Social Media Mastery - What is a Hook? - Episode 25

Episode 25. Welcome back to Social Media Mastery!

If you’re new to SSM, welcome with open arms! We’re starting to build a strong community of business owners, creatives, and individuals looking to grow their knowledge in the social space.

I like to keep the introduction short and sweet each week, so let’s jump straight into today’s question:

What is a Hook?

Put simply, if you’re new to social media, this one episode could be the difference between going viral and not going viral.

What is a Hook?

A hook is a way to capture attention, spark curiosity, and encourage people to keep watching or reading. Most people use hooks at the beginning of a piece of content to grab as much attention as possible before viewers swipe or click away.

What makes a good hook?

The best hooks are short and snappy, but they don’t reveal everything that’s to come. People take just seconds to decide whether to engage with content (video or text) so if your hook doesn’t spark interest quickly, they’ll scroll on.

What are some types of hooks?

In my opinion there are 3 main forms of hooks, and they are:

→ Text - What are people reading that will grab their attention?

→ Speech - What are people hearing that will grab their attention?

→ Visual - What are people seeing that will grab their attention?

Which ones should you use in your content?

As many as possible!

If you create video based content, you have no reason not to.

Example: A creator makes gym-related content and has a young male audience. The video is about how to get visible abs in time for summer. How might they hook viewers?

• The video could start with them saying:
  “Use this easy ab routine to get shredded for summer.”
  ➝ Reason: Most young men want quick results without a huge effort.

• The video could show two images: one before the workout routine, and one after (in much better shape).
  ➝ Reason: Viewers want proof. They won’t stick around long enough to hear it explained.

• Text on screen could say:
  “Just 5 minutes a day.”
  ➝ Reason: People are inherently lazy. If something sounds too good to be true, it grabs attention.

Conclusion:

If you don’t use hooks in your content, no one will watch.

Hooks don’t only belong at the start - they can be used throughout. Even in this SSM episode, I’ve repeatedly asked and answered questions. Why? Because it keeps attention and drives curiosity. Hooks, everywhere.

Clickbait is when you lie or stretch the truth to lure people in. I’m not encouraging that. But if you use curiosity wisely and ethically, your audience will trust you and keep coming back. Break that trust too many times, and they won’t.

Make sure to subscribe, and remember - "Growth is never by mere chance; it is the result of forces working together."

- Jacob

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