Text Overlay is the clearest pattern to test from this report.

The safest repeatable pattern is putting the promise directly on screen so the first second does not depend on audio or setup.

Question + Visual Impossibility + Controversy +1 appears often enough to treat as a packaging option, but it should be tested as structure rather than copied as surface style.

A meaningful minority of winners still rely on native scene tension, recognizable characters, or payoff timing instead of an obvious label.

Motion and unresolved context are doing the hook work, which is useful when the visual premise is stronger than the caption.