The Ultimate Guide to Creating Hooks
Examples & Strategies to Immediately Engage Your Audience
Why Hooks Matter
The difference between bland content (even if it has the most valuable information) and engaging content often comes down to one powerful element, your hook.
Your hook is that crucial first impression that either pulls your audience in or pushes them away.
It's the intriguing question, the surprising fact, or the compelling promise that makes anyone stop scrolling and start engaging.
In a recent podcast episode, I shared what Iโve learned from creating thousands of hooks for my clients (and my own) content.
No matter how valuable your message, without the right hook, your audience might never hear it.
I'm going to give you examples and breakdown exactly how you can craft hooks that resonate, hold attention, and increase the impact of your message.
Types of Hooks
Intrigue Hooks
Intrigue hooks provoke curiosity by presenting a question or a scenario that leaves your audience wanting more. These types of hooks create an immediate curiosity gap, making viewers eager to discover what happens next.
Examples of Intrigue Hooks:
- "Have you ever wondered what your pets do when you're not home?"
- "What if everything you knew about productivity was wrong?"
Benefit Hooks
Benefit hooks clearly state a direct benefit or outcome your audience will achieve by consuming your content. These types of hooks answer the immediate question your audience subconsciously asks: "What's in it for me?"
Examples of Benefit Hooks:
- "Learn how to double your productivity in just one week."
- "Discover the 5-minute morning routine that will boost your energy all day."
Shock Hooks
Shock hooks use surprising or unexpected elements to instantly grab attention. These types of hooks could be startling statistics, bold statements, or unconventional visuals that break usual patterns and expectations.
Examples of Shock Hooks:
- "87% of people fail to achieve their goals - hereโs why."
- "Eating chocolate daily can actually help you lose weight."
Storytelling Hooks
Storytelling hooks leverage the natural human inclination toward stories, these hooks draw people in through relatable scenarios or compelling narratives. These types of hooks tap into emotions (positive and/or negative) and spark curiosity about "what happens next."
Examples of Storytelling Hooks:
- "I quit my dream jobโand it was the best decision I've ever made."
- "Three years ago, I couldn't even run a mile; today, I finished my first marathon."
Humor Hooks
Humor hooks can be an excellent way to create instant rapport and engagement. When done well, humor hooks make your content enjoyable and memorable right from the start. Remember, humor is subjective, and the better you know your audience the more humorous to them you can be.
Examples of Humor Hooks:
- "I'm not lazy, just exceptionally energy-efficient. Here's how you can be too."
- "I tried becoming a morning personโit lasted exactly one morning."
Authority Hooks
Authority hooks establish your credibility immediately by referencing your expertise, experience, or proven results. These types of hooks also reassure your audience they're in good hands and should pay attention.
Examples of Authority Hooks:
- "After coaching over 1,000 entrepreneurs, here's what I've learned about success."
- "As a nutritionist, these are the only supplements I recommend to my clients."
Psychology Behind Hooks
Open Loops and Curiosity Gaps
Open loops happen when something interesting isn't finished, making you curious about what comes next.
Think about watching your favorite TV show when something exciting happens, but then it suddenly cuts to commercials. You really want to know what happens next!
Good hooks work the same way by making you need to find out the answer.
Pattern Interrupts
Pattern interrupts surprise you by showing something you weren't expecting.
Imagine scrolling and all of the sudden you see someone pouring maple syrup on an acoustic guitar. That would definitely grab your attention!
Pattern interrupts could be a surprising fact, strange image, or unexpected statement.
How Hooks Tap Into Viewer Psychology
Good hooks use things people naturally react to, like curiosity, surprise, emotions, humor, or trust. These reactions make your audience want to stick around, listen carefully, and remember your message.
Hooks by Content Type
While the fundamental principles of hooks remain consistent, the exact execution may vary depending on the specific type of content you're creating.
Let's explore how to tailor your hooks for different formats.
๐น Video (e.g., TikTok, YouTube Shorts)
With short-form video content, you have mere seconds to capture attention. Use visual hooks like unusual settings, bold text overlays, or intriguing expressions to immediately draw the eye.
Couple these visuals with a strong verbal hook in your first sentence.
