Your content isn’t just up against competitors anymore.
You’re competing against TikToks, YouTube Shorts, Reels, blogs, podcasts and millions of daily posts flooding every social platform.
Standing out means doing more than catching someone’s eye. You need to turn a glance into a view, a view into a click and a click into conversion.
At a recent Standout Summit, Future Social creator Jack Appleby—renowned for viral success—shared exactly how to write hooks that pull audiences in.
"Your content’s success lives or dies by the hook," says Appleby. "It’s that simple."
What Is a Social Hook (and Why Does It Matter)?
A social media hook is the first thing that grabs your audience’s attention.
It could be:
- The opening seconds of a video
- The lead sentence of a LinkedIn post
- The tagline on a paid ad
Without a compelling hook, no one sticks around to engage with your brilliant content.
"Mr. Beast has scrapped millions of dollars worth of video because he couldn’t find the perfect hook. That’s how vital it is," Appleby explains.
7 Ways to Write Thumb-Stopping Social Hooks
1. Stop Summarizing. Use a Highlight Instead.
Don’t describe the whole story. Tease the moment that will spark curiosity.
Example:
Instead of “Interview with Jennifer Lawrence”,
Use “Jennifer Lawrence sobs in pain while eating spicy wings.”
"People will watch the whole video just to find that moment," says Appleby.
2. Learn From YouTube Titles
Study high-performing YouTube creators.
Versus language + bold highlights = high click-throughs.
Example:
$1 vs. $1,000,000,000 Yacht!
The video reached 50 million views in 24 hours. Why?
- Simple
- Emotional
- Focused on a specific, intriguing contrast
3. Story First. Product Second.
Your hook should pull people into a story or relatable moment, not pitch a product.
Example:
Adobe’s TikTok series where designer Max Kolo recreates posters found on the street.
- No product mention upfront
- Feels authentic and creator-driven
- Massive engagement
"People don’t want ads. They want stories," says Appleby.
4. Think Simple. Not Clever.
Keep language digestible and easy to understand at a glance.
Marvel’s Wakanda Forever campaign didn’t overthink it:
"Show them who we are."
Minimal. Emotional. Effective.
5. Embrace Clickbait (Responsibly)
Yes—hyperbole works.
No—it doesn’t mean misleading people.
Craft hooks that spark emotion, curiosity or surprise.
Then deliver on the promise.
"Creators outperform brands because they understand how to package content in ways audiences can’t resist," Appleby explains.
6. Brainstorm More Than One Hook
Never settle for your first draft.
Appleby recommends "volume brainstorming":
- Write 20–50 variations of a hook
- Pick the one that grabs hardest
"Strong hooks don’t appear out of thin air. You work for them," he advises.
7. Be a Consumer (Not Just a Marketer)
Scroll your own For You Page. Study what stops you.
Ask:
- What made me pause?
- What was the first sentence or visual?
- Why did I stay?
"To create hooks that work, consume content the way your audience does," says Appleby.
Bottom Line: Great Hooks = Better ROI
You already invest time in crafting great content.
Now, invest the same effort into the first thing your audience sees.
"Your hook isn’t just a teaser. It’s the doorway to your results," says Eliott Wahba, CEO of DolFinContent.
The Next Step
Your hooks can turn browsers into buyers. But if you want them to work harder across all your creative—organic, paid, video and more—you need a partner who can help you scale.
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