Your reels’ success hinges on ONE thing:

The hook. 

Without a strong hook, it doesn’t matter how entertaining, informative, or helpful the rest of your video is; people just won’t watch it if your hook doesn’t STOP them in their tracks. 

The good news is that finding a strong hook isn’t quantum physics. 

Millions of reels get posted every single day, and if you study the ones that go viral, you’ll find some clear patterns in their hooks. 

In this article, I’ll go over some of the most common viral hooks that work across different niches, so you can pick and choose which ones to use for your own reels. 

Let’s dive in.

27 Powerful Instagram Hook Ideas

1: “Stop Doing This!”

One of the most striking ways to start your reel is by telling people to STOP doing something that’s a common practice in your niche (plus points if your viewer actually does the thing you’re telling them to stop doing). 

This is best used when you’re trying to break something that’s “normal” in your niche, and want people to try something that you believe is better.

The more common the thing you’re telling people to stop doing, the stronger your hook will be. 

Now… if we were only talking about hooks, you can say the most outlandish things. 

But if you want to grow on Instagram, make sure to back up your “Stop Doing This” hooks with a better alternative for your viewers! 

Examples: 

• “Stop storing your garlic like this — it’s why it keeps spoiling so fast.”
• “Stop using Canva templates everyone else is using — here’s what to do instead.”
• “Stop booking flights on Sundays — you’re paying up to 30% more.”
• “Stop chasing viral sounds — focus on storytelling instead.”
• “Stop calling it ‘self-care’ if it’s just avoiding your real needs.”

2: Curiosity Drivers

If you can stir up curiosity in your viewer, you can get them to watch your entire reel. 

That’s why, whether you have a story to tell, a tip to share, or a warning to spread — don’t say it outright. Instead, lead into it with a curiosity-sparking hook. 

This is especially helpful if what you’re sharing doesn’t have a shock factor and is something that’s relatively well-known in your niche already. 

Examples: 

• “Everyone does this wrong… including me (until last week).”
• “This little detail made my sales jump 10x.”
• “I found a place that feels unreal — you’ll see why.”
• “I tested something most creators are scared to try.”
• “I did something different this week — and my anxiety disappeared.”

3: Shock Factor

On the contrary, if what you have to share has a SHOCK factor, then don’t use a curiosity-driven hook. 

Just say what you did/want to share outright. 

If it’s shocking enough, people will have to stop to watch your reel!

Examples: 

• “I cooked with only ingredients I found in my backyard.”
• “I shut down my business for a week — here’s what happened.”
• “I took the cheapest flight in Asia — and instantly regretted it.”
• “I deleted 100 old posts — and my engagement tripled.”
• “I quit caffeine cold turkey for 30 days — big mistake.”

4: Secret Reveal

Everybody loves a good secret. 

And when you share one, you not only stop people from scrolling, but you also position yourself as an authority in the topic (which is great for growing your account). 

This works best when you want to share something that not everybody in your niche knows. 

You’re not positioning yourself as the authority in your space; you’re just sharing a little secret that you found.

Examples: 

• “My grandma’s secret to crispy adobo skin.”
• “The one thing 6-figure shop owners never tell you.”
• “The secret spot locals don’t share on Google Maps.”
• “The real reason influencers post at 11:11.”
• “My therapist told me this one thing that changed everything.”

5. Visual Hooks

Visual hooks are another great way to get people to watch. 

Pick your most beautiful, most interesting, or most confusing clip you have and put it first in your reel. 

Then, pair that with an interesting spoken hook, and you’re sure to have people watching your reel. 

Examples: 

• “This is what 10 cloves of roasted garlic look like after 30 minutes in olive oil.”
• “I turned my receipts into a wall collage — yes, really.”
• “Ever seen a waterfall this close to the highway?”
• “Watch me turn this boring caption into one that went viral.”
• “My morning looks like chaos — and that’s exactly why it works.”

This reel has a great visual hook example.

6: Contradiction

Contradictions are some of the most jarring hooks you can use. 

When people see them, their brains will naturally wonder, “What do you mean??? Those two things don’t go together.” 

