6 Hook Types That Stop the Scroll (With Examples)

The first three seconds decide everything. If your hook doesn't land, nothing else matters — your content, your offer, your expertise. None of it gets seen.

After studying creators who consistently get millions of views, I've broken down the six hook types that actually work. Each one has a formula, a template, and examples you can adapt for your business.

1. The Curiosity Hook

What it does: Asks a question the viewer didn't know they had, or teases an answer they can't resist.

Formula: Unexpected question or statement + reason to stay

Template:

"[Question nobody asks but everyone wonders about] — and the answer might change how you [relevant action]"

Examples:

• "What if I told you 73% of the admin your team does could be automated for free?"
• "There's one setting in Xero that most businesses never turn on — and it's costing them thousands"

2. The Credibility Hook

What it does: Drops authority fast so the viewer trusts what comes next. Uses research, stats, or personal experience.

Formula: Credibility anchor + surprising finding

Template:

"According to [source], [stat]. And having worked with [X] businesses, here's what that actually means..."

Examples:

• "The BCC says more than half of UK firms now use AI. I've worked with dozens of them — and most are doing it wrong"
• "After building dashboards for care agencies, I can tell you the number one KPI they're all ignoring"

3. The Open Loop Hook

What it does: Starts a story or makes a claim, then deliberately delays the payoff. The viewer stays to close the loop.

Formula: Partial reveal + promise of more + delay

Template:

"[Interesting setup]... and I'll tell you why in a second. But first, [context that makes the payoff better]"

Examples:

• "I built an automation for a client that saved them 12 hours a week. But the real result wasn't the time saved — I'll show you what happened next"
• "There's a free tool that every business should be using but almost none are. Before I tell you what it is, let me show you what happens without it"

4. The Shame Call-Out Hook

What it does: Names something the viewer secretly does (or doesn't understand) but won't admit. Creates instant connection.

Formula: If you've been [embarrassing thing everyone does], this is for you

Template:

"If you've been [pretending/nodding along/ignoring] when someone mentions [topic], this is for you"

Examples:

• "If you've been hearing 'AI automation' and quietly thinking 'that's not for my business,' this is for you"
• "If you've been manually typing up notes and wondering if there's a faster way — there is, and it takes 2 minutes"

5. The Flex + Gap Hook

What it does: Shows a result you have, then makes the viewer feel the gap between their reality and yours.

Formula: What I'm doing + if it's not doing the same for you, this is for you

Template:

"[Tool/system] is [doing impressive thing] for my clients. If yours is still [doing the old way], this will fix that"

Examples:

• "AI is generating compliance docs, tracking KPIs, and writing reports for my clients. If your team is still doing this manually, keep reading"
• "One of my clients passed their inspection with zero documentation flags — and they set it up in a week"

6. The Non-Obvious Take Hook

What it does: Shares a perspective the viewer can relate to but has never heard said that way. Triggers instant agreement.

Formula: Contrarian or fresh framing of something everyone experiences

Template:

"Everyone says [common advice]. But that's not quite right. The real issue is [reframe]"

Examples:

• "Everyone says you need to 'adopt AI.' But the businesses winning aren't adopting AI — they're automating the 3 tasks that cost them the most time"
• "The problem isn't that you don't have enough staff. The problem is you're paying staff to do things software can do for free"

How to Use These

Pick one hook type per piece of content. Don't mix them — each one creates a different kind of tension, and mixing dilutes the effect.

For Instagram Reels: Curiosity and Shame Call-Out hooks work best. They're fast, personal, and create immediate engagement.

For LinkedIn posts: Credibility and Non-Obvious Take hooks perform well. Your audience expects authority and fresh thinking.

For guides and articles: Open Loop hooks keep people reading. Start with a story, delay the payoff, deliver it halfway through.

The hook is the hardest part of content. Get it right and everything else follows.