> ## Documentation Index
> Fetch the complete documentation index at: https://docs.highailabs.com/llms.txt
> Use this file to discover all available pages before exploring further.
# Hook Library
> Every Professor High hook, ID'd and grouped by family, so we can measure which openings actually hold an audience instead of guessing.
## Why Hooks Get IDs
A hook is the only part of a video that most people ever see. It is also the cheapest thing to change: re-cutting three seconds costs minutes, re-shooting an episode costs a production slot.
So we treat the hook as a **separately tracked variable**. Every hook in this library has an ID. Every script names the hook IDs it uses. Every row in the [performance log](/social/scripts/testing-framework#the-performance-log) records which hook ID ran. After thirty or forty videos we stop guessing which hook family works for cannabis education on TikTok and start knowing.
This page is the TikTok-specific, ID'd, testable version of the broader hook patterns in `social-content/references/trending-hooks.md`. That file holds the writing theory. This page holds the tracked inventory.
## The Rules
A complete idea must land, spoken and on screen, before the 1.5 second mark. No greeting, no logo, no wind-up.
The hook appears as burned-in text *and* voiceover. Sound-off viewers are a large share of the feed and they decide just as fast.
Longer hooks measurably underperform. If it does not fit in nine words, it is a setup, not a hook.
A hook that promises two things delivers neither. Pick the sharper one.
## Hook Families
Eight families, each with an ID prefix. Scripts cite the ID; the log tracks the ID; the family is the unit we actually learn about.
| Prefix | Family | The Mechanism | Best For |
| ------ | --------------------- | ----------------------------------------------------------------- | ----------------------------------------------------- |
| `BC` | Bold Claim | Assert something strong enough that disagreeing requires watching | Myth busting, hot takes |
| `KG` | Knowledge Gap | Make the viewer aware they are missing something they should have | Science explainers |
| `PA` | Problem Agitation | Name a frustration the viewer already has | Product, guides, receipts |
| `DD` | Data Drop | Lead with a specific, surprising, verifiable number | Authority building |
| `ST` | Story | Open mid-scene, in motion | Community, Lab Logs |
| `CT` | Contrarian | Invert conventional wisdom, then back it up | Debate-bait, comments |
| `QN` | Question | Ask something the viewer cannot answer and now wants to | Quizzes, polls |
| `CM` | Comedy | Absurd premise played completely straight | Court, Labels, Stand-Up |
| `OL` | **Outcome-Led** | Open on the result, then explain how we got there | Everything. Highest-performing family in the research |
| `PI` | **Pattern Interrupt** | Open on something visually or audibly unexpected | Comedy, cold opens |
## Outcome-Led (`OL`)
**This is the highest-performing hook category in the research** — showing the result, transformation, or finished thing *first* averages the most views per clip. It was also our biggest gap: almost every hook we originally wrote was a claim or a question, and very few opened on the payoff.
| ID | Hook | Notes |
| ------- | --------------------------------------------------------------- | ---------------------------------------------------------- |
| `OL-01` | "This man paid ninety dollars to feel exactly the same." | Verdict first, reasoning after. |
| `OL-02` | "Everything this man is about to tell you is wrong." | Sets the frame before the subject speaks. |
| `OL-03` | "This is the most-used phrase in the entire cannabis industry." | Promises a recognizable payoff immediately. |
| `OL-04` | "This decision will take him nineteen minutes." | A specific number as the outcome. Very strong. |
| `OL-05` | "This man is about to tell you about his tolerance." | Recognition-led. The audience knows this person. |
| `OL-06` | "She just asked the only smart question in the building." | Warm variant. |
| `OL-07` | "Your stash scored a 41." | Score first, breakdown after. Retrofit for Roast My Stash. |
| `OL-08` | "This label is lying and I can show you where." | Conclusion first. Retrofit for Labels. |
**The pattern:** state the ending, then earn it. "Fewer than 1 in 200 strains hits 30%" is a data drop. "This man paid ninety dollars to feel exactly the same" is the same fact as an outcome — and it opens a loop the viewer needs closed.
