How to Write a LinkedIn Hook That Gets Clicks: 25 Proven Formulas
Your first two lines determine whether anyone reads your post. Master these 25 hook formulas used by top creators to stop the scroll and earn the click.
The 2-Second Window That Decides Everything
Here's a brutal truth about LinkedIn: 60-70% of people who see your post will never read past the first two lines.
They'll see your opening, make a split-second judgment, and keep scrolling. Your insights, your story, your call-to-action—none of it matters if you lose them in the first two seconds.
LinkedIn shows approximately 210-220 characters before the "see more" button appears. That's roughly two lines of text. Two lines to capture attention, create curiosity, and earn the click.
This isn't about clickbait. It's about earning the right to be read.
The good news? Great hooks follow patterns. Once you understand these patterns, you can apply them to any content—and dramatically increase your reach.
What Makes a Hook Work?
Before diving into formulas, let's understand the psychology. Effective hooks do one or more of these things:
1. Create an Open Loop
The human brain hates incomplete information. When you hint at something without revealing it, readers feel compelled to close the loop. It's the same reason you can't stop watching a show mid-episode.
2. Challenge Assumptions
When you contradict something your audience believes, you create cognitive dissonance. They need to find out if you're right—or prove you wrong.
3. Promise Specific Value
Vague promises get ignored. "How to be successful" is boring. "How I turned a rejected pitch into a €2M contract" is specific and compelling.
4. Trigger Emotion
Curiosity, surprise, recognition, aspiration, even frustration—emotional hooks bypass the logical brain and demand attention.
5. Signal Relevance
The fastest way to get someone to read is to make them feel like you're talking directly to them. The more specific your audience signal, the stronger the hook.
The 25 Hook Formulas
Category 1: Contrarian Hooks
These hooks challenge conventional wisdom and force readers to reconsider what they thought they knew.
Formula #1: The "Most People Are Wrong" Hook
Most [common advice] is wrong. Here's what actually works.
Example:
Most networking advice is wrong. Cold outreach doesn't work anymore. Here's what does.
Why it works: Positions you as someone with insider knowledge. Creates immediate tension with what readers have been told.
Formula #2: The "Unpopular Opinion" Hook
Unpopular opinion: [contrarian statement].
Example:
Unpopular opinion: You don't need to post daily on LinkedIn to grow. I post twice a week and added 15K followers last quarter.
Why it works: The "unpopular opinion" label gives you permission to be bold. Readers want to see if they agree or disagree.
Formula #3: The "Stop Doing This" Hook
Stop [common practice]. It's killing your [desired outcome].
Example:
Stop ending posts with "Agree?" It's killing your engagement. Here's what to do instead.
Why it works: Creates urgency by implying the reader is actively hurting themselves. The promise of an alternative earns the click.
Formula #4: The "Counterintuitive Truth" Hook
The best [outcome] comes from doing the opposite of what you'd expect.
Example:
The best sales emails I've ever written had zero selling in them. Counterintuitive? Let me explain.
Why it works: Paradoxes are irresistible. The brain needs to resolve the apparent contradiction.
Category 2: Story Hooks
Stories are the oldest form of engagement. These hooks signal that a narrative is coming.
Formula #5: The "Failure to Success" Hook
[Time period] ago, I [failure/struggle]. Today, [success]. Here's what changed.
Example:
3 years ago, I was mass-applying to jobs with zero responses. Today, recruiters message me weekly. Here's what changed.
Why it works: Transformation stories are inherently compelling. Readers want to know the secret that changed everything.
Formula #6: The "Behind the Scenes" Hook
Here's what [impressive result] actually looked like behind the scenes:
Example:
Here's what raising a €5M seed round actually looked like behind the scenes: 47 rejections. 3 mental breakdowns. 1 yes that changed everything.
Why it works: People crave authenticity. Showing the messy reality behind polished success builds trust and curiosity.
Formula #7: The "Unexpected Lesson" Hook
[Surprising source] taught me more about [professional topic] than [expected source].
Example:
My 6-year-old taught me more about sales than any book I've read. Here's the lesson.
Why it works: The unexpected combination creates intrigue. How could a child teach sales? Readers need to find out.
