The e hustle 46: 7 Viral Hook Strategies to Use in Your Socials

social media Jan 21, 2025

Let’s talk about the hook.

Firstly, what is the hook?

Well, like the hook that holds the bait in fishing, the hook in advertising or social media, is the opening statement or image. Captions, pictures and videos can all have hooks.

Here’s why nailing your hook matters:

Stop the scroll: Your hook needs to make your audience pause mid-scroll and say, “Wait, what’s this?”
Build curiosity: A great hook teases just enough to leave people wanting more. They’ll keep watching, reading, or clicking to get the full story.
Hit them emotionally: Whether it’s excitement, urgency, or relatability, your hook needs to connect with their emotions. That’s what makes it memorable.

Whether you’re posting a product video, running an ad, or creating a social post, those first few seconds are everything. Nail it, and you grab attention. Miss it, and your audience scrolls right past you.

I’ve looked at 7 proven strategies for creating killer hooks. Let’s break them down, and help you choose one for your brand - then get to work filming or writing, and report back to me. Read until the end and I’ll tell you which strategy you should be using.

AIDA (Attention, Interest, Desire, Action)

Best for: Guiding your audience step by step to take action.

“Hate boring shoes? Meet our bold new collection. Click now to stand out!”
“Want glowing skin? Discover the serum that works while you sleep. Shop today!”

PAS (Problem, Agitate, Solve)

Best for: Solving pain points with your product.

“Tired of losing your keys? Our smart tracker ensures you never misplace them again!”
“Can’t find leggings that actually last? Try ours—designed to never rip or stretch out.”
Open Loop (Curiosity Hook)

Best for: Creating intrigue to keep viewers engaged.

“The one cleaning hack everyone needs—are you using it?”
“You’ve been organizing your pantry wrong. Here’s how to fix it!”

Social Proof

Best for: Building credibility and trust.

“10,000+ happy customers can’t be wrong—try it today!”
“Featured in Vogue and loved by influencers everywhere. Shop now!”

WIIFM (What’s In It For Me?)

Best for: Highlighting direct benefits for your audience.

“Say goodbye to cold coffee—this mug keeps it hot for hours.”
“Want faster shipping and exclusive deals? Join our VIP club today.”

The Rule of One

Best for: Keeping your message clear and focused.

“One serum. Endless compliments. Glowing skin starts here!”
“One tool. Infinite possibilities. Transform your kitchen today!”

How-To Hook

Best for: Educational or value-driven content.

“How to organize your fridge in under 5 minutes.”
“How to keep your plants alive—even if you forget to water them.”

Which Hook is Right for You?

Here’s how to decide:

Are you solving a problem? Use PAS or AIDA.
Have strong reviews or testimonials? Try Social Proof.
Want to spark curiosity? Go for Open Loop.
Highlighting benefits? Stick with WIIFM.
Need to simplify? Use The Rule of One.
Sharing tips or hacks? Test a How-To Hook.

Pro Tip: Test and Learn

The beauty of social media is you can try different hooks and instantly see what works. Post a few versions, track engagement, and let the data guide you.

Now it’s your turn. Pick one strategy from the matrix below, based on the industry you're in. I've mapped the strategies that I would use, if I was in certain categories. Next film your hooks, (i've provided two example), split test them either as ads, or organic, and double down on the one that wins by turning it into an ad, boosting the post, or simply doing more content based on the winning strategy.

Now go and hook 'em.

Until next week,
Paul