The three second rule: hooks that hold attention

The first three seconds decide whether the next thirty get watched. Treat them as the most expensive part of the edit.

Why three seconds

Most viewers leave before a video earns their patience, so the hook does the heavy lifting.

A strong open shows the payoff, asks a real question, or drops the viewer mid action. It never warms up slowly.

A simple hook test

If the first line works as a standalone caption, the hook is doing its job.

Open on motion, not a logo

Lead with the subject in movement. Save the brand sting for after the viewer is in.

The takeaway

Spend a third of your edit time on the first three seconds. That is where retention is won or lost.