Short answer: a B2B hook names a specific work problem or outcome in the first second or two, and shows something on screen that proves the video will deliver. The strongest patterns are a concrete result, a common mistake, a surprising comparison, or a direct question from the viewer's job. Avoid vague promises and hype; B2B viewers skip them.
What a hook has to do
In the opening seconds the viewer decides whether the video is for them. A B2B hook has to say who it is for (by naming their task) and why it is worth the next thirty seconds. It has three parts that should agree: the spoken line, the on-screen text, and the first image.
Twelve patterns
| Pattern | Example line | On screen |
|---|---|---|
| Result first | "This report builds itself every Monday." | The finished report |
| Mistake | "Your invoices are late because of this field." | The field, circled |
| Time comparison | "Two hours by hand. Here's four minutes." | Split screen |
| Direct question | "Still copying data between two tools?" | The two tools |
| Myth | "You don't need a data team for this." | Simple dashboard |
| Numbered list | "Three formulas every ops manager uses." | Slide 1 of 3 |
| Reply to comment | "Someone asked how we handle refunds." | The comment |
| Behind the build | "We deleted our most-used feature. Here's why." | Founder on camera |
| Teardown | "Let's fix this onboarding email." | The email, annotated |
| Before / after | "Same data. Different chart." | Before chart |
| Role call-out | "If you run payroll for under 50 people:" | Text, large |
| Tool trick | "Most people miss this shortcut." | Cursor on the menu |
Use made-up data in examples, and never state a result you cannot back up.
Hooks to avoid
- "You won't believe..." and similar clickbait. B2B viewers skip them.
- Claims of results you cannot prove ("10x your revenue").
- Starting with the logo or an intro card.
- Long setups: "So today I wanted to talk about..."
Matching the hook to the body
A hook is a promise. If the video does not deliver it quickly, viewers leave and the next hook on that account is trusted less. After writing a hook, check that the payoff arrives within the first third of the video, that the first frame shows the thing named, and that the spoken line and text say the same thing. A modest hook that the video fully delivers usually beats a big one it cannot.
Writing hooks in batches
Take one topic and write five hooks for it using different patterns. Pick the two that are most specific. Specific beats clever: "Stop exporting to CSV every Friday" is better than "Automation changed my life". Hooks for founder accounts can be more personal; see founder-led content.
Testing hooks properly
| Step | Detail |
|---|---|
| Hold the body constant | Same video after the first 3 seconds |
| Change only the hook | Line, text and first frame together |
| Post variants on comparable slots | Same account type, similar time |
| Compare retention and saves | Platform insights |
| Repeat before concluding | One pair of posts is not a result |
A full experiment design is in short-form experiments. Posting the same clip twice to one account is usually a bad idea, so compare hooks across separate accounts or across different body clips.
Posting hook variants with Farmero
When variants go to several accounts, Farmero's fan-out turns one drop into separate cards per account, each with its own caption, and warns if the same clip is heading to the same platform twice. It does not edit videos or make variants for you; cut those in your editor. See same video on multiple TikTok accounts and posting.
FAQ
How long should a hook be?
Short enough to land in the first second or two. One sentence.
Should the hook be spoken or written?
Both, saying the same thing. Many viewers watch muted.
Can a hook be a question?
Yes, if it is specific to the viewer's work.
Do B2B hooks need to be serious?
No. They need to be specific. Humor works if the problem is real.