How to Hook Your Audience: The Art of Social Media Hooks

Most social media posts float by unnoticed. A few grab attention. But only the best keep people engaged and lead them toward action. The secret? Social Media Hooks.

A hook is the first thing people see in your post. It’s what makes them stop scrolling and pay attention. But not all hooks are created equal. There are three main types:

• Hooks – The first line that grabs attention.
• Re-hooks – A follow-up that keeps people reading.
• Counter-hooks – A twist that challenges expectations.

Let’s break down how to build content that not only hooks but keeps people engaged all the way to the end.

Step 1: Shape an Idea

Every great post starts with a strong idea. But not just any idea—one that’s relevant, intriguing, and has the potential to spark discussion.

A good way to find ideas is to ask:

• What questions do your clients ask over and over?
• What’s an industry misconception you can debunk?
• What’s a counterintuitive take that challenges the norm?

For example, instead of writing, “Content strategy is important,” you could say, “Most content strategies fail because they lack one crucial step.”

Step 2: Cut It to Proper Length

Attention spans are short. People don’t read long, meandering posts unless you give them a reason. So, cut the fluff.

Here’s a simple formula:

• One idea per post – Don’t try to cram everything in.
• Short sentences – Easy to read.
• Line breaks – Make it scannable.

If your post looks like a wall of text, people will scroll right past. Keep it tight.

Step 3: Find a Unique Angle

Your audience has seen a million posts about your topic. How do you make yours stand out?

Three ways to find a unique angle:

1. Tell a personal story – People connect with experiences.
2. Use a metaphor – Compare your topic to something unexpected.
3. Challenge conventional wisdom – “Most people do X, but the real pros do Y.”

Step 4: Drill a Hole in Your Post

This means creating an entry point—something that makes readers stop and want to know more.

Step 5: Attach a Hook, Re-Hook, and Counter-Hook

Here’s where the magic happens.

• The Hook – Your first line. It should grab attention instantly.
• The Re-Hook – A second hook further down that keeps engagement going.
• The Counter-Hook – A twist that makes the audience rethink their assumptions.

Step 6: Coat Everything with a Strong CTA

A Call-to-Action (CTA) tells people what to do next. But many CTAs are weak—things like “Follow me for more” or “Let me know your thoughts.”

A strong CTA is:

• Specific – “Comment ‘HOOK’ and I’ll send you a guide.”
• Actionable – “Try this today and DM me your results.”
• Conversational – “What’s the best hook you’ve seen? Drop it below.”

10 Powerful Hook Templates (and Why They Work)

• “99% of [your audience] do this wrong. Are you one of them?”
  → Uses curiosity and FOMO (Fear of Missing Out) to grab attention.
• “I tested [strategy/tool] for 30 days. Here’s what happened.”
  → Creates intrigue by promising a real experience and results.
• “Most [professionals in your field] do X. The top 1% do Y.”
  → Sparks curiosity and positions the content as exclusive insider knowledge.
• “If I had to start over, here’s what I’d do differently.”
  → Appeals to both beginners and experienced professionals who want to avoid mistakes.
• “This simple [tactic/hack] helped me achieve [specific result] in [short time].”
  → Clearly presents value by combining specificity with speed.
• “What I learned from [unexpected source] about [topic].”
  → Surprises the reader by connecting an unrelated concept to your field.
• “Stop doing this one thing if you want to [achieve goal].”
  → Leverages loss aversion, making people want to check if they’re making a mistake.
• “[Popular belief] is a lie. Here’s what actually works.”
  → Challenges conventional wisdom, sparking curiosity and discussion.
• “I never thought this would work—until I tried it.”
  → Builds suspense and invites readers to discover the unexpected lesson.
• “How [famous person/company] cracked the code to [specific success].”
  → Uses social proof by referencing a well-known figure to add credibility.

Are You Using Counter-Hooks?

Most people hook. Some re-hook. Few counter-hook.

Which one are you?

If you’re curious how to master this, my 3×3 workshop breaks it all down. Let’s chat!