## Pattern Interrupt (`PI`)
Open on something visually or audibly unexpected — a cold open mid-scene, an unusual angle, a frozen frame, an object doing something it should not. Cheap for an animated character and almost entirely unused in our first draft.
| ID | Hook | Notes |
| ------- | ------------------------------------------------------------------- | ------------------------------------------------------- |
| `PI-01` | *(Cold open on a frozen frame — subject mid-action, no narration)* | The stillness is the interrupt. |
| `PI-02` | *(Cold open mid-sentence, no context or setup)* | Drops the viewer into a conversation already happening. |
| `PI-03` | *(Cold open on an incongruous detail — a clock, a hand, an object)* | Forces the question "what am I looking at?" |
| `PI-04` | *(Hard cut to Professor High mid-blink, already talking)* | Breaks the expected clean open. |
A pattern interrupt still has to resolve inside 3 seconds. Confusion that does not pay off immediately reads as a mistake and viewers leave. The interrupt buys attention; the next beat has to spend it.
## Bold Claim (`BC`)
| ID | Hook | Notes |
| ------- | ------------------------------------------------- | ------------------------------------------------------------------------------------------------------- |
| `BC-01` | "THC percentage is the biggest scam in cannabis." | Our strongest evergreen. Backed by the [10.6% figure](/social/scripts/verified-data#thc-reality-check). |
| `BC-02` | "Indica and sativa don't exist anymore." | Guaranteed comment war. Have the genetics citation ready. |
| `BC-03` | "Half of all cannabis is the same terpene." | Literally true — myrcene at 45.8%. |
| `BC-04` | "Your budtender is guessing." | High engagement, mild risk. Frame the industry, never the person. |
| `BC-05` | "The strain name on your jar is marketing." | Sets up the whole Labels franchise. |
| `BC-06` | "You have never actually tried terpinolene." | 4.5% of strains. Statistically probably true. |
| `BC-07` | "Nothing in the top ten is strong." | Not one top-ten strain clears 25% THC. |
## Knowledge Gap (`KG`)
| ID | Hook | Notes |
| ------- | -------------------------------------------------------- | -------------------------------------------------------- |
| `KG-01` | "There's a reason edibles hit ten times harder." | First-pass metabolism. Evergreen, endlessly re-cuttable. |
| `KG-02` | "The most important number on your label isn't THC." | Direct setup into terpene percentages. |
| `KG-03` | "Your body makes its own version of THC." | Anandamide. Works on total beginners. |
| `KG-04` | "Three terpenes run 86% of all cannabis." | Verified. One of our best-performing shapes on paper. |
| `KG-05` | "The same strain hits different every time. Here's why." | Tolerance, set and setting, receptor adaptation. |
| `KG-06` | "Nobody told you what 'top shelf' actually means." | Bridges into the Labels franchise. |
## Problem Agitation (`PA`)
| ID | Hook | Notes |
| ------- | ------------------------------------------------------------ | ------------------------------------------------- |
| `PA-01` | "If your last strain didn't hit right, this is why." | The highest-intent hook we have. |
| `PA-02` | "You're guessing at the dispensary. Stop." | Direct app bridge. |
| `PA-03` | "You spent \$60 on this. Let's see what you got." | The Receipts opener. |
| `PA-04` | "That 'calming' strain made you anxious. Here's the reason." | Very high save rate potential. |
| `PA-05` | "You've been picking strains wrong your whole life." | Broad, slightly aggressive. Test carefully. |
| `PA-06` | "You paid extra for that number and it did nothing." | 15s hook test. Highest-intent opener in the bank. |
## Data Drop (`DD`)
| ID | Hook | Notes |
| ------- | -------------------------------------------------------- | ----------------------------------------------- |
| `DD-01` | "45.8% of all cannabis is myrcene-dominant." | Verified. The single most reusable stat we own. |
| `DD-02` | "Almost no strain actually hits 30% THC." | Verified. Devastating to menu marketing. |
| `DD-03` | "Three terpenes run 86% of all cannabis." | Verified. Authority-establishing. |
| `DD-04` | "Terpinolene leads about 1 in 22 strains." | Verified. Rarity is inherently interesting. |
| `DD-05` | "The average strain is 20.5% THC. Yours is not special." | Verified. Deflationary, funny, true. |
| `DD-06` | "Only one strain in the top ten is terpinolene." | Jack Herer. Great specific-name payoff. |
Every `DD` hook must trace to the [Verified Data Sheet](/social/scripts/verified-data). If the number is not on that page or pulled live, the hook does not ship.
