Problem-solution videos: open on the problem first
Across 424 posts from 230 stores (24 Jun to 25 Sep 2026), posts that open on the problem beat their store's typical post 49% of the time.
This week problem and solution ranks #18 of 31 openings and performs about like a typical post. Lately it has been holding steady. A problem-solution video opens on the frustration your product fixes: the tangled cables, the leaking bottle, the cold coffee. Viewers who have that problem recognise it in a second, and they stay to see the fix.
Why opening on the problem works
People notice their own problems faster than they notice products. A clip of a phone charger falling behind the bed again is instantly familiar to anyone who has fished one out. That flash of recognition is the hook, and the product arrives as the answer.
It also picks the right audience for you. Viewers without the problem scroll on, while the ones who stay are the people most likely to buy. Right now 4% of trending TikTok product videos open by calling out a problem.
The fix has to be quick and believable. Show the problem for a moment, then the product solving it on camera, without a long setup. A clear call to action at the end turns that relief into a click.
How to film a problem-solution video
- Name the problem your buyer complains about. Use their words, not yours. Check reviews and comments for the exact phrase people use.
- Film the problem from real life. Show it happening: the drip, the tangle, the spill. A real moment beats an acted one.
- Keep the problem short. A second or two is enough. Viewers recognise it fast and you need time left for the fix.
- Show the product fixing it on camera. Same place, same angle where you can. The fix should be visible, not only described.
- End on the problem gone. Finish on the calm result: the dry counter, the tidy drawer, the warm drink.
// 9 examples
Problem-first hook examples
Each card is one shot and one line you can copy. Swap in your product.
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Bed cable clip
A charger cable slips off the bedside table and falls behind the bed, then the clip holds it in place.
If your charger lives behind the bed, this one's for you
Hook line -
Leakproof bottle
An ordinary bottle leaks into a bag, then the new bottle is shaken upside down with no drip.
Upside down, in my bag, no puddle
Hook line -
Insulated mug
A forgotten cup of coffee gone cold on a desk, then the mug opened later with steam rising.
For everyone who forgets their coffee
Hook line -
Drawer dividers
A junk drawer pulled open to a jumble, then the same drawer sorted into neat sections.
The drawer every kitchen has
Hook line -
Glasses cleaning cloth
Smudged glasses held up to the light, then one wipe and they're clear.
Smudges you only see in sunlight
Hook line -
Non-slip hangers
A silky top slides off a wire hanger onto the wardrobe floor, then stays put on the new hanger.
Tired of picking tops up off the floor?
Hook line -
Pet hair brush
Dog hair all over a car seat, then one sweep of the brush lifts a clean stripe.
Dog owners will know this car seat
Hook line -
Lunch box
A squashed sandwich pulled from a bag, then a neat lunch box opened with everything intact.
No more squashed lunches
Hook line -
Draught excluder
A curtain moving in a cold draught by the door, then the excluder laid down and the curtain still.
Feel that draught? Not anymore
Hook line
// TikTok, last 30 days
Problem callout on TikTok now
Real trending product videos that open with a problem callout. Watch the first two seconds of each, then film your own version.
The most watched trending product videos we tracked on TikTok in the last 30 days, one per creator. Made by the brands and creators named, not by Xyla. Tap a cover to play it on TikTok's player.
Problem-solution mistakes to avoid
- A problem your buyers don't have. If they don't recognise it in a second, they scroll on.
- A long, dramatic setup. Show the problem quickly and get to the fix.
- Faking or exaggerating the problem. Viewers can tell, and it makes the fix look fake too.
- Promising more than the product does. Show the fix your customers actually get.
What this group covers
We count posts with any of these openings in this group, most used first:
- First-person problem
- Messy before scene
What is a problem-solution video?
It's a video that opens on a problem your buyer has, then shows your product fixing it. The problem grabs attention from the right people and the fix shows why the product is worth buying.
How long should the problem part be?
Short. A second or two is usually enough for viewers to recognise it. Spend the rest of the video on the fix and the result.
Do problem-first hooks work on TikTok?
Calling out a problem is one of the most common ways trending product videos open on TikTok. This week problem and solution openings performs about like a typical post in our data from real store posts.
What products suit a problem-solution video?
Anything that fixes an everyday annoyance: home and kitchen gadgets, organisers, cleaning products, pet products, travel and tech accessories.
// nearby in the ranking
Related openings
Guides that use this opening
Instagram Reels hooks that stop the scroll for product brands
Guide · how to make product videosHow to make product videos that hook viewers in the first second
Xyla is the AI social media manager for online stores.
Connect your Shopify, WooCommerce or Etsy store and Xyla turns your products into posts and short videos, built on the openings and angles that win in this index, then publishes them to TikTok, Instagram and Pinterest on a schedule. No filming, no design tools, no content calendar.
7-day free trial · No card required · 4.8★ on the Shopify App Store · Plans from $29/mo
- Connect your storeXyla reads your products, photos, prices and bestsellers.
- It makes the contentPosts, pins and AI UGC videos that open with the hooks ranked here.
- It posts for youScheduled to TikTok, Instagram and Pinterest. Review each post or let it run.