A hook is an opening statement or question designed to immediately stop the scroll by triggering curiosity.
The problem
In the digital world, we aren't just competing with other travel brands; we are competing with a thumb that wants to keep scrolling.
In the world of storytelling, we use hooks as a way to "catch" your audience’s attention.
The solution
Start with the payoff. Give them the "gold" in the first 3 seconds.
These can be defined as opportunities to address a curiosity, solve a problem, or share an "insider" secret that makes the viewer think, "I need to hear the rest of this."
Start with the payoff. Give them the "gold" in the first 3 seconds.
Elise Brewster
Created on January 5, 2026
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Transcript
The “hook”
A hook is an opening statement or question designed to immediately stop the scroll by triggering curiosity.
The problem
In the digital world, we aren't just competing with other travel brands; we are competing with a thumb that wants to keep scrolling.
In the world of storytelling, we use hooks as a way to "catch" your audience’s attention.
The solution
Start with the payoff. Give them the "gold" in the first 3 seconds.
These can be defined as opportunities to address a curiosity, solve a problem, or share an "insider" secret that makes the viewer think, "I need to hear the rest of this."