stop scrolling and make the viewer commit to watching the rest.
What it means in practice
A hook introduces immediate relevance through a question, problem, result, visual event, or specific promise. It should connect directly to the video's subject so the following content fulfills the expectation it creates.
Why it matters
The opening determines whether viewers receive enough context to continue and reach the main message.
How it is used
Creative teams script and test several opening lines or visuals while keeping the body and call to action consistent.
Also called
opening hook, scroll stopper
Related terms
- Product Demo VideoContent that shows a product being used step by step so viewers understand its features, benefits, and practical application.
- Call to ActionThe explicit instruction telling viewers what to do next, such as shopping, subscribing, commenting, or visiting a link.
- DeliverableA specific piece of contracted output, such as one vertical video plus three photos, that a creator must submit.