The decision happens before you say anything important
By the time you get to your main point, half your potential audience has already left. The first 3 seconds are not the introduction to your video. They are the audition. The viewer is deciding in real time: is this worth my next 25 seconds?
Most creators lose this audition by doing one of three things: starting with context ("So today I wanted to talk about..."), starting with a greeting ("Hey guys, welcome back..."), or starting with their credentials ("As someone who has been doing this for 10 years..."). All three tell the viewer nothing about what they will get, and the viewer leaves.
Here is what to say instead.
The 8 opening line templates that work
These are structured around the hook formulas that appear most consistently in high-performing short-form content across TikTok, Reels, and Shorts.
Template 1: The Problem You Have Right Now
Structure: Name a specific problem the viewer is experiencing.
Formula: "If you [specific situation], here is why [unexpected cause]."
Examples:
- "If your videos are getting views but zero followers, here is exactly why."
- "If you have been going to the gym for 3 months and not seeing results, this is the reason."
- "If you feel exhausted by 2pm every day, your morning routine is the problem."
Best for: Educational, Tutorial. Works on all three platforms.
Template 2: The Uncomfortable Truth
Structure: State something true that your audience does not want to hear.
Formula: "[Common behaviour] is actually [negative outcome you did not expect]."
Examples:
- "Posting every day is the reason your account stopped growing."
- "Saving money in a regular savings account is making you poorer."
- "Waking up at 5am is not making you more productive — here is what actually is."
Best for: Controversial, Rant, Educational. Very high retention on TikTok.
Template 3: The Specific Number
Structure: Open with a precise statistic or number that reframes the topic.
Formula: "[Specific number or percentage] of [audience] are [doing the wrong thing / missing this]."
Examples:
- "92% of small creators make the same mistake in their first 10 posts."
- "Most people lose 40% of their income to things they have never tracked."
- "The average Reel gets 70% of its views in the first 6 hours — and then nothing."
Best for: Educational, Data-driven. Strong on Reels and Shorts.
Template 4: The Direct Address
Structure: Speak directly to the exact person this video is for.
Formula: "This is for [specific person in specific situation]."
Examples:
- "This is for anyone who has been posting consistently but feels completely invisible."
- "If you are a first-generation professional trying to build wealth, this is for you."
- "This is for the gym person who is doing everything right and still not seeing the body change."
Best for: Any tone. Creates immediate connection. Works especially well on Reels where saves come from recognition.
Template 5: The Before-and-After Tease
Structure: Describe your transformation or result upfront, before explaining how.
Formula: "I went from [bad state] to [good state] by doing one thing differently."
Examples:
- "I went from 200 followers to 80,000 in 4 months. Here is the one thing I changed."
- "I was spending 6 hours a week on content. Now I spend 45 minutes. Same results."
- "I was flat broke at 27. By 29 I had paid off all my debt. Here is what shifted."
Best for: Storytelling, Motivational, Behind-the-scenes. Strong on all platforms, especially Reels.
Template 6: The Bold Claim
Structure: Make a strong, specific claim and immediately signal you can prove it.
Formula: "[Bold claim] — and I have [evidence/proof] to show you."
Examples:
- "This is the most underrated ingredient in any kitchen — and I can prove it with one dish."
- "TikTok is deliberately limiting your reach if you do this — here is the screenshot proof."
- "This one investing mistake costs the average person £40,000 over their lifetime."
Best for: Controversial, Educational, Shock value. Strong on TikTok.
Template 7: The Question They Are Already Asking
Structure: Open with the exact question your viewer has in their head.
Formula: "Why does [thing they do] not [work the way they expect]?"
Examples:
- "Why do some people eat whatever they want and never gain weight?"
- "Why do some creators blow up overnight while others post for years and get nothing?"
- "Why does everyone say to invest early but nobody shows you how to start with £50?"
Best for: Educational, Tutorial. Works very well on YouTube Shorts where question hooks are native to the format.
Template 8: The Assumption Flip
Structure: State what everyone believes, then immediately contradict it.
Formula: "Everyone says [common belief]. That is wrong. Here is what actually happens."
Examples:
- "Everyone says consistency is the key to growing on social media. That is only half true."
- "Everyone says you need to love what you do to succeed. The data says otherwise."
- "Everyone says drink more water. Here is what nobody tells you about how much is too much."
Best for: Controversial, Educational. High share rate because people want to defend or share the contrarian take.
How to choose the right template
Match the template to your content type, not your personal style.
If your content is data-driven, use Template 3 or Template 6. If you have a personal transformation story, use Template 5. If you know exactly who your viewer is, use Template 4. If your content challenges something people believe, use Template 2 or Template 8.
The most common mistake is choosing a template that sounds good but does not match the content. A Before-and-After tease (Template 5) requires a genuine transformation. A Bold Claim (Template 6) requires evidence. Using these without the substance behind them erodes trust.
The 10-word test
Once you have written your opening line, count the first 10 words. Does the viewer know what they are getting? Does the line create a question they cannot answer without watching the rest?
If they could scroll past and feel like they missed nothing, rewrite it.
Need the full script? Once you have your opening line, ScrollScript generates the rest — body, CTA, timestamps, and delivery notes — in 30 seconds. Try it free →