Hooks in digital content: hold the attention

Hooks determine whether your content will be seen or ignored. In the digital world, the most valuable resource is not technology or budget—it’s attention. It’s decided in a matter of seconds. If a person doesn’t stop scrolling right at the beginning, the publication may never get a chance to be seen. This is where the hook comes in – that initial element that makes the user stay.

What a hook is and what it is not

Hooks are often confused with clickbait. The difference is significant: clickbait is misleading, while a good hook opens the door to real value. It is not the content itself, but the invitation to stay and get that value. At its core, it is a moment of decision—to scroll or to continue.

The four pillars of good hook

Successful bait is no accident. It is the result of a combination of:

1. Format – text, video, carousel, or a combination.

2. Platform – LinkedIn, TikTok, Instagram, etc., each with its own logic and algorithms.

3. Psychology – how the human brain reacts to curiosity, novelty, tension.

4. Algorithm – which determines what to show and to whom.

If you miss one element, you leave your success to chance.

What we can and cannot control

We cannot change the algorithms or make all users stop. However, we can choose the right format, formulate our message, and structure the publication so that it corresponds to human reactions and machine logic.

Therefore, efforts should focus on what is within our control—a clear message, good formatting, and the right hook.

The psychology behind hooks

Several proven approaches influence the decision of whether the user will continue:

• Curiosity – people like to close information loops.
• Fear of missing out (FOMO) – the feeling of urgency and exclusivity motivates.
• Relief from missing out (ROMO) – validating the rejection of trends also has value.
• Novelty – unexpected or strange ideas stand out in the monotonous flow.
• Identity – hooks that speak directly to a specific audience.
• Social proof – concrete data and real examples reinforce trust.

Text vs. video hooks

• Text hooks rely solely on language and emotion – tension, drama, specific details, or breaking the mold.
• Video hooks combine three elements: the first visual frames, captions, and audio. The decision is made literally within three seconds, which makes the synchronization between these three levels critical.

The importance of platform and context

The same hook can have a completely different effect in different environments. LinkedIn, for example, encourages comments and clicks on “See more,” while TikTok and YouTube Shorts focus on viewing time and repeats. In Threads and X, responses and conversations are the main focus.

Even the season and timing play a role: productivity hooks work well at the beginning of the year, while topics related to burnout and rest work better at the end of the year.

Hooks are just the beginning

It’s important to remember: the hook is not the end goal, but the initial spark. It grabs attention, but retention and trust-building come from the content that follows. If the promise is not fulfilled, the user loses trust.

Before publishing, it is worth asking two questions:

• Would I personally stop for this?
• Would I feel satisfied if I took the time to watch or read it?

If the answer is “no,” then the hook or content needs reworking.

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