## Story (`ST`)
| ID | Hook | Notes |
| ------- | --------------------------------------------------- | ---------------------------------------------- |
| `ST-01` | "It's 3 AM and I found something weird." | The Lab Logs opener. Serialized pull. |
| `ST-02` | "Someone sent me this receipt and I had questions." | Receipts variant. |
| `ST-03` | "I broke the ranker tonight. On purpose." | Lab Logs. Implies stakes. |
| `ST-04` | "A guy got told this at a dispensary yesterday." | Court opener. |
| `ST-05` | "I asked the AI to find strains that don't exist." | High curiosity, genuinely true of our tooling. |
## Contrarian (`CT`)
| ID | Hook | Notes |
| ------- | --------------------------------------------------- | ------------------------------------------------- |
| `CT-01` | "The best strain has the lowest THC. I'll explain." | Reliable comment-section fight. |
| `CT-02` | "Stop buying sativa for daytime." | Attacks the most entrenched habit in cannabis. |
| `CT-03` | "Your expensive eighth is chemically boring." | Price-versus-profile. Pairs with Roast My Stash. |
| `CT-04` | "Sour Diesel isn't what you think it is." | Verified — it is limonene-dominant, not myrcene. |
| `CT-05` | "High THC is why you're not getting high." | Tolerance argument. Counterintuitive, defensible. |
## Question (`QN`)
| ID | Hook | Notes |
| ------- | ---------------------------------------------------- | ----------------------------------------------------- |
| `QN-01` | "Can you name one terpene? Most people can't." | The default High IQ Test opener. |
| `QN-02` | "Which of these four is not a cannabinoid?" | Quiz structure, instantly playable. |
| `QN-03` | "Why does the same strain hit different every time?" | Question form of `KG-05`. Worth testing head to head. |
| `QN-04` | "What's actually in your jar right now?" | Stash-directed, bridges to the app. |
| `QN-05` | "Guess how many strains hit 30% THC." | Sets up a satisfying, verified reveal. |
## Comedy (`CM`)
| ID | Hook | Notes |
| ------- | ---------------------------------------------------------- | ----------------------------------------------- |
| `CM-01` | "Budtender Court is now in session." | Franchise cold open. Gavel synced to frame one. |
| `CM-02` | "This label says 'top shelf.' Let's translate." | Labels opener. |
| `CM-03` | "I'm about to hurt someone's feelings with math." | Roast My Stash. |
| `CM-04` | "Your stash is a 41. Let's talk about it." | Score-first cold open. Test against `CM-03`. |
| `CM-05` | "Warning: 96% myrcene. You will think about ceiling fans." | Parody-label voice, delivered flat. |
| `CM-06` | "The defendant is a sentence. Not a person." | Court's disclaimer as a joke. Defuses pile-ons. |
| `CM-07` | "Your four favorite strains are the same strain. Sorry." | 15s hook test. Deadpan, faintly apologetic. |
Comedy hooks only work if Professor High plays them **completely straight**. The absurdity is the situation — a pineapple running a courtroom — not the delivery. He never acknowledges the bit.
## Registry — The 100
The hooks below were written for [The 100](/social/scripts/the-100/design) and are registered here because the library is the registry, not an archive. They extend the same ten families above; nothing new was invented at the family level.
**This section is generated** from every script pack in the library by
`docs-site/scripts/sync-hook-library.py`. Add a hook to a script, re-run the
script, and it appears here. Hand-edits are overwritten.
The script fails if one ID is used for two different hooks — including
against the curated tables above — because that silently corrupts
hook-level attribution in the performance log.
**220 hooks**, across 9 families. Every one is cited by at least
one script and carries the same ID in the [performance log](/social/scripts/testing-framework#the-performance-log).