This creates curiosity and prompts them to stay on your reel. 

Again, super effective when you want to say something that’s not “normal” in your niche. It has the same effect as the “Stop Doing This” hook, but comes off as more curiosity-inducing rather than shocking. 

Examples: 

• “You don’t need more spices — you need less.”
• “Slow growth is actually the fastest way to succeed.”
• “Traveling less made me love it more.”
• “I stopped trying to go viral — that’s when I finally did.”
• “Doing nothing became the most productive part of my day.”

7: Demonstration

People love it when you show them something rather than just telling them. 

Instead of talking about a specific topic, show them how you do something to achieve a certain goal. 

Pair it with a hook that tells people you’re gonna show them, and people will stick around. 

This is a storytelling hook. The more interesting the story, the stronger this demonstration hook will be. 

Examples: 

• “I’m cooking dinner using only what’s already in my fridge.”
• “Let’s see if I can make $100 from this new product idea in 24 hours.”
• “I’m going to see how far $20 can get me in this town.”
• “I’m testing this hook formula live — will it flop or fly?”
• “Let’s see if 5 minutes of journaling really changes my mood.”

8: Relatable 

Relatable reels not only make people stop, but they also nudge people to share your reel if you hit exactly how they’re feeling. 

The secret for relatable reels is to be hyper-specific. 

Don’t just say “I messed up my cooking,” say exactly what happened, like, “I burnt the mac and cheese again.” 

People who’ve burnt mac and cheese before will 100% stay to watch, while people who haven’t will still be curious since it’s a super-specific story. 

Examples: 

• “I burnt the mac and cheese again — and somehow still ate it proudly.”
• “I cried over a rejected client email this morning.”
• “I missed my bus and ended up finding the best café of my life.”
• “I almost deleted my account last month — here’s why I didn’t.”
• “I skipped my workout today because I just couldn’t pretend I’m fine.”

9: For People Like YOU

Address your target audience with your first line — tell them that this reel is for people like YOU. 

Don’t go too broad, like “This reel is for guys,” but make sure you specify which group of people you’re talking to. 

That should get them to stop. And once you have their attention, you can tell them what you want to say. 

Reels like these not only hook people in, but they’re great if you’re trying to build a loyal following. When you talk directly to people, they’ll feel more inclined to follow you for more. 

Examples: 

• “For everyone who seasons with feelings, not measurements — listen up”
• “For every woman running a business from her kitchen table…”
• “For the ones who prefer hidden beaches over crowded ones…”
• “For creators who are done chasing algorithms…”
• “For women who want peace more than perfection…”

10: Storytime

People like authentic stories. 

In a world where everyone’s trying to give you generic advice, telling your personal story instead helps you to stand out — because no one has the same story as you. 

I encourage you to learn more about effective storytelling, but in a nutshell, there are 3 parts to every story that you need to remember for this type of hook:

1. Rising action, where you introduce the character(s) and setting, and introduce the problem.

2. The climax, the most exciting part of the story. 

3. Falling action, where you bring things full circle and end with a lesson, an inspirational message, some humor, or whatever you want your audience to feel. 

Additionally, storytelling reels need an interesting hook that summarizes what you’re about to tell in one sentence. 

Examples: 

• “I still remember the first time my mom let me cook alone.”
• “Two years ago, I almost gave up my business.”
• “I didn’t plan to visit this town — the ferry just broke down.”
• “Last year, I had 400 followers and zero idea what I was doing.”
• “Five years ago, I thought ‘wellness’ meant green juice and guilt.”

11: Pain + Promise

This is a simple, but super effective hook.

Simply say a pain point out loud, and then promise a solution. 

Simple, straight-to-the-point, and perfect for hooking people who want a quick fix. 

Examples: 

• “Tired of soggy fried chicken? Here’s how to fix it forever.”
• “Struggling to make sales online? This 10-minute tweak helped me triple mine.”
• “Sick of overrated tourist traps? These hidden gems will restore your faith.”
• “Posting for months with no growth? Try this instead.”
• “Exhausted but still not feeling better? You might be doing self-care wrong.”

This reel has a great pain + promise hook.