Formula #8: The "Pivotal Moment" Hook
One [conversation/decision/email] changed my entire [career/business/approach].
Example:
One sentence from a mentor changed my entire approach to leadership. I've never managed the same way since.
Why it works: Hints at a powerful insight contained in a single moment. The simplicity makes it feel accessible and actionable.
Formula #9: The "I Almost Didn't" Hook
I almost didn't [action]. It turned out to be the best decision I ever made.
Example:
I almost didn't take that meeting. It turned out to be the conversation that landed my biggest client.
Why it works: Creates a "sliding doors" moment. Readers imagine what would have happened—and want to know what did.
Category 3: Value Promise Hooks
These hooks clearly signal that the reader will get something useful.
Formula #10: The "Number + Outcome" Hook
[Number] [tactics/lessons/mistakes] that [specific outcome].
Example:
7 email subject lines that doubled my open rates (steal these).
Why it works: Numbers create specificity. The parenthetical adds personality and implies generosity.
Formula #11: The "How I Achieved X" Hook
How I [specific achievement] in [timeframe] (without [expected sacrifice]).
Example:
How I grew to 50K followers in 6 months without posting daily or using engagement pods.
Why it works: Specific results + specific timeline + removal of expected obstacles = irresistible promise.
Formula #12: The "The Exact [Thing]" Hook
The exact [template/script/framework] I use to [achieve outcome].
Example:
The exact cold email script I use to book calls with C-suite executives. (92% response rate)
Why it works: "Exact" implies you're giving away your actual playbook, not generic advice. Statistics add credibility.
Formula #13: The "If You [Situation], Read This" Hook
If you're [specific situation], this post will change how you [relevant action].
Example:
If you're a founder struggling to hire your first marketer, this post will save you 6 months of pain.
Why it works: Direct audience targeting. If the reader fits the description, they feel like you wrote this specifically for them.
Formula #14: The "What [Top Performers] Do Differently" Hook
I studied [number] [top performers]. Here's what they all do differently.
Example:
I studied 100 LinkedIn posts that went viral. Here's the one thing they all had in common.
Why it works: Implies research and credibility. "What they do differently" suggests an insider secret most people are missing.
Category 4: Curiosity Gap Hooks
These hooks specifically leverage open loops and information gaps.
Formula #15: The "Don't Make This Mistake" Hook
The #1 mistake [audience] makes with [topic]—and most don't realize they're doing it.
Example:
The #1 mistake job seekers make on LinkedIn—and most don't realize they're doing it.
Why it works: Creates fear of missing out on critical information. "Most don't realize" implies valuable hidden knowledge.
Formula #16: The "What Nobody Tells You" Hook
What nobody tells you about [topic/achievement]:
Example:
What nobody tells you about getting promoted: Your work quality matters less than you think.
Why it works: Promises insider information that contradicts surface-level understanding. "Nobody tells you" implies you're breaking an unspoken rule.
Formula #17: The "Why [Unexpected Thing]" Hook
Why [unexpected behavior/belief] is the smartest thing you can do right now.
Example:
Why turning down a raise was the smartest career decision I ever made.
Why it works: Creates a paradox that demands explanation. The reader needs to understand the logic behind the counterintuitive claim.
Formula #18: The "The Real Reason" Hook
The real reason [outcome happens]—and it's not what you think.
Example:
The real reason your LinkedIn posts aren't getting engagement—and it's not the algorithm.
Why it works: Implies most explanations are wrong and you have the true answer. Creates an open loop that needs closing.
Formula #19: The "Everything Changed When" Hook
Everything changed when I realized [insight].
Example:
Everything changed when I realized my manager wasn't blocking my promotion—I was.
Why it works: Signals a pivotal insight without revealing it. The personal framing makes it relatable.
Category 5: Pattern Interrupt Hooks
These hooks use unusual formatting or unexpected statements to break the scroll.
Formula #20: The "Single Bold Statement" Hook
[Provocative one-liner.]
Example:
Your resume doesn't matter.
Why it works: Extreme brevity stands out. The boldness demands either agreement or disagreement—both require reading more.
