The first seconds decide whether someone keeps watching, so it's tempting to exaggerate. Don't. Overclaiming breaks advertising rules in the US and Canada, breaks most affiliate program rules, and makes viewers stop trusting you. A good hook is specific and true.
What makes a good hook
- A specific problem: “My pans never fit in this cupboard.”
- A visible result: show the before and after in the first second.
- A real question: “Is a cheap knife sharpener worth it?”
- A clear who-it’s-for: “If you work at a small desk, look at this.”
Rewrite these
Avoid“The best blender in the world.”
Better“The blender I reach for every morning, and why.”
Avoid“Everyone needs this!”
Better“Handy if you cook for one.”
Avoid“Hurry, it’s almost gone!”
Better“Check the current price and stock at the link.”
Avoid“Only $19.99 today!”
Better“See today’s price at the link.”
Avoid“This changed my life.”
Better“This saves me a few minutes every morning.”
Avoid“Clears up your skin in a week.”
Better“How it feels and how I use it. Results differ for everyone.”
Avoid“This pays for my groceries.”
BetterLeave your commissions out of your videos completely.
Never write
- Income claims: what you make, what viewers could make, or screenshots of commissions.
- Fake urgency: invented countdowns, “almost sold out” or “last chance” when it isn't true.
- “Best”, “number one” or “clinically proven” unless there is real proof you can point to.
- Prices in the video. Prices change every day, and an old price can mislead viewers. Say “check the current price” instead.
- Health or medical claims, or before-and-after results you can't back up.
- Experiences you didn't have. If you haven't used it, don't say you have.
Captions
The caption supports the video. Keep it short: one line that adds something (who it’s for, a limit, a tip), the disclosure, and a few relevant hashtags.
Put #ad (or #pub) at the start, where it shows before “more”. Three to five specific hashtags, such as #smallkitchen or #desksetup, work better than twenty general ones.
Example: “#ad Fits on a narrow counter and cleans in a minute. Too small for big batches. #smallkitchen #cookingforone”
Say it like a friend would
The tone that works best is the one you'd use with a friend who asked for a recommendation: what it is, what it's good at, what it isn't good at, and who should skip it. Mentioning a limit makes the rest of what you say more believable.
Read your hook out loud before you post and ask: is this exactly true, and would I say it to a friend who asked?