12: Don’t Make This Mistake

Sometimes, it’s more powerful to warn people about a mistake you’ve made rather than just telling them the right thing to do. 

This is a combination of the “Stop Doing This” and the “Storytime” hooks, creating a powerful message that’s sure to get people interested. 

To do it, you can either just say the mistake you made outright. Or say the consequence of your mistake (if it hurt a lot). 

Examples: 

• “My biggest cooking mistake — and what I learned from it.”
• “I lost $400 on this marketing ‘shortcut.’”
• “I booked the wrong tour — and it turned out amazing.”
• “I spent months chasing trends that didn’t matter.”
• “I said yes to everyone, until my body said no.”

13: Desire Hooks

People crave inspiration…especially on social media.

If you can create a simple reel that shows them their dream life, paired with a simple hook talking about their desires, they’ll stick around (and will likely save or share your reel too!). 

Examples: 

• “I just want to make food that makes people smile.”
• “My dream? To wake up and know my business runs itself.”
• “I’m chasing that ‘first sunrise on a new island’ feeling.”
• “I just want to create without obsessing over analytics.”
• “All I want is to feel like myself again.”

This reel has a great desire hook.

14: Authority

“Authority” is when you’re giving advice based on something that you’ve experienced. You’re the authority since you know what it’s like first-hand. 

If you want to tell people to do something or go somewhere, authority hooks are one of the best ones to use. 

Start by saying why you have the authority, “I’ve tested this recipe on 20 people,” followed by the outcome or effect, “all said it’s a keeper!” 

These hooks are not only interesting, but they also give you credibility that you know what you’re talking about. 

Examples: 

• “I’ve tested this recipe on 20 people — all said it’s a keeper.”
• “After coaching 50 small biz owners, here’s what I’ve noticed.”
• “I’ve been to 40 countries — this one still surprises me.”
• “After analyzing 1,000 reels, this is what actually works.”
• “I’ve been journaling daily for 10 years — here’s what it taught me.”

15: Step-by-Step

If you’re creating a guide, doing so in an easy step-by-step format is perfect for Instagram. 

Simply state what you’re going to teach people, and say a specific number of steps. 

Telling people it’s a step-by-step guide in the hook also assures them that you aren’t sharing some insanely complicated solution. They’ll know you’ve broken it down into easy steps they can follow. 

Examples: 

• “Here’s how to get the perfect medium-rare steak in 5 steps.”
• “How to price your products without guilt in 4 easy steps.”
• “Step-by-step: how to plan a 3-day trip without overthinking.”
• “How to write captions that actually convert — in 3 parts.”
• “Here are the 4 steps to build a bedtime routine that sticks.”

16: Listicles

People LOVE listicles. 

It’s one of the most popular formats on the internet and for good reason. They’re easy to consume, informative, and leave people with several ideas they can try. 

However, when you’re doing a listicle, make sure you weed out any “weak” points. It’s better to have 3 hard-hitting items on your list than 7 items, 4 of which are things people already know. 

Examples: 

• “5 ingredients I always keep stocked in my kitchen.”
• “3 marketing tools I can’t live without.”
• “7 places in California that deserve more love.”
• “4 ways to boost your reach today.”
• “6 things I stopped doing for better sleep.”

17: Data to Emotion

Data by itself doesn’t move people.

If someone just says, “Most small business owners quit in year 2.” Sure, that’s interesting. But if they follow it up with “Here’s how I survived it.” It creates so much curiosity that you have to keep watching.

But if you can connect that data to something people care about, that turns into a super interesting hook you can use. 

Examples: 

• “80% of people overcook this — don’t be one of them.”
• “Most small business owners quit in year 2 — here’s how I survived it.”
• “Only 2% of travelers ever see this spot in person.”
• “Half of creators give up before post 50 — don’t.”
• “9 out of 10 women say they’re tired — I’m one of them.”

18: Myth Busting

Myth-busting is a great way to stand out. 

After all, aren’t we all tired of hearing the same repeated advice over and over again?

To use this hook, just state what you don’t need to do upright, then follow it up with why. 

