The Hook That Gets Shared: How to Write It
Quick answer: They should contain at least one or more of the elements which the person would want to save or share. Below are the instructions on how to write a hook that gets shared. This can be used for TikTok, Reels, Shorts, etc.
I use this formula when writing share-first hooks:
- Find the root cause of the problem you are trying to solve with the post. Be very specific with your wording.
- Bad example: Your content is not working
- Good example: Your videos get views but nobody saves them
- Add a bit of flavor: something that lets the person know that you understand the issue they are facing
- Example: Your videos get views but nobody saves them: because the first line sounds like advice, not a call to action
- Add a potential solution or a different perspective
- Example: You need a hook that makes people feel like they can use it right now
- End with a quote or something that can be saved for later or shared with others
- Example: This is not a view problem. This is a usefulness problem
That’s it: the above formula can be used to write a share-first hook which people save and share.
5 Hook Templates that Make You Get Shares (And Why They Work)
Quick answer: They are all variations of the same theme: providing value to the person. Below are 5 different types of hooks which solve the same problem in slightly different ways. You are free to use them interchangeably or in the same post, it is all up to you.
Template 1: The Useful Truth Nobody told you about [specific truth], so here it is. Example: Nobody told you that a post can get attention and be useless, so here it is Why does it work: Truth is powerful, not least because it is useful. This type of hook will get shares simply because it provides valuable information.
6 Common Mistakes That Make Hooks Fail
Quick answer: If your hook fails at getting shared, it is most likely due to one of these reasons.
Mistake 1: The hook is about you and not the target audience We often forget that the hook is not about us but the people who are supposed to watch the post. If your hook does not target your audience, it will fail at getting shared. Fix: Always keep your audience in mind when writing the hook. Focus on them first. Add your perspective only if it is relevant.
Mistake 2: The hook is fancy empty Some hooks sound fancy but contain little to no actual content. They can also use empty phrases and promise to deliver while providing nothing. Fix: Replace empty phrases like “some issues” with specific problems. In other words, make the hook less generic.
Mistake 3: The hook is too long The hook should be short and to the point. Fancy setups will often fail because they need too many words to get to the point. Fix: Make your hook as short as possible. Ideally, it should be one sentence. If you need more than that, make it two.
Mistake 4: The hook contains no value It may be entertaining, but does it teach something? Does it say something useful? Fix: Ensure that there is at least one piece of valuable information in your hook.
Mistake 5: The hook is too safe You do not want to criticize your target audience, but you also do not want to compliment them. Sometimes, the safest option is the worst one because it does not say anything meaningful at all. Fix: Be brave and say what needs to be said. If the hook needs to criticize, criticize. If it needs to compliment, compliment.
Mistake 6: The hook has nothing quotable or shareable It is hard to quote or share an ineffective hook. Fix: Ensure that your hook contains at least one quotable part which your target audience will share.
FAQ: Share-First Hooks
Why do some posts get likes but no shares? Because the hook failed at its secondary objective: completing the share. Engagement is good, but unless there is a reason to share the post beyond “I found this interesting,” the hook has failed at its secondary objective.
Which is more important: curiosity or value? Both are important in their own way. The hook needs to entertain (curiosity) and educate (value). If it fails at either, it will fail at its main objective: completing the scroll and encouraging the person to watch the video.
How long should the hook be? It should be long enough to deliver the message but short enough to keep the target audience engaged. Ideally, it should be one sentence, two at the very longest. Anything longer and it will lose impact.
Should I always make my posts shareable? It depends on the purpose of the post. Not every post needs to get shared. Some are meant to build the audience (and therefore should be shareable), while others are meant to sell (and should not necessarily be shareable). However, the best practice is to make every post at least shareable, if not quotable or resharable.
3-Step Plan for Your Next Share-First Post
Step 1: Choose one objective Choose one thing that you want your hook to achieve. It does not have to have multiple objectives, but it should have one main objective. What do you want the person to do after watching the hook? Do you want them to save the post, share it, comment on it, or forward it to a friend? Each objective will have a slightly different hook.
Step 2: Write three different openings Write three different openings for the post. Each should target one of the objectives mentioned above. Then, decide which one was the most effective.
Step 3: Compare and test Post one of the hooks and see how it performs. Ideally, you should compare it to similar posts that you have published in the past and use the one that got the best results.