Both
Hook
The hook is the first line, first frame or first card — the part that decides whether someone stops scrolling.
Definition
The hook is a promise or claim strong enough to interrupt a scrolling session. On Reels it's the first 2 seconds; on X it's the first 60 characters shown before the fold; on carousels it's card 1.
How to use it
Make one specific claim. Use a number, a name or a contradiction. Avoid open-ended questions and vague setups.
Common mistakes
- "Have you ever wondered…" openers
- Burying the strongest sentence three lines in
- Hook that promises something the post doesn't deliver