Make sure it’s something fresh, and breaks away from what everybody else says!

Examples: 

• “You don’t need a fancy kitchen to cook well.”
•  “You don’t need a logo to start selling online.”
•  “Traveling isn’t always expensive — just badly planned.”
•  “Hashtags don’t matter as much as you think.”
•  “Wellness isn’t about products — it’s about presence.”

19: Controversial Opinion

Taking myth-busting to the next level, you can start by saying that you’re about to share a controversial or unpopular opinion, or a “hot take.” 

This works especially well if you have a well-defined target audience. If you can find an opinion that your “tribe” agrees to, but outsiders don’t, that’s a sweet, SWEET hook to have. 

Examples: 

• “Unpopular opinion… cooking shows ruined home cooking.”
•  “Here’s my controversial opinion: discounts are destroying small businesses.”
•  “Hot take: travel influencers are lying to you about ‘hidden gems.’”
•  “Instagram growth coaches are overcomplicating it.”
•  “‘Balance’ is overrated — here’s what actually helps.”

This reel is a great example of a controversial opinion.

20: Reverse Psychology

Here’s another variation of an unpopular opinion that does extremely well. 

This one takes something that everyone is trying to do — and then tells them to just STOP doing it and see what happens. 

It’s exciting because a lot of people are tired of trying to do things perfectly. When you allow them to rest or make mistakes, it feels relieving (and they’ll want to watch what you have to say). 

Examples: 

• “Go ahead, burn the garlic — you’ll learn faster that way.”
•  “Ignore your audience — just for a week.”
•  “Skip the itinerary. Get lost instead.”
•  “Don’t post today — observe instead.”
•  “Stop meditating. Try sitting in silence instead.”

21: Anti-Hook

Look… 

Everyone is talking about the BEST things on Instagram. 

However, there are times when admitting you don’t have something so grand actually draws in attention. 

It’s honest, relatable, and can pique people’s interests (especially if they’re tired of hearing about the best, the greatest, the most grand things). 

Examples: 

• “This might flop, but I’m posting it anyway.”
•  “I don’t have a viral recipe — just a comforting one.”
•  “I’m not here to impress, just to share what I saw.”
•  “I’m tired of saying ‘growth tips’ — here’s a real story.”
•  “This post isn’t polished — and that’s okay.”

22: Before and After

Pair this hook with some good visuals, and you’re bound to get people watching. 

People love seeing the difference time (or effort) makes. And if you show how drastic the change is, they’ll be super curious to find out how you did it. 

Examples: 

• “This was my first attempt at omurice — and here’s my 50th.”
•  “I went from 1 sale a week to 100 orders a month.”
•  “This island looked ordinary — until sunset hit.”
•  “My first reel vs. my latest one — the difference is wild.”
•  “My morning used to drain me — now it fuels me.”

This reel is a great example of before and after.

23: Countdown / Challenge

There’s something about challenges and countdowns that instantly hooks people in.

It gives your content a clear mission, and people love following a story with a goal. Whether it’s a “7-day challenge,” “30-day journey,” or “Can I do this in 24 hours?” format, it creates built-in curiosity because everyone wants to see if you’ll actually pull it off.

Plus, the ticking clock adds a little tension which keeps viewers watching till the end.

Examples: 

• “Can I cook dinner with $10 or less?”
•  “Building my online shop in 7 days — let’s go.”
•  “30 days, 10 islands, 1 backpack.”
•  “Posting every day for 30 days — no skipping.”
•  “7 days of no social media — here’s what happened.”

24: I Did X for Y Days

This is a variation on the countdown/challenge hook, and works for the same reason: people LOVE to see the results of your mini experiment. 

This is one of the only hooks where you’ll want to talk about yourself. 

So start with a strong “I did THIS.” Optionally, you can also say “and THIS happened” right after. 

Examples: 

• “I cooked something new every day for a month.”
•  “I messaged 3 customers daily for a week — this is what changed.”
•  “I tried traveling without Google Maps for a week.”
•  “I used trending sounds every day for 10 days.”
•  “I journaled in public for 30 days straight.”

