Hook
The hook is the opening of a post, the first line of a caption or the first seconds of a reel, whose only job is to stop someone scrolling.
What it does not tell you
Most reels are decided in under three seconds, which means the hook is doing more work than the rest of the video combined. Hooks fall into recognisable patterns, a question, a claim, a number, a mistake, a before and after, and the pattern you use most is usually a habit rather than a choice. Two things can also be a hook at once and disagree: what you say out loud in the first seconds and what the text on the first frame says. When those two pull in different directions, that is worth knowing.
Related reading on this site: What it reads
Now the harder question. What do yours say?
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