Types of Social Media Hooks You Need to Know
Ever feel like your content gets thrown into the abyss and never gets any attention? It's not your fault—people's attention spans are shorter than a TikTok video. Quite literally. But here's the good news—there’s a way to stop the scroll, spark curiosity, and get your audience to care about what you’re posting. It all starts with a strong hook.
What is a social media hook?
Social media hook is a bit like the first phrase of a song that grabs your attention or the opening scene of a movie that pulls you into its world. A hook is a magic ingredient that captures attention immediately—because, let's admit it, on social media, you've got about two seconds to make someone care.
The term "hook" comes from music. You know that catchy bit of a song you can’t get out of your head? Yeah, that’s the hook. On social media, hooks do the same thing—they grab your audience, reel them in, and make them stay.
And in case you're thinking, “Do I really need a hook?” here’s a reality check for you.
Proof that attention spans are at an all-time low
It’s official—science backs up what you already knew. According to a study by Microsoft (Microsoft Consumer Insights Study: Attention Spans report), humans now have an attention span of 8 seconds. If that doesn’t scream urgency, I don’t know what does.
But the challenge is even tougher for creators. On platforms like Instagram, Twitter (uh, I mean X), and TikTok, you’re competing with millions of posts, stories, and reels. Without a killer hook, your content drowns faster than you can say “algorithm.”
So here’s the deal. A good hook doesn’t just stop the scroll; it sparks curiosity, creates an emotional connection, and sets the stage for your content. But what makes a “good hook,” you ask? Allow me to introduce you to the 4 types of hooks every creator should know.
1. The relatable hook
Relatable hooks trigger that “OMG, this is soooo me” reaction from your audience. They work because they mirror your audience's thoughts, experiences, or quirks. People love consuming content that makes them feel seen.
Why it works:
People engage with what mirrors their own life—especially if it’s wrapped in humor or intrigue and feels oddly specific, as if your social media algorithms knew you a bit too well. A relatable hook says, “I get you," and nothing connects faster than being understood.
- Builds instant connection
- Makes your audience feel understood
- Encourages shares ("Girl, this is so us!")
Examples:
- “POV: That one friend who says they’re ready but still hasn’t left the house.”
- “I tell myself every time ‘I’ll just watch one GOT episode’ and then...”
- “Why is it so HARD to fold a fitted sheet?? Asking for a friend.”
- “The group chat is silent all day, but the second you try to nap? CHAOS.”
- “That moment when you realize you’re the ‘emotionally unavailable’ one in your situationship.”
Just to show you how it can be done in practise: here's Sam Fender relating to his fellow ADHD fans in one of his TikTok videos! https://vm.tiktok.com/ZNeKKoYHK/
Once again: keep it REALLY specific. The more niche, the better it connects. You’re not targeting everyone; you’re targeting your people.
2. The statement hook
This type of hook declares something so intriguing or provocative that your audience has to stick around for more—whether it’s because they're shocked, curious, or straight-up in disbelief.
Why it works:
A good statement hook interrupts the doom-scroll. It forces people to think, feel, and react. A good Statement Hook:
- Shocks or challenges what they think
- Sparks debate or conversation
- Leaves them wanting more
Examples:
- “Hot take: success isn’t about talent.”
- “You don’t need more motivation. You need discipline.”
- “Your life is your story and you can't keep blaming others that it's boring. BECAUSE YOU'RE WRITING IT!”
- “Sorry, but good vibes only is just emotional avoidance."
Again, in real life it can look like this: https://www.instagram.com/reel/DC-NfLQymgJ/?igsh=NDM2OTQxeHR2c3lp
Statement hooks thrive on confidence. Own your voice and don’t be afraid to get spicy. Spill the tea, throw the shade—just make it compelling and authentic to your beliefs.
3. The question hook
Questions are irresistible—they plant a seed in your brain that basically screams, “Answer me.” For creators, this is gold because it cuts right to the core of human curiosity.
Why it works:
A great question hook teases a story, a solution, or a secret. If it lights up your audience’s “Wait, what?” reflex, you’re in. A great Question Hook:
- Makes the audience genuinely curious
- Encourages interaction or engagement
- Makes people stop and think
Examples:
- “What’s the one lie you tell yourself every day?”
- “You’re offered $10M, but you can never speak to your best friend again. Do you take it?”
- “What song would you play to burn down your enemies' house? This one would be my choice.”
- "If karma’s real, what’s coming for you? Let me tell you my story..."
As a musician, you will probably find this question hook example very compelling: https://vm.tiktok.com/ZNeKKWxtv/
Want extra engagement? Post questions that are fun, easy to answer, or polarizing. People will have opinions.
4. The Visual Hook
Sometimes hooks don’t need words—movement, props, or something visually unexpected can be enough. Next time you’re stuck in a content rut, keep this in mind – sometimes these hooks carry the whole video, like those infamous subway surfer clips running alongside the actual content (we’re not saying you should brain-rot your audience this way, but hey, it clearly works).
Why it works:
Humans are wired to notice movement. A dynamic visual immediately breaks up the endless monotony of static posts on social feeds. Our brains crave novelty, and a creative visual hook delivers it and "refreshes" the image every few seconds. A good Visual Hook:
- Creates intrigue
- Starts with movement immediately
- Keeps the attention on the subject of the video
- Doesn't have to be connected to the topic of the video itself
Examples:
- Multitasking while talking (e.g., cooking breakfast while explaining a story)
- Unpacking a box while teasing what’s inside
- Fast text animations, for instance lyrics on top of a video snippet
- A 0,5 second zoom in at the beginning of the video
Check out this video with little zoom-ins every now and then! It makes it so much more visually interesting. https://www.instagram.com/reel/Cu2YJlLvlxF/?igsh=MWp0MmNjdmV4dDA5dA==
Even if you’re just sitting and talking, try to hold something in your hands, make gestures, or change camera angles.
Pulling it all together
Using multiple hooks in one video can really boost its chances of success. Mixing up different kinds of hooks keeps your audience interested and taps into different attention triggers. For example, you could add text on the screen as one hook while saying something totally different to grab attention in two ways at once. Pairing a spoken hook with a visual one—like moving an object or doing something quick and unexpected—makes things even more engaging. The more senses you involve, the harder it is for someone to scroll past.
Final thoughts
Start every post, reel, video, or story by asking, “What’s my hook going to be?” and observe which types of hooks work best for your audience. Experiment and refine based on the results.