Script and copy

Hook

The first sentence or the first slide: what decides, in one second, whether the person keeps going or scrolls past.

What is Hook?

The hook is the opening of the content, built to interrupt scrolling. In a carousel it is the cover and the title; in a video it is the first two seconds; in a caption it is the first line before "more". A good hook promises something concrete, asks a question the person wants answered or presents an unexpected number. It has to be faithful to the rest of the content: a hook that promises and does not deliver produces low retention, and the algorithm learns fast.

In Murify

The script Murify generates already comes split into hook, development and call to action. You approve or rewrite the hook before any image is generated.

Related terms

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From the term to the finished post

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