Creative Intelligence
Every creator knows the hook matters. But which hooks actually keep your audience watching? Heista decoded 88+ high-performing videos and identified 20 distinct hook types. Each one triggers a specific psychological mechanism that makes the viewer's brain involuntarily pay attention.
Ranked by Scaling Rate: the percentage of content using each hook type that keeps performing past 30 days. Higher is better.
You have probably seen the "50 viral hook templates" posts. Most are surface-level rewrites of the same 3 ideas. They work for a week, then your audience habituates and engagement drops.
The difference with this data is depth. Each hook type is not a template. It is a psychological mechanism. A Curiosity Spike exploits the information gap effect, where your brain literally cannot rest until it closes an open question. An Identity Hook activates self-concept alignment, where the viewer stops because the content describes who they already believe they are.
When you understand the mechanism, you can write infinite hooks that trigger it. You are not copying a template. You are activating a brain response.
See the psychology behind the most engaging content.
Find a video that stopped your scroll. Paste the URL. See the exact hook type, psychological mechanism, beat structure, and linguistic pattern. Then use that formula for your own content.
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