The Hook
Bank.

"The [topic] mistake that's costing you [consequence]"

ExampleThe posting mistake that's costing you followers every single week

Names a specific cost the reader needs to check against themselves

"I [did thing] for [time period]. Here's what nobody tells you."

ExampleI posted every day for 90 days. Here's what nobody tells you.

Promises insider knowledge earned through real experience

"Most [audience] get [topic] completely wrong"

ExampleMost freelancers get their pricing completely wrong

Challenges the reader's confidence - they have to check

"The real reason your [thing] isn't [desired outcome]"

ExampleThe real reason your reels aren't getting saved

Implies a hidden cause they haven't considered yet

"Nobody talks about the [hidden thing] behind [visible thing]"

ExampleNobody talks about the anxiety behind consistent posting

'Hidden' and 'behind' promise exclusive, unspoken access

"Here's why [thing that should work] keeps failing"

ExampleHere's why your best content keeps getting buried

Validates frustration while promising the diagnosis

"[Thing] works. But not the way you think."

ExampleHashtags work. But not the way you think.

Confirms something they want to believe, then redirects it

"Stop [common advice]. It's [negative consequence]."

ExampleStop posting every day. It's killing your engagement.

Attacks something the reader is probably doing right now

"[Common thing] is a waste of time. Do this instead."

ExampleHashtag research is a waste of time. Do this instead.

Dismisses their current effort, then promises the real shortcut

"You don't have a [assumed problem]. You have a [real problem]."

ExampleYou don't have a content problem. You have a clarity problem.

Reframes the reader's own diagnosis of their situation

"[Thing everyone does] doesn't work. Here's what does."

ExamplePosting consistently doesn't work. Here's what does.

Undermines conventional wisdom, promises the real answer

"Your [thing] is fine. Your [real problem] is broken."

ExampleYour content is fine. Your distribution is broken.

Relieves one anxiety while opening a more specific one

"The worst content advice on the internet is '[specific advice].'"

ExampleThe worst content advice on the internet is 'just be consistent.'

Attacking specific advice feels braver than vague criticism

"I'd rather [unexpected preference] than [thing everyone does]."

ExampleI'd rather post twice a week with intent than daily with hope.

Personal conviction reads as earned insight, not opinion

"[Number] [things] that [outcome] (and [number] that don't)"

Example3 hook types that stop the scroll (and 2 that guarantee it keeps going)

The contrast structure doubles the curiosity

"I [analysed/tested] [number] [things]. Here's what actually works."

ExampleI analysed 200 viral reels. Here's what actually makes them spread.

The specific number does the credibility work for you

"It takes [number] [unit] to [outcome]. Most people waste [number]."

ExampleIt takes 3 seconds to lose a viewer. Most people waste 2 of them.

A concrete, surprising number forces immediate reassessment

"[Number] signs your [thing] isn't working (number [X] is the one nobody checks)"

Example5 signs your content isn't converting (number 3 is the one nobody checks)

List promise plus a teased standout creates double curiosity

"One [small thing] that changed my [big outcome]"

ExampleOne line I changed that doubled my save rate

The contrast between 'one' and the big outcome creates intrigue

"[Time period]. [Number] [things]. Here's what I'd cut."

Example6 months. 180 posts. Here's what I'd cut.

Volume establishes authority; 'cut' promises ruthless clarity

"The [number]-second rule that [outcome]"

ExampleThe 3-second rule that decides whether your reel gets watched

A named rule with a number feels systematic and learnable

"This is not a post about [expected topic]."

ExampleThis is not a post about growing your following.

Denial of expectation forces the reader to find out what it IS

"[Sacred cow] is overrated. And I can prove it."

ExampleConsistency is overrated. And I can prove it.

Challenges something the reader holds sacred, then promises evidence

"Delete your [thing people are proud of]."

ExampleDelete your content calendar.

Aggressive, specific, impossible to scroll past without reacting

"What if I told you [thing they believe] is the actual problem?"

ExampleWhat if I told you your best content is actually hurting you?

Paradox creates cognitive tension that demands resolution

"I'm going to talk you out of [thing they want]."

ExampleI'm going to talk you out of posting every day.

Unexpected opposition from someone who should be encouraging them

"Ignore everything I said about [topic]. Here's what I missed."

ExampleIgnore everything I said about hooks. Here's what I missed.

Self-correction signals intellectual honesty and growth

"The [thing] everyone celebrates is actually a warning sign."

ExampleThe engagement spike everyone celebrates is actually a warning sign.

Reframes success as potential danger - impossible to ignore

"Last [time period], I [specific event]. It changed everything."

ExampleLast month, I lost 400 followers in a week. It changed how I think about content.

Vulnerability plus specific detail equals immediate trust

"A [person] asked me [question]. My answer surprised them."

ExampleA client asked me why their reels weren't working. My answer surprised them.

Positions you as expert - 'surprised' creates the gap

"I almost [quit/gave up] [thing]. Then I realised [insight]."

ExampleI almost quit posting. Then I realised I was solving the wrong problem.

Relatable struggle followed by an unexpected resolution

"[Person] told me [surprising thing]. They were right."

ExampleMy first client told me my content was boring. They were right.

Borrowed authority plus honest self-criticism builds instant trust

"I spent [time/money] on [thing] before I realised [insight]."

ExampleI spent two years chasing views before I realised views aren't the metric.

Wasted investment creates empathy; the insight promises a shortcut

"The best [thing] I ever [did] broke every rule."

ExampleThe best-performing reel I ever made broke every rule I teach.

Contradiction from an authority figure demands explanation

"[Unexpected reaction] to [thing that should feel bad]. Here's why."

ExampleSomeone unfollowed me yesterday. It made my day. Here's why.

Counterintuitive emotional response demands explanation

"What if [assumption] is the reason [problem]?"

ExampleWhat if your bio is the reason nobody follows you?

Plants a seed of doubt the reader can't leave unresolved

"Why does [thing] work for [others] but not for you?"

ExampleWhy does short-form work for everyone else but not you?

Validates their frustration while promising an explanation

"When was the last time your content actually [desired outcome]?"

ExampleWhen was the last time a post actually drove a sale?

Forces honest self-reflection most people can't answer

"What would change if [specific improvement]?"

ExampleWhat would change if every post you made had a clear job?

Paints a concrete vision that makes inaction feel costly

"If your [thing] stopped tomorrow, would anyone [reaction]?"

ExampleIf your content stopped tomorrow, would anyone notice?

Forces a confrontation with how replaceable their work really is

"Are you [doing thing] or just [lesser version]?"

ExampleAre you building an audience or just collecting followers?

Draws a distinction that makes the reader question which side they're on

"What's the point of [thing they do] if [consequence]?"

ExampleWhat's the point of going viral if nobody remembers you next week?

Challenges the assumed goal, reframes what success actually means