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10 Proven Hooks to Capture Attention
So, how’s your hook game?
Oh the headaches of creating content that actually make people stop, pay attention and engage. There is much competition to capture attention and invite engagements.
However, a good social media hook can do just that with carefully worded phrases, questions or statements.
This week's episode is about hooks: If you DIY your own social media, are a freelancer trying to attract dream clients, or are making content for others, and you want to get better at capturing attention, then this episode is for you.
(BTW this episode is dedicated to Garage Rehab. Great questions get a whole article just for you.)
A hook can be used as caption text, text overlay on a video or image, or it can be the audio in a video.
Ten Hook-worthy Ideas
Hook 1: If you’re still doing [old method] your doing it wrong.
Why it works. By challenging the current belief system, it immediately creates tension which the brain wants to resolve. Most people will stick around and read the caption to prove to themselves that they are indeed doing it right. Use when you are offering something that really is better.
PR Example: If you're still using “feature me” pitches, you're doing it wrong.
Hook 2. Think [objection]? Think again.
Why it works. Challenging a common objection creates a curiosity gap and common connection that the reader’s brain needs to resolve. In the caption deliver on the hook, explain your argument.
PR Example: Think you need a press release? Think again.
Hook 3: I changed my mind about/regret [opinion] and here’s why.
Why it works. It creates an emotional loop. It shows vulnerability, which in turn creates trust, curiosity and makes you relatable.
PR Example: I changed my mind about focusing on LinkedIn, and here’s why.
Or, Why I regret going viral.
Hook 4: Why is [desired outcome] so hard?
Why it works. Makes the reader feel seen by validating their struggle, and imply you’re going to help them with this struggle.
PR Example: Why is getting journalists to email me back so hard?
Or, Why is writing hooks so hard?
Hook 5: Stop doing [outdated method] and do this instead [or, here’s why]
Why it works. It plays on ego and grabs attention instantly, and challenges current method and belief. It creates a sense of urgency.
PR Example: Stop using AI to write your posts, here’s why.
Hook 6: How I got [desired outcome] starting from zero.
Why it works. This is a transformation hook. Try using this hook when sharing a roadmap, plan, or beginner-friendly strategy.
PR Example: How I got my start-up non-profit on TV.
Hook 7: Every [core problem] needs to [approach/mechanism]
Why it works. It uses FOMO by implying you better be doing this thing.
PR Example: Every business seeking publicity needs a press page.
Hook 8: Apparently people still don’t know this…
Why it works. Makes people think, did I miss something? FOMO. Widely understood knowledge that many people are still missing. Use to break down misconceptions.
PR Example: Apparently people still don’t know public relations can save a business.
Hook 9: People are obsessed with [trend or thing] and I can see why.
Why it works. Another FOMO hook. You show something popular that viewer may not have heard of before. Adding 'and I can see why' implies that you're going to let them know the secret. Use this when responding to trends, content when something has gone viral. Uses social proof.
PR Example: People are obsessed with the Attention Seeker newsletter and I can see why.
Hook 10: You’ve been doing [something common] all wrong and here’s why.
Why it works. Plays on ego, grabs attention instantly.
PR Example: You’ve been using AI wrong, and here’s how to make it work for you.
As always, it is good practice to know your audience, their fears, desires, their identity and then you will know how best to capture their attention when writing a hook.
“The average attention span of the modern human is about half as long as what you’re trying to tell them.”
Do this now: Write 5 sample hooks for your social media that you feel would capture the attention of your audience.
Try different hooks out. Then, use the analytics built into the social media platforms to tell you what performed the best and keep track of what worked and what did not.
I’m dying to know what worked best for you!
Term to Learn
Content Marketing is anything created to share on social media or websites, like videos, blogs, and social media posts that do not directly promote a brand, but are made to pique general interest in a specific product, service, or person.
FAQ
Q: What types of hooks should I stay away from?
A: "You won't believe what happened..." It’s vague. With out getting to the point right away, it confuses viewers and leads to quick drop-offs.
"This will change your life forever" Avoid exaggerated claims. Everyone knows it not true or exaggerated, which erodes trust.
“Let me tell you something” tells me nothing. There’s no value or emotion.
Learn from others.
0% Cool : 100% Cringe
Coldplay Concert Caught Cheaters
Cringe on so many levels. I’d be surprised if you haven’t already heard about the CEO of Astronomer, Andy Byron and the head of HR, Kristin Cabot, were caught having an affair.
What did their PR team do? They wasted no time since there were two fake statements going around claiming to be from Andy Byron, CEO. Astronomer’s Director of Communications Taylor Jones said the statements were fake, and noted that neither Byron nor Cabot have made any public statements regarding the issue. In a post on X, they announced Mr. Byron has resigned and currently the search is on for a new CEO.
“Before this week, we were known as a pioneer in the DataOps space, helping data teams power everything from modern analytics to production AI. While awareness of our company may have changed overnight, our product and our work for our customers have not. We’re continuing to do what we do best: helping our customers with their toughest data and AI problems.”
Essential Strategy When Facing a Crises:
Be timely with a response
Be transparent with how you plan to move forward
Restate your organization’s standards for conduct
Acknowledge that you don’t have all the answers right now
They used this situation to introduce themselves and with careful PR management of the situation they can possibly see growth
✍️ Key PR Takeaway: PR Crises come in all forms, including from the ones up top who should know better. That is why it is important making a crisis plan to include these types of scenarios.
I’m interested in hearing from you, what’s been your go-to hook?
Until next week, keep your shades on and stay cool.
Your fellow Seeker,
Keren
🕶️
Social Media Hooks