# Short-Form Video Hook Formulas: 'You' and 'This Guy'

> Two opening hook formulas to increase short-form video retention and views.

This technique uses two specific opening structures to capture attention in the first second of short-form videos like Reels and TikToks. Direct-address hooks ('You...') trigger immediate personal curiosity or FOMO, while narrative hooks ('This guy...') instantly launch into a compelling story without wasted preamble. It is a simple framework for improving viewer retention rates.

## How it works

To increase retention and views on short-form videos (Shorts, Reels, TikTok), test two proven opening hook structures:

1. Direct address ('You...'): Hooks personal curiosity or FOMO immediately.
2. Examples: 'You need to see...', 'You won't believe this!'
3. Third-person narrative hook ('This guy...'): Quickly introduces a subject doing something unusual or remarkable to pull the viewer into a story without preamble (frequently used by creators like Nas Daily).
4. Example: 'This guy makes clothes that grow with you!'

## What it is for

- Hook viewers in the first second of TikToks, Reels, and YouTube Shorts
- Script compelling intro lines for short-form storytelling content
- Improve initial viewer retention to trigger recommendation algorithms

## Key points

- Direct-address opener using 'You' to trigger personal curiosity or FOMO (e.g., 'You need to see...')
- Third-person narrative opener using 'This guy' to launch immediately into a story without setup
- Elimination of slow introductions and channel branding in the opening second

## Pricing

Free

## Details

- Type: Tip
- Category: [Marketing & Sales](https://xiry.app/topics/marketing-sales.md)
- Topic: [Content Creation](https://xiry.app/topics/marketing-sales/content-creation.md)
- Open source: no
- Platforms: other
- For: Short-form video creators and social media marketers
- Tags: hooks, short form, reels, tiktok, youtube shorts, scripting, retention

## Why it was saved

- [@seancannell, 30 June 2024](https://www.instagram.com/reel/C82L34dtqH0/): Grabs immediate attention and increases viewer retention by speaking directly to the audience or instantly launching into an intriguing story.

## Related

- [33 Instagram Hooks for Reels and Posts](https://xiry.app/resources/33-instagram-hooks-for-reels-and-posts): A list of fill-in-the-blank hook templates categorized by engagement goal. (Tip, Free)
- [5 Viral Video Hooks Framework](https://xiry.app/resources/5-viral-video-hooks-framework): Five opening hook formulas to improve short-form video retention and views (Tip, Free)
- [7 Viral Hook Frameworks for Video Content](https://xiry.app/resources/7-viral-hook-frameworks-for-video-content): Seven structured hook formulas to capture attention in short-form video. (Tip, Free)
- [7 Viral Hook Templates for Short-Form Video](https://xiry.app/resources/7-viral-hook-templates-for-short-form-video): Seven fill-in-the-blank opening line formulas for short-form video retention (Tip, Free)
- [7 Viral Video Hook Formulas](https://xiry.app/resources/7-viral-video-hook-formulas): Seven fill-in-the-blank opening hook templates for short-form video scripts. (Tip, Free)
- [Aprilynne Alter](https://xiry.app/resources/aprilynne-alter): Deep-dive YouTube breakdowns teaching retention, video structure, and storytelling. (Website, Free)

Updated 3 October 2026. Page: https://xiry.app/resources/short-form-video-hook-formulas-you-and-this-guy

Make your own library: Xiry takes your saved reels, tweets, Reddit bookmarks and Watch Later videos, makes them searchable and pulls the useful stuff out, like this library. It's invite-only for now; join the waitlist at https://xiry.app/#waitlist.