Formula #21: The "List of Three" Hook
[Thing 1]. [Thing 2]. [Thing 3].
[Connecting statement that ties them together.]
Example:
A rejected proposal. A competitor's win. A frustrated client.
These three moments taught me more about sales than 10 years of training.
Why it works: The rhythm is memorable. The incomplete information across three items creates multiple open loops.
Formula #22: The "Confession" Hook
I have a confession: [vulnerable admission].
Example:
I have a confession: I've been a manager for 8 years, and I still find giving feedback terrifying.
Why it works: Vulnerability creates instant connection. Readers appreciate honesty and want to see how you navigate the struggle.
Formula #23: The "Hot Take" Hook
Hot take: [bold, potentially divisive statement].
Example:
Hot take: The 4-day work week will fail at most companies. Here's why.
Why it works: "Hot take" signals you're about to be controversial. People want to see if they agree—or argue.
Formula #24: The "They Laughed When" Hook
They [dismissed me] when I [action]. [Time] later, [impressive result].
Example:
They laughed when I said I was leaving law to become a content creator. Two years later, I'm earning more than I ever did as an attorney.
Why it works: Classic underdog narrative. Creates emotional investment in your vindication story.
Formula #25: The "The Hardest Part" Hook
The hardest part of [achievement/role] isn't [expected challenge]. It's [unexpected challenge].
Example:
The hardest part of being a CEO isn't making decisions. It's living with the uncertainty of not knowing if you made the right one.
Why it works: Shows depth of experience. The unexpected challenge reveals insight that only someone who's "been there" would know.
How to Choose the Right Hook
With 25 formulas in your toolkit, how do you pick the right one? Consider:
Match Hook to Content Type
| Content Type | Best Hook Categories |
|---|---|
| Personal stories | Story hooks (#5-9) |
| How-to posts | Value promise hooks (#10-14) |
| Opinion pieces | Contrarian hooks (#1-4) |
| Lessons learned | Curiosity gap hooks (#15-19) |
| Quick insights | Pattern interrupt hooks (#20-25) |
Match Hook to Your Audience's Awareness
- Problem-aware audience: Use hooks that name the problem (#13, #15)
- Solution-aware audience: Use hooks that promise specific outcomes (#10, #11, #12)
- Sophisticated audience: Use contrarian hooks that challenge what they already know (#1-4)
Test and Iterate
The only way to know what works for your audience is to experiment. Try different hook styles over 2-3 weeks and track which ones generate higher engagement rates.
Pay attention to:
- "See more" click rate (if you can estimate it from engagement patterns)
- Comment quality (did people actually read the full post?)
- Saves and shares (did people find it valuable enough to keep?)
Common Hook Mistakes to Avoid
Mistake #1: All Sizzle, No Substance
A hook that promises something your post doesn't deliver will hurt you more than a weak hook. Readers remember being misled.
Mistake #2: Being Vague
"I learned something important" is not a hook. "The $50K mistake that taught me everything about hiring" is a hook.
Mistake #3: Copying Word-for-Word
These formulas are templates, not scripts. Adapt them to your voice. If your hook sounds like everyone else's, you've missed the point.
Mistake #4: Forgetting the "See More" Cutoff
Always preview how your hook looks on mobile. If your key intrigue happens after the cutoff, you've wasted it.
Putting It Into Practice
Here's your action plan:
- Save this post as a reference for your next 10 LinkedIn posts
- Pick 5 formulas that feel natural to your voice
- Write 3 variations of your next hook before choosing one
- Track performance to learn what resonates with your specific audience
The best hooks aren't tricks—they're genuine invitations to valuable content. Master the invitation, and you've earned the right to be heard.
One More Thing
Writing hooks is one of the hardest parts of content creation. You're staring at a blank page, trying to compress your entire post's value into two lines.
This is exactly the kind of challenge where AI assistance shines. Not to write for you, but to generate variations you'd never think of on your own.
VibedIn helps you brainstorm hooks that match your voice and content style—so you can stop agonizing over the first two lines and start creating content that gets read.
Ready to stop losing readers before they start? Try VibedIn and generate scroll-stopping hooks in seconds.
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