### Outcome-Led (`OL`) — 87 added
| ID | Hook | Used in |
| ------- | ----------------------------------------------------------------------- | ---------------------------------- |
| `OL-09` | "He said that eleven minutes ago." | edible-aint-shit |
| `OL-10` | "She did everything right. It will not matter." | edible-aint-shit |
| `OL-12` | "This mistake is forty minutes old and he hasn't made it yet." | edible-aint-shit |
| `OL-13` | "That number he just said casually is the whole serving." | edible-aint-shit |
| `OL-14` | "Nobody in this room knows what the number is." | edible-aint-shit |
| `OL-15` | "He has a meeting at three. He will not be attending." | edible-aint-shit |
| `OL-16` | "For some people it genuinely ain't shit. There is a reason." | edible-aint-shit |
| `OL-17` | "He is about to win an argument he has lost for thirty years." | nostalgia-lab |
| `OL-18` | "He has been greeted four times and has not seen anything yet." | nostalgia-lab |
| `OL-19` | "Every name on this board is a dessert." | immovable-punchline, nostalgia-lab |
| `OL-20` | "Forty options. Three actual answers." | nostalgia-lab |
| `OL-21` | "He had one option and never once had a bad night." | nostalgia-lab |
| `OL-22` | "He is about to tell you what it used to cost. He is right." | nostalgia-lab |
| `OL-23` | "Thirty years ago nobody could have told you this." | nostalgia-lab |
| `OL-24` | "Everyone is arguing about the wrong half of this." | nostalgia-lab |
| `OL-25` | "He is certain that everyone in this room knows." | paranoia-ward |
| `OL-26` | "He has taken his own pulse four times." | paranoia-ward |
| `OL-27` | "He is on his fortieth review of one sentence." | paranoia-ward |
| `OL-28` | "The house has made a noise. He has a theory." | paranoia-ward |
| `OL-29` | "He is certain this one is not going to wear off." | paranoia-ward |
| `OL-30` | "He has retired. It is day two." | paranoia-ward |
| `OL-31` | "He is talking to the cat so it looks deliberate." | paranoia-ward |
| `OL-32` | "Seven episodes of this. Here is what is actually going on." | paranoia-ward |
| `OL-33` | "This committee does not exist. That is the finding." | formal-systems |
| `OL-34` | "Day one for a compound that leads one in twenty-two strains." | formal-systems |
| `OL-35` | "He is returning an eighth for emotional reasons." | formal-systems |
| `OL-36` | "Eleven of the fourteen numbers on this board are impossible." | formal-systems |
| `OL-37` | "Tier one support has one suggestion and it is always the same." | formal-systems |
| `OL-38` | "The strain has been asked to state what it is, under oath." | formal-systems |
| `OL-39` | "This employee is in half of everything and is being asked to do more." | formal-systems |
| `OL-40` | "He would like to own a word that four thousand people already use." | formal-systems |
| `OL-41` | "A statement is being read about a jar." | formal-systems |
| `OL-42` | "He is going to ask the same question four times." | immovable-punchline |
| `OL-43` | "Four things in your kitchen share compounds with your jar." | immovable-punchline |
| `OL-44` | "Four claims. None of them are printed anywhere." | immovable-punchline |
| `OL-45` | "Four purchases. One question. No good answers." | immovable-punchline |
| `OL-46` | "Two people. One jar. Completely different evenings." | seven-second-cards |
| `OL-47` | "He has been asked one question and it has been four seconds." | seven-second-cards |
| `OL-48` | "Three people, one room, three different chemistries." | seven-second-cards |
| `OL-49` | "This has already happened four times." | seven-second-cards |
| `OL-50` | "Same menu. Same budget. Two completely different decisions." | the-taxonomy |
| `OL-51` | "One of them will still be going at eleven." | the-taxonomy |
| `OL-52` | "Twenty thousand names. He has used one." | the-taxonomy |
| `OL-53` | "The old method and the new method agree." | the-taxonomy |
| `OL-54` | "He has had this exact strain before. He does not know that." | the-taxonomy |
| `OL-55` | "He has been a guest for eleven years." | the-taxonomy |
| `OL-56` | "Two people, the same jar, twelve hours apart." | the-taxonomy |
| `OL-57` | "Seven questions. Screenshot it and answer all of them." | the-taxonomy |
| `OL-58` | "Four strains. One of them is going to annoy people." | rotation |
