The 5 Core Hook Types

Example Hook

"I discovered why 94% of content creators fail — and it has nothing to do with posting frequency."

When To Use

Use curiosity hooks when you have a genuinely surprising insight, a counterintuitive finding, or a piece of information the audience doesn't expect. Works best when paired with a credible context so the promise feels believable.

Key Pattern

State the existence of information without revealing it. Combine with a familiar subject (posting frequency, follower growth) and negate the expected cause. The brain creates a "need to know" state it will pursue to resolve.

Example Hook

"I deleted 2 years of content and my engagement tripled overnight."

When To Use

Use shock hooks when you can back the claim up with real results or a genuine story. Hollow shock hooks — where the payoff doesn't deliver — destroy trust instantly. The more specific the numbers, the more believable the shock becomes.

Key Pattern

Take a widely accepted best practice or common behavior and describe doing the exact opposite — then claim a positive (and specific) outcome. The contradiction forces a mental double-take that keeps eyes on screen.

Example Hook

"At 3am, broke and desperate, I wrote a caption that changed my entire career."

When To Use

Use story hooks for personal brand content, case studies, and long-form videos or posts. They work best when the story is genuine and the stakes are clear. The more visceral the scene-setting detail, the stronger the pull.

Key Pattern

Open with Time + Place + Emotional State. Then introduce the inciting moment without resolving it. Leave the outcome implied but unstated. The formula is: [When] + [Where/Feeling] + [Action] + [Outcome Teased].

Example Hook

"After analyzing 10,000 viral videos, here's the one pattern nobody talks about."

When To Use

Use authority hooks when you have genuine data, credentials, or direct experience that gives your claim weight. On platforms like LinkedIn, authority hooks dramatically increase save and share rates because audiences want to bookmark expertise.

Key Pattern

Lead with a specific credibility signal (number of clients, amount of data analyzed, years of experience) followed by a promise that is specific and exclusive-feeling. The word "nobody talks about" adds a second layer of curiosity on top of the authority.

Example Hook

"You spend 4 hours creating content. 12 people see it. Sound familiar?"

When To Use

Use relatability hooks when speaking to a tight niche with a shared struggle or goal. The more specific and precise the pain point, the more powerful the recognition. "Sound familiar?" as an ending phrase invites the audience to mentally say yes.

Key Pattern

Describe a specific behavior or frustration in second person (you/your) using concrete, recognizable details — time spent, numbers, emotional states. End with a question that confirms shared experience. Specificity is the whole game here.