Your content isn’t just competing against your competitors; it’s battling millions of TikToks, YouTube videos, Reels, posts, blogs, and more. Standing out requires catching your audience’s attention long enough to turn a glance into a view and ultimately into a click.

A great hook is the secret to capturing and keeping that attention. So, what exactly qualifies as a social media hook, and what makes one truly effective?

Jack Appleby, the creator of “Future Social” and a viral content expert, shared his insights at the recent Standout Summit. Ready to craft content that stops the scroll? Read on for examples of successful social media hooks and seven strategies you can apply today, courtesy of Mr. Appleby.

What is a Social Media Hook?

A social media hook is the first few seconds of your content that grabs your audience’s attention and draws them in. It could be the opening of a video, the first line of a post, or the tagline of an ad. If you can’t pull someone in quickly, your content will be overlooked.

“A social hook is anything that pulls you into that content. If you can’t pull someone in, no one’s going to see the content.” – Jack Appleby, Founder of Future Social

Why are Social Hooks Important?

The importance of social hooks can be summed up with an example from top-earning YouTuber, Mr. Beast. According to Jack Appleby, Mr. Beast would rather scrap a video that cost millions to produce if he can’t come up with the perfect thumbnail or hook to promote it. This demonstrates how vital hooks are to capturing and retaining viewers’ attention.

7 Ways to Create Thumb-Stopping Social Media Hooks

Here are seven practical strategies to help you craft scroll-stopping hooks that make your content unmissable.

1. Stop Summarizing, Use a Highlight Instead

Think of the last time someone told you about a must-watch TikTok. Did they give you a full summary? Probably not. Instead, they highlighted a specific moment that caught their attention. Great hooks work the same way—pull out a highlight that makes your target audience want to dive into your content.

Example: Rather than titling a video as a “Jennifer Lawrence Interview,” go for “Jennifer Lawrence sobs in pain while eating spicy wings.” This pulls on an emotional highlight that makes viewers want to see the full story.

2. Learn from YouTube Titles

Content marketers can learn a lot from YouTube titles, especially from creators like Mr. Beast. His “$1 vs. $1,000,000,000 Yacht!” video amassed over 50 million views in 24 hours. The success lies in using specific highlights and “versus” language to grab attention. His titles don’t summarize the content; they tease the most exciting parts.

3. Story First, Product Second

Start with a compelling story to stop people from scrolling. You don’t even need to mention your product right away. For example, Adobe’s TikTok videos showcase a graphic designer recreating posters found on the street, creating engaging content that outperforms traditional brand-focused posts.

4. Think Simple, Not Clever

Clever ideas work best when they are simple to understand. Your audience doesn’t have the time or patience to decipher complex messages. Keep it straightforward and use as few characters as possible to make your content easy to digest.

Example: Marvel Studios promoted “Black Panther: Wakanda Forever” with a simple quote from the film: “Show them who we are.” It’s direct and compelling.

5. Embrace Clickbait (But Deliver on the Promise)

Clickbait can be effective when used thoughtfully. Hyperbole in hooks can trigger curiosity, but you must ensure your content delivers on what you promise to avoid disappointing your audience.

Tip: Check out the ‘For You Page’ on TikTok for inspiration and examples of effective hooks that are currently trending.

6. Do the Work with Volume Brainstorming

Don’t settle for the first hook you write. Volume brainstorming can help you arrive at the most effective hook. Create a list of potential hooks, test them, and choose the one that best captures the essence of your content.

Example: When brainstorming for a TikTok about “Space Jam 2,” Jack Appleby generated over 50 potential hooks before landing on the final choice.

7. Consume Content Yourself

Spend time consuming content and take note of which hooks work on you and which don’t. This practice helps you understand why certain hooks make it into your feed and what compels you to watch the full video.

Advice: Scroll through your ‘For You’ Page and analyze the hooks used. What was the first sentence they said? What was on the screen? Why did it make you stay?

Craft Better Social Media Hooks for Better Results

First impressions are everything, and social media is no different. If you dedicate as much effort to crafting your hooks as you do to creating your content, you’ll see better returns on your efforts. Next time you sit down to write a social post, keep Jack Appleby’s tips in mind:

• Use a highlight, not a summary.
• Draw inspiration from YouTube titles.
• Sell the value before the product.
• Keep it simple.
• Don’t be afraid of clickbait—just ensure you deliver.
• Put in the work with volume brainstorming.
• Consume content to learn what works.

You’ve got this, superstar! 😉