Ask a question, state a surprising fact, or hint at a story.
Remember, your hook should make viewers want to stick around for the entire video.
๐ฑ Social Media Posts (Instagram, LinkedIn, etc.)
For social media posts, your hook is often the first line of your caption or the headline of your post.
Lead with a question, a shocking statistic, or a powerful promise.
Use emojis (sparingly), capital letters, or special characters to make your hook visually stand out. Experiment with different lengths and phrasings to see what generates the most engagement.
๐ง Emails and Subject Lines
With emails, your subject line is your hook.
It's the first (and sometimes only) thing recipients see before deciding whether to open your message.
Craft subject lines that are clear, concise, and compelling.
Highlight a specific benefit, ask an intriguing question, or personalize the subject line with the recipient's name or interests.
In the body of your email, use your first sentence to build upon the hook and draw readers into your main message.
๐ Blog Articles
For blog articles, your hook is typically your headline and your opening paragraph.
Use your headline to make a bold promise, pose a thought-provoking question, or hint at a surprising insight.
In your first paragraph, expand on your hook by providing context, relating a brief anecdote, or diving straight into the crux of your topic.
The goal is to reassure readers that your article will deliver on the promise of your headline.
๐๏ธ Podcasts and Audio Content
With audio content, your hook should come within the first 30 seconds of your episode.
Start with a teaser of your main topic, share a surprising quote, or ask a question that piques curiosity.
Use vocal inflection, pacing, and music to create an engaging audio experience right from the start.
Give listeners a clear reason to keep tuning in for the rest of your episode.
Regardless of the content type, your hook should always be authentic to your brand voice and relevant to your target audience.
Keep testing different approaches and pay attention to how your audience responds.
How to Test Your Hooks
Crafting the perfect hook is an iterative process.
Testing and refining your hooks based on audience response is key to maximizing their impact.
Here are some simple strategies to gauge the effectiveness of your hooks and signs to watch for:
Simple Testing Strategies
1. A/B Testing
Create two versions of your content with different hooks. Share each version with a portion of your audience and compare engagement metrics to see which hook performs better.
2. Social Media Polls
Use the poll feature on platforms like Instagram to directly ask your audience which hook they prefer or find more compelling.
3. Landing Page Tests
If you use hooks in your website copy or landing pages, use tools like Google Optimize to test different variations and track which hooks lead to higher conversion rates.
Signs Your Hooks are Resonating
๐ Increased View Duration
If viewers are sticking around to watch more of your video content, it's a strong indication that your hook successfully captured their interest.
๐ฑ๏ธ Higher Click-Through Rates
If your email or ad copy hooks are driving more clicks to your content, it shows they are effectively persuading your audience to engage.
๐ฌ More Social Shares and Comments
When your content receives a high volume of shares and sparks lively discussions in the comments, it often means your hook struck a chord with your audience.
๐ Improved Conversion Rates
If you notice more people taking desired actions (e.g., subscribing to your newsletter, making a purchase) after engaging with your content, it suggests your hooks are attracting the right audience.
Signs Your Hooks Need Adjusting
๐ด High Bounce Rates
If viewers are quickly navigating away from your content after the initial hook, it may indicate a mismatch between your hook and the content itself.
๐ Low Engagement
If your hooks are failing to generate likes, comments, or shares, they may not be resonating with your target audience or standing out in a crowded content landscape.
๐ Negative Feedback (from your ideal audience)
If you receive comments that your content feels misleading or doesn't deliver on the promise of your hook, it's a clear sign you need to reassess your hook strategy.
Remember, testing your hooks is an ongoing process. As your audience evolves and content trends shift, what works today may not work tomorrow.
Final Thoughts
As you know by now, hooks are arguably the most important piece of your content.
Unfortunately, they expire...meaning, what works today may not work tomorrow.
Following everything I've laid out here though, should be a good reference point for you to get started OR to revisit when your hooks are no longer hooking.
If you'd like ongoing support, there's a couple of ways I can help.
If you prefer something custom, one-on-one with me, click here to check my availability page and book a time.
If you're just looking for ongoing creator insights, I send out a free weekly newsletter which you can join below.
Thanks for being here!
Dylan