| `OL-59` | "Four slots. All four are a disaster." | rotation |
| `OL-60` | "Four compounds. Two of them you have never knowingly had." | rotation |
| `OL-61` | "Nobody's actual four looks anything like their stated four." | rotation |
| `OL-62` | "I built the correct rotation. Nobody is going to like it." | rotation |
| `OL-63` | "Someone sent me a rotation that broke my chart." | rotation |
| `OL-64` | "She has just found out the two words mean nothing." | outsider-confession |
| `OL-65` | "He has been buying by a number he could not define." | outsider-confession |
| `OL-66` | "She has just learned that nobody is in charge." | outsider-confession |
| `OL-67` | "She followed for four months before noticing." | outsider-confession |
| `OL-68` | "Nobody corrected her. Nobody ever does." | outsider-confession |
| `OL-69` | "Six sections. You are somewhere on this." | sections |
| `OL-70` | "Nineteen minutes, charted." | sections |
| `OL-71` | "Section three is where everyone makes the mistake." | sections |
| `OL-72` | "Six sections. Most people exit at three." | sections |
| `OL-73` | "Every strain you love is somewhere on this bar." | sections |
| `OL-74` | "Six things on that jar. One of them is checkable." | sections |
| `OL-75` | "Three questions. You will use them within a week." | counter-kit |
| `OL-76` | "You can read one of these in ten seconds. Here is how." | counter-kit |
| `OL-77` | "It is a shelf. That is the entire definition." | counter-kit |
| `OL-78` | "The number everyone reads is the least useful one on the jar." | counter-kit |
| `OL-79` | "One sentence, and the conversation changes completely." | counter-kit |
| `OL-80` | "The name will not get you back there. Three things will." | counter-kit |
| `OL-81` | "Everything from six videos, on one card." | counter-kit |
| `OL-82` | "There is a good chance your last four were the same thing." | look-it-up |
| `OL-83` | "Thirty years of reputation, one wrong assumption." | look-it-up |
| `OL-84` | "One of the ten most popular strains is not like the others." | look-it-up |
| `OL-85` | "You have almost certainly never had a thirty." | look-it-up |
| `OL-86` | "Your favourite and your worst may be the same compound." | look-it-up |
| `OL-87` | "There is no such thing as a strain we cannot look up." | look-it-up |
| `OL-88` | "Four names. Probably two profiles." | look-it-up |
| `OL-89` | "These two bought the same thing twice and do not know it." | control-pack |
| `OL-90` | "The ten most popular strains. Not one is strong." | control-pack |
| `OL-91` | "The answer to this one is going to annoy you." | viral-bets |
| `OL-92` | "Everyone thinks weed got stronger. It got louder." | viral-bets |
| `OL-93` | "He is about to fail a test he did not know existed." | viral-bets |
| `OL-94` | "This man has forty minutes left of being fine." | comedy-engine |
| `OL-95` | "There are two kinds of people at a dispensary." | viral-bets |
| `OL-96` | "Every one of these is a real strain. That is the problem." | viral-bets |
### Pattern Interrupt (`PI`) — 25 added
| ID | Hook | Used in |
| ------- | ---------------------------------------------------------------------- | ------------------- |
| `PI-05` | *(Cold open on a frozen pose, mid-action — no narration)* | edible-aint-shit |
| `PI-07` | *(Cold open on a wall clock, ticking, no dialogue)* | edible-aint-shit |
| `PI-08` | *(Cold open on an appliance humming. No dialogue, no face.)* | paranoia-ward |
| `PI-09` | *(Cold open on a cat, mid-stare, no dialogue)* | paranoia-ward |
| `PI-10` | *(Cold open on the line already being said, no context)* | immovable-punchline |
| `PI-11` | *(Cold open on a lemon, no context)* | immovable-punchline |
| `PI-12` | *(Cold open on a menu board, mid-list, no face)* | immovable-punchline |
| `PI-13` | *(Cold open on card one, silent)* | seven-second-cards |
| `PI-14` | *(Cold open mid-loop — no discernible beginning)* | seven-second-cards |
| `PI-15` | *(Cold open mid-thought)* | hits-blunt |
| `PI-16` | *(Cold open on an empty bar, no dialogue)* | sections |
| `PI-17` | *(Cold open: two people at the same counter doing opposite things)* | viral-bets |
| `PI-18` | *(Cold open: the Oracle mid-complaint about the old days)* | viral-bets |
| `PI-19` | *(Cold open: a hand frozen mid-reach, clock reads 1:04 AM)* | comedy-engine |
