In part 6 of our Shopify Struggles series, we’re tackling a problem many brands face – low social media engagement. More specifically, we’re focusing on one of the most overlooked but impactful parts of your content, the hook. Read on for the lowdown on how to craft hooks that actually make people stop scrolling and take notice.
If your social media posts aren’t grabbing attention in the first couple of seconds, chances are they’re being scrolled past without a second thought and when people don’t engage, you’re ultimately forgettable which contributes to lost sales.
Engagement isn’t just a vanity metric, it’s a vital signal that your content is resonating with your audience and it plays a key role in keeping your brand top of mind and in building trust, known as social proof.
Consistent engagement can help to turn your social media presence from passive window-dressing into an active driver of traffic and sales.
Engaging Content Needs a Strong Hook
You’ve got mere seconds to grab attention on social media – most people scroll on within the first couple of seconds of seeing an image or video, so If you don’t grab them immediately, you’ve lost them and they’ll continue their scroll until they find the next little dopamine hit.
You don’t have to resort to shock tactics or sensationalism like some creators, but there are some simple tried and tested techniques that can help you stand out in a busy social media feed. Of course, which of our tips you can utilise will depend on your brand, tone of voice and audience.
Tips for creating strong hooks
Address pain points
People are more likely to stop scrolling when they feel seen or understood so lead with a frustration that people will instantly recognise.
Get straight to the point
You’ve got seconds to grab attention, so skip the warm-up and land your message early.
In videos, try showing an end frame first, then go back to the start to flesh out the detail
This reverse storytelling technique builds curiosity and encourages people to stick around to see how you got there.
Comparison videos work well e.g. showing chaos then calm or dirty to clean
Visual contrast is powerful. Think “before vs after” or “problem vs solution” and the more extreme the difference, the better.
What happens next?
Choosing the right thumbnail image for Reels and video posts is critical. Think an action frozen in time, an intruiging close up taken from the video which looks interesting, strange or that hints at what’s to come works well. For example, in production process videos, a close up of sewing machine stitches, water being poured from a kettle, a jump frozen in mid-air, an oven being opened to partially reveal what’s inside…all of these hooks create instant interest and a desire to see what happens next.
Use bold, readable text overlays in the first few seconds
Assume people are watching with the sound off. Text should communicate the key idea instantly and clearly.
Speak directly to your audience
Use “you” language to make it feel personal. Hooks like “If you’re tired of…” or “You need to see this if…” make people feel like it’s for them.
Lean into curiosity or surprise
Leave a small gap in the story, tease something unexpected or counterintuitive to spark interest.
Start with motion or human interaction
Even a small gesture or glance can be enough to catch the eye. Faces and movement naturally draw attention.
Make a bold or specific claim
Hooks like “This saved me 30 minutes every morning” or “We made the softest hoodie ever” invite people to watch and judge for themselves.
Tap into trends, but make it relevant to your product
Trending sounds, formats or memes can help boost visibility, just be sure they relate back to your brand in a way that makes sense and isn’t too clumsy.
Example content hooks you can use
Need some specific examples? Here are some ready-made content hooks you can adapt and use for yourself.
“If you hate X, you’ll love…”
Taps into a shared pain point or annoyance which builds instant relevance.
“You’re using it wrong! Here’s what it’s actually for…”
Curiosity meets correction. Great for products with more than one use, or when you want to educate subtly.
“This one tiny change made a massive difference…”
Everyone loves a quick win. Tease a before-and-after or a small tweak with a big payoff.
“If you’ve got [problem], you need to see this.”
A relatable setup for your solution, straight to the point.
“3 things you didn’t know your [product] could do…”
Useful for highlighting features or encouraging upsell with a bit of show-and-tell.
“We tested it so you don’t have to…”
Builds trust and implies honesty. Particularly useful for skincare, food, lifestyle and gadgets.
“This is your sign to finally try…”
Taps into trending TikTok/Instagram language and encourages low-pressure action.
“Every time I wear this, someone stops me to ask…”
Subtle social proof that triggers curiosity and the idea of FOMO (fear of missing out).
“POV: You’ve just unboxed the best delivery of the week…”
Perfect for playing into unboxing trends or showing the customer experience from their point of view.
“The wait is over! It sold out in 48 hours last time and it’s now back in stock…”
Creates anticipation that this is something viral that other people buy.
“Have you got yours yet?”
This implies you should have one and questions often prove irresistible.
“Not many people know about…”
The implication of secret knowledge can be appealing.
“Why does no one talk about this?”
People love to feel like they are in on something and feeling understood can have a powerfully disarming effect.
“Here’s what every X needs.”
A concise statement that will have people waiting to find out what it is.
“Shipping taking too long? We fixed that.”
Addresses a common frustration and directly offers an immediate solution.
In a crowded social media landscape, a strong hook can mean the difference between being scrolled straigt past and being engaged with. It doesn’t mean shouting the loudest, it simply means knowing what matters to your audience and leading with it.
Test different formats, learn from what performs best with ongoing monitoring and analysis, and ensure your messaging and brand tone of voice remain consistent and strong throughout.