Anatomy of a hook

A hook earns the first burst of distribution. It is part visual, part caption, part promise, and it is testable. The best clippers treat hooks as experiments, not guesses.

Three hook patterns that travel

• The open loop, pose a question the viewer needs answered.
• The bold claim, state something surprising, then back it up.
• The visual jolt, lead with motion or a striking frame.

You are not competing with other brands. You are competing with the next swipe.

Distribution principle