| `PI-20` | *(Cold open, mid-scene: the Maximizer already talking to a budtender)* | comedy-engine |
| `PI-21` | *(Cold open: the Oracle mid-sentence, no context)* | comedy-engine |
| `PI-22` | *(Cold open: "this one's fire," hard cut, again)* | comedy-engine |
| `PI-23` | *(Cold open: mid-brag, no context)* | comedy-engine |
| `PI-24` | *(Cold open: the room goes silent after one question)* | comedy-engine |
| `PI-25` | *(Cold open: the line itself, no setup)* | comedy-engine |
| `PI-26` | *(Cold open: mid-spiral, no context)* | comedy-engine |
| `PI-27` | *(Cold open: a clipboard, a stopwatch, a seated subject. No context.)* | viral-bets |
| `PI-28` | *(Cold open: an argument already in progress)* | viral-bets |
| `PI-29` | *(Cold open: reading the comment aloud, no preamble)* | viral-bets |
| `PI-30` | *(Cold open: mid-meeting, someone proposing a name)* | viral-bets |
### Comedy (`CM`) — 42 added
| ID | Hook | Used in |
| ------- | --------------------------------------------------------------- | ---------------------------------- |
| `CM-08` | "This is the most confident anyone has ever been wrong." | edible-aint-shit |
| `CM-09` | "He took a second one. Of course he did." | edible-aint-shit |
| `CM-11` | "Half of an unknown number is still an unknown number." | edible-aint-shit |
| `CM-12` | "Somewhere in this building there is cannabis." | nostalgia-lab |
| `CM-13` | "Nobody has named a strain after a place in fifteen years." | immovable-punchline, nostalgia-lab |
| `CM-14` | "Nobody has looked at him in nine minutes." | paranoia-ward |
| `CM-15` | "He is fine. He has never been more convinced he is not." | paranoia-ward |
| `CM-16` | "Nobody else remembers this. He will remember it in 2031." | paranoia-ward |
| `CM-17` | "It's the fridge. It has always been the fridge." | paranoia-ward |
| `CM-18` | "He is negotiating. There is nobody to negotiate with." | paranoia-ward |
| `CM-19` | "The identity is load-bearing. The habit was not." | paranoia-ward |
| `CM-20` | "The cat has not agreed to this." | paranoia-ward |
| `CM-21` | "Session forty-one of a body with no authority." | formal-systems |
| `CM-22` | "HR has prepared a slide deck for a terpene." | formal-systems |
| `CM-23` | "Ticket one of one. The complaint is a feeling." | formal-systems |
| `CM-24` | "The auditor has questions about the board." | formal-systems |
| `CM-25` | "Have you tried taking less of it." | formal-systems |
| `CM-26` | "The witness is a name on a jar." | formal-systems |
| `CM-27` | "Nearly half the market. 'Meets expectations.'" | formal-systems |
| `CM-28` | "Application to own the word 'Cake.'" | formal-systems |
| `CM-29` | "The product is fine. The label is the recall." | formal-systems |
| `CM-30` | "He has one question. He has only ever had one question." | immovable-punchline |
| `CM-31` | "He has one question and it keeps not being answered." | immovable-punchline |
| `CM-32` | "He is not judging. He is simply asking, repeatedly." | immovable-punchline |
| `CM-33` | "You already know which one you are." | seven-second-cards |
| `CM-34` | "Everyone at this table is fine. He is not sure." | seven-second-cards |
| `CM-35` | "One of these is you and you already know which." | seven-second-cards |
| `CM-36` | "He is going to do it again." | seven-second-cards |
| `CM-37` | "He told everyone. He was wrong." | seven-second-cards |
| `CM-38` | "One of them is about to be very smug." | the-taxonomy |
| `CM-39` | "He has a plan. It is not a good plan." | the-taxonomy |
| `CM-40` | "Everyone knows which one they are. Nobody will admit it." | the-taxonomy |
| `CM-41` | "I have built a taxonomy of you. It has seven axes." | the-taxonomy |
| `CM-42` | "I have assembled the worst possible four people." | rotation |
| `CM-43` | "Slot four has been empty since 2023." | rotation |
| `CM-44` | "This rotation is chemically perfect and emotionally bankrupt." | rotation |
| `CM-45` | "I have read four thousand of these. Here are three." | rotation |
| `CM-46` | "He is a pineapple. She had not registered this." | outsider-confession |
| `CM-47` | "Four words. She has never said one of them right." | outsider-confession |
| `CM-48` | "Five of these were real. This one is not." | hits-blunt |
| `CM-49` | "I have charted your entire evening." | sections |
