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Hooks & structures

Scroll-stopping hooks, built in.

The first two seconds decide whether anyone watches the rest. Etchly gives you a real marketing harness: hooks, structures, angles and calls to action that change how the script is actually written, not just a dropdown label.

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Choosing a hook type in Etchly Studio

Ten hook types

Each hook type gives the writer a specific instruction for the opening line:

  • Curiosity gap: tease a payoff they must stay for
  • Bold claim: a confident, surprising statement
  • Contrarian: challenge what everyone believes
  • Direct question: one they answer in their head
  • Warning: loss aversion, or what to avoid
  • Secret reveal: insider knowledge
  • POV / identity: “POV: you're the friend who…”
  • Shocking stat: one defensible number
  • Pattern interrupt: an unexpected first line
  • Micro-story: drop into the middle of a moment

Nine proven structures

Pick the shape of the video: countdown (5→1), listicle, problem → agitate → solve, myth vs fact, story arc, concept explainer, this vs that, how-to steps, or “signs you're…”. Each one picks matching layouts too: compare screens for myth vs fact, numbered cards for countdowns.

Angles, tones and calls to action

Layer an emotional angle (identity, FOMO, loss aversion or aspiration), a delivery tone and a call to action that fits the platform. Not sure? Etchly recommends a combination for your topic, and you can override any of it.

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FAQ

Hooks & structures: questions

Do I have to choose a hook myself?

No. Etchly recommends a hook, structure and angle for your topic, and you can accept or change them.

Do the choices really change the script?

Yes. Each option is a writing instruction that shapes the narration, and structures also change which scene layouts are used.

Can I write my own hook?

Of course. Edit the opening line directly or ask for alternatives in plain English.

Make your first video free.

10 free credits on signup, enough to script and produce a short 15-second video. No card required.

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