25: Questions

Questions are another way to grab people’s attention, because they’ll be super curious to find out what the answer is. 

Or, questions can also be a great way to get more engagement. If people have a fun answer to your question, they’re very likely to comment.

But not every question makes a good hook.

It needs to be a question that sparks an emotion such as curiosity, nostalgia, wanderlust, etc. If your question doesn’t spark emotions, it’ll fall flat.  

Examples: 

• “Ever ruin dinner and somehow made it better?”
• “Do you remember your first online sale?”
• “Would you swim here alone?”
• “Do you think engagement is luck or skill?”
• “When was the last time you actually rested?”

26: Prediction

Predictions work best when your niche has rapid developments (such as tech) or when you have something bold to say. 

No one knows the future. But hearing what an authority (you) has to say on the topic is always great for discussion. 

Whether your prediction comes true or not, only time will tell. But if you excite people, your hook should get them to watch the whole reel. 

Examples: 

• “Homecooking is about to make a comeback — here’s why.
• “2025 will be the year of micro-businesses.”
• “This island is about to go viral — mark my words.”
• “Short-form video is changing — here’s what’s next.”
• “The next wellness trend? Doing less, not more.”

27: The BEST

Last, but certainly NOT least, saying the BEST in your hook is a surefire way to get people’s attention. 

However, keep in mind that the word “best” is heavily overused on Instagram. If you want people to believe you, you should only say the best when it’s actually the best of the best.

Examples: 

• “I finally found the best way to cook filet mignon.”
• “This is the best advice I’ve ever gotten about running a business.”
• “The best $200 I’ve ever spent — and why it changed everything.”
• “The best decision I made this year — and it wasn’t what you think.”
• “The best thing I’ve learned from failing — and why I’d do it again.”

The 4 Elements of a Powerful Hook

Those 27 hook ideas are the ones we usually see in viral videos. 

However, there are an endless number of hooks that you can use to great effect. 

That’s why, aside from copying the ideas above, it’s wise to also know the 4 elements that actually make a powerful hook. 

1: They Stir Up Emotion

People scroll on Instagram for a lot of reasons — one of the main ones being boredom. 

To get them to stop at your reel, you have to make them feel something. 

That’s why a lot of the ideas above target at least one emotion (sometimes more). 

Emotions like: 

• Curiosity
• Surprise
• Inspiration
• Wonder
• Disbelief
• Humor
• Validation
• FOMO (fear of missing out)

And all the other emotions you can think of. 

Don’t just write out a hook; think about what emotion you’re bringing out from your audience. 

2: They’re Short and Simple

You only have 3 seconds to get people’s attention. 

That’s why you’ll want to use the shortest, most concise version of your idea in your hook. There’s NO room for filler words here! 

If you’re about to present a complex idea, start with a strong hook, then warn your audience by saying things like, “bear with me,” or “this is complicated, so get ready.” 

Again, people on Instagram aren’t looking for your content. They just come across it while scrolling. 

If they don’t understand exactly what you’re about to show them in the first 3 seconds, they’ll most likely leave. 

3: They’re Hyper Specific

Always remember:

If you’re vague, you’re forgettable. If you’re specific, you’re memorable.

If you say you have a hard time cooking, everyone has a hard time cooking. If you say you tried to pan-fry your chicken and completely burned one side, you’re relatable. 

The more concrete you make your hooks, the faster the viewer understands why they should care. 

4. They’re Novel

If you say the same things that everyone else is saying, you’re not going to stand out. 

People will see you as just another copycat and scroll right past. 

That’s why it’s so critical to add your own unique twist to everything you say. 

Whether you’re saying something completely new or taking a different angle from anyone else, staying novel is one of the best ways you can hook people in and even go viral! 

Ready to Hook People In?

Now that you know what makes a powerful hook, it’s time to put it into action. 

Go over the 27 hook ideas above, add your own twist to them, and you’ll put yourself at a MUCH better position to go viral. 

However, even if your hook is perfect, there are other factors that you need to fix if you want to grow on Instagram. 

Which is why I highly recommend checking my article on the 5 fixes you need to make if you aren’t getting views on Instagram next!