| `CM-50` | "Screenshot this and never watch me again." | counter-kit |
### Contrarian (`CT`) — 15 added
| ID | Hook | Used in |
| ------- | ------------------------------------------------------------------------- | ----------------------- |
| `CT-06` | "Edibles are not weaker. They are a different drug." | edible-aint-shit |
| `CT-07` | "The cautious version of this is the stronger version." | edible-aint-shit |
| `CT-08` | "The one person this joke doesn't work on." | edible-aint-shit |
| `CT-09` | "The old head is right and everyone hates that." | nostalgia-lab |
| `CT-10` | "The dispensary is the only shop that hides the product." | nostalgia-lab |
| `CT-11` | "Fewer choices produced better decisions. Annoyingly." | nostalgia-lab |
| `CT-12` | "It is more expensive and that is mostly not the grower's fault." | nostalgia-lab |
| `CT-13` | "The culture got smarter. Nobody wants to hear it." | nostalgia-lab |
| `CT-14` | "Nothing wrong with modern weed. Something very wrong with modern menus." | nostalgia-lab |
| `CT-15` | "He quit. He has not stopped talking about it." | paranoia-ward, sections |
| `CT-16` | "Trying everything is not the same as learning anything." | the-taxonomy |
| `CT-17` | "Not one of mine is over twenty-two percent." | rotation |
| `CT-18` | "Your real rotation is three people and a maybe." | rotation |
| `CT-19` | "The optimal four is not the enjoyable four." | rotation |
| `CT-20` | "It got what it wanted. It got planted everywhere." | hits-blunt |
### Question (`QN`) — 19 added
| ID | Hook | Used in |
| ------- | ------------------------------------------------------------------- | ---------------- |
| `QN-06` | "Guess how long until he stops talking." | edible-aint-shit |
| `QN-07` | "There are two kinds of people at this counter." | the-taxonomy |
| `QN-08` | "Two people, one evening, two entirely different strategies." | the-taxonomy |
| `QN-09` | "One of them has bought the same thing forty times." | the-taxonomy |
| `QN-10` | "One of them smelled it. One of them read it. Same answer." | the-taxonomy |
| `QN-11` | "One of them wrote it down. One of them is guessing again." | the-taxonomy |
| `QN-12` | "One of these two has never once brought anything." | the-taxonomy |
| `QN-13` | "One of them has already done it. It is nine in the morning." | the-taxonomy |
| `QN-14` | "There are one hundred and twenty-eight of you. Which one are you?" | the-taxonomy |
| `QN-15` | "Four slots. Who is in yours?" | rotation |
| `QN-16` | "Who ruins it every single time?" | rotation |
| `QN-17` | "Can you name four? Most people cannot name one." | rotation |
| `QN-18` | "Is a mango just a very weak strain?" | hits-blunt |
| `QN-19` | "If the word doesn't mean anything, what is it doing there?" | hits-blunt |
| `QN-20` | "Have you ever actually been sober?" | hits-blunt |
| `QN-21` | "Are we growing it, or is it using us?" | hits-blunt |
| `QN-22` | "Is Blue Dream a strain or a rumour?" | hits-blunt |
| `QN-23` | "Black pepper has caryophyllene. So when I sneeze—" | hits-blunt |
| `QN-24` | "What is the most obscure thing you have ever been sold?" | look-it-up |
### Problem Agitation (`PA`) — 11 added
| ID | Hook | Used in |
| ------- | --------------------------------------------------------------------- | ------------------------- |
| `PA-07` | "You did it on an empty stomach to be safe. That backfired." | edible-aint-shit |
| `PA-08` | "You are not choosing. You are being overwhelmed on purpose." | nostalgia-lab |
| `PA-09` | "You are not paying for the plant." | nostalgia-lab |
| `PA-10` | "You have had this exact thought. In this exact room." | paranoia-ward |
| `PA-11` | "You have googled this at two in the morning." | paranoia-ward |
| `PA-12` | "You said one normal thing and you are still thinking about it." | paranoia-ward |
| `PA-13` | "You have promised something to a ceiling." | paranoia-ward |
| `PA-14` | "It didn't hit right and you have no words for why." | formal-systems |
| `PA-15` | "You have been told to 'start low' by someone who has never met you." | formal-systems |
| `PA-16` | "You had a perfect one once and you cannot name it." | counter-kit, the-taxonomy |
| `PA-17` | "You have been told 'it's fire' and had nothing to say back." | counter-kit |
### Knowledge Gap (`KG`) — 7 added
| ID | Hook | Used in |
