The Hooks

1. The List

The most used hook on Instagram, and still the most reliable. A number tells people exactly how long they'll be here.

• Template A

  Here are [number] ways to [outcome]

  • Here are 3 ways to find clients without posting every day.

• Template B

  These are my top [number] [things] for [outcome]

  • These are my top 5 tools for editing Reels on your phone.

• Template C

  [Number] tips for [outcome]

  • 4 tips for writing an ad that doesn't sound like an ad.

Make it work: odd numbers outperform even ones. 3 and 5 are the sweet spot. Under 3 feels thin, over 7 feels like homework.

2. The Walkthrough

You're showing your own process. The word "I" is doing the work — it signals this is real, not theory.

• Template A

  This is how I [do the thing]

  • This is how I write a week of content in one sitting.

• Template B

  Here's how I [get the result]

  • Here's how I book 20 calls a month with 3,000 followers.

• Template C

  This is how I [do the thing] in [time]

  • This is how I film, edit, and post a Reel in 20 minutes.

Make it work: the time-constraint version is strongest. "In 20 minutes" gives them a reason to believe it's doable.

3. The Toolkit

What you use. Works because people trust recommendations more than advice.

• Template A

  These are the [number] [things] I use to [outcome]

  • These are the 4 apps I use to run my entire business from my phone.

• Template B

  This is my favorite [thing] for [outcome]

  • This is my favorite mic for filming outside.

• Template C

  These are the [number] must-haves for [audience]

  • These are the 3 must-haves for anyone starting a coaching business.

4. The Price Tag

A number in dollars stops the scroll the same way a number in a list does.

• Template A

  Here's how to [outcome] for [price]

  • Here's how to set up a studio for under $200.

• Template B

  This is the best [price] you'll ever spend

  • This is the best $40 you'll ever spend on your business.

• Template C

  My favorite [things] under [price]

  • My favorite content tools, all under $20 a month.

Make it work: low numbers work for accessibility, high numbers work for shock. Pick a lane.

5. The Warning

Stops people because nobody wants to make the mistake.

• Template A

  Do this before you [action]

  • Do this before you post another Reel.

• Template B

  Stop [doing the thing]

  • Stop writing your scripts in Google Docs.

• Template C

  Don't [action] until you [do this first]

  • Don't run another ad until you've checked this one thing.

Make it work: name something they're doing right now. The more specific the behavior, the harder it lands.

6. The Constraint

Removes the obstacle they think is stopping them.

• Template A

  How to [outcome] without [obstacle]

  • How to grow on Instagram without showing your face.

• Template B

  [Outcome] even if you [limitation]

  • Book calls consistently even if you have under 1,000 followers.

Make it work: the obstacle should be the exact excuse they'd give you. Write down why they think they can't, then negate it.

7. The Call Out

Names who it's for, then promises something big. Everyone else scrolls past, which is the point.

• Template A

  If you [identity or situation], [big promise]

  • If you run a service business, I'm about to save you ten hours a week.

• Template B

  [Audience] — [promise]

  • Online coaches, there are three things standing between you and full time.

• Template C

  Every [audience] needs to know this

  • Every content creator needs to know this before they post again.

8. The Question

Opens a loop. They stay for the answer.

• Template A

  Did you know [surprising fact]?

  • Did you know most ads are lost in the first two seconds?

• Template B

  Ever wonder why [common thing] is the way it is?

  • Ever wonder why some videos get pushed and others die?

• Template C

  Have you ever wondered how [thing] actually works?

  • Have you ever wondered how the algorithm actually decides?

Make it work: only use this if the answer is genuinely surprising. A question with an obvious answer kills the video.

9. The Preempt

You name their objection before they can make it. Disarming, and it buys you time to explain.

• Template A

  I [did the thing], and before you think [objection], let me explain

  • I spent $600 on a course, and before you call me an idiot, let me explain.

• Template B

  Yes I [did the thing]. Here's why

  • Yes I deleted 90% of my content. Here's why.

Make it work: the objection has to be one they were actually about to have. If you invent it, this falls flat.

10. The If/Then

Qualify, then deliver. The cleanest structure on the list and the one that converts best for offers.

• Template A

  If you want [outcome], here's [what to do]

  • If you want to start a side hustle that turns into a business, here's what you need to do.

• Template B

  If you [situation], then [solution]

  • If you hate editing, then you need to change how you script.

11. The Series

Works because people come back for the next one. Built-in reason to follow.

• Template A

  Day [number] of [challenge or experiment]

  • Day 7 of posting every single day. Here's what changed.

• Template B

  [Number] days of [thing] — here's what happened

  • 30 days of cold DMs. Here's what happened.

Make it work: only start this if you'll actually finish it. An abandoned series costs you more trust than it built.

12. The Straight How-To

Makes a direct promise to show the viewer how to get a specific result.

• Here's how to [desired outcome]

  Here's how to [desired outcome]

  • Here's how to get 10,000 leads.

• Here's how to [desired outcome] without [pain / obstacle]

  Here's how to [desired outcome] without [pain / obstacle]

  • Here's how to get more clients without cold calling.

• How to [desired outcome] in [timeframe / number of steps]

  How to [desired outcome] in [timeframe / number of steps]

  • How to write a 30-second video ad in 10 minutes.

Make it work: The result should be concrete enough that the viewer immediately knows what they'll get by watching.

13. The Why-You-Should

Gives the viewer a reason to adopt a behavior, strategy, tool, or point of view.

• Here's why you should [action]

  Here's why you should [action]

  • Here's why you should write your hook last.

• Why you should [action] if you want [desired outcome]

  Why you should [action] if you want [desired outcome]

  • Why you should track your hooks if you want better retention.

• If you're [audience / situation], here's why you should [action]

  If you're [audience / situation], here's why you should [action]

  • If you run Facebook ads, here's why you should write more creative variations.

Make it work: The viewer should feel like they may be overlooking something important or doing something in a less effective way.