| ------- | ---------------------------------------------------------- | ------------------------------- |
| `KG-07` | "A drink is not a slower edible. It is a faster one." | edible-aint-shit |
| `KG-08` | "Two people, one dose, two completely different evenings." | edible-aint-shit |
| `KG-09` | "Your grandfather never once knew what he was smoking." | nostalgia-lab |
| `KG-10` | "Two people, one jar, two completely different nights." | look-it-up, paranoia-ward |
| `KG-11` | "Every one of these is in cannabis too." | hits-blunt, immovable-punchline |
| `KG-12` | "Your nose is reading the terpene panel already." | the-taxonomy |
| `KG-13` | "Repeating a good one is a skill, not luck." | counter-kit |
### Story (`ST`) — 8 added
| ID | Hook | Used in |
| ------- | ------------------------------------------------------------- | ------------------- |
| `ST-06` | "Someone did this to themselves at 7:40 last night." | edible-aint-shit |
| `ST-07` | "There was a guy. There was always a guy." | nostalgia-lab |
| `ST-08` | "Three of yours. One of them is genuinely better than mine." | rotation |
| `ST-09` | "I feel genuinely stupid and I need to say it out loud." | outsider-confession |
| `ST-10` | "I need to tell you what I thought that number was." | outsider-confession |
| `ST-11` | "I assumed there was an authority. There is no authority." | outsider-confession |
| `ST-12` | "I need to explain what I thought this account was." | outsider-confession |
| `ST-13` | "I have been saying this word wrong in public for two years." | outsider-confession |
### Bold Claim (`BC`) — 6 added
| ID | Hook | Used in |
| ------- | ---------------------------------------------------------------------------- | ----------------------------------- |
| `BC-08` | "Milligrams are not a suggestion." | edible-aint-shit |
| `BC-09` | "Weed genuinely was weaker. That is not the win you think it is." | nostalgia-lab |
| `BC-10` | "The plant got better. The marketing got worse. Those are different things." | nostalgia-lab |
| `BC-11` | "Nobody owns a strain name. Nobody ever has." | formal-systems, outsider-confession |
| `BC-12` | "The name was the only inaccurate part." | formal-systems |
| `BC-13` | "Your favourite strain's reputation was never checked." | look-it-up |
## How Hooks Get Assigned
Every script carries three hooks: **A**, **B**, and **C**, drawn from *different families*.
| Slot | Purpose |
| ----- | --------------------------------------------------------------------------------------------------------------------------------------------------- |
| **A** | The primary. Shot first, posted first. Default to `OL` (outcome-led) unless the show format fights it — it is the strongest family in the research. |
| **B** | The contrast. A deliberately different family so a flop yields information, not just a second try. |
| **C** | The wildcard. Comedy or contrarian, used when A and B both underperform. |
Testing across families rather than across wordings is what makes results generalize. Two Bold Claims that differ by three words teach nothing; a Bold Claim against a Data Drop teaches which register this audience responds to.
## Reading Hook Results
Hook performance is measured almost entirely by **3-second hold rate** — the share of viewers still watching at 3 seconds.
| 3s Hold Rate | Read |
| ------------ | ---------------------------------------------------------------------------- |
| Above 70% | Hook is working. Reuse the family aggressively. |
| 55-70% | Acceptable. The hook is not the bottleneck; look at the middle of the video. |
| 40-55% | Weak. Re-cut with the B hook before touching anything else. |
| Below 40% | Broken. The idea did not land before 1.5 seconds. Rewrite, do not re-cut. |
A high hold rate with a low completion rate means the hook wrote a check the body did not cash. That is a **script** problem, not a hook problem — and it is the most common failure mode for data-led content.
## Adding A Hook
1. Write it in nine words or fewer.
2. Assign the next ID in its family.
3. If it contains a number, verify against the [Verified Data Sheet](/social/scripts/verified-data) and note the source.
4. Add it here before it appears in a script — the library is the registry, not an archive.
## Related
How hook IDs become decisions.
The source for every `DD` hook.
The packs where these hooks run.