Social media hook:
Before and After…
Classic transformation format that shows dramatic contrast.
Why does contrast work?
"Before and After" works because contrast is compelling. People see the difference and think: "That's dramatic. How did that happen?" It's curiosity wrapped in visual proof.
Plus, transformations promise change. If you're in the "before" state, you want to get to the "after" state. The hook promises that change is possible. People love promises of change.
What makes before & after so clickable?
It works because it hits two triggers: contrast and curiosity. The "before" shows where you are. The "after" shows where you could be. The gap creates curiosity. People see "Before and after using this strategy" and think: "What changed? How did they do it?" They click because they want to understand the transformation. It's not about being clever—it's about showing difference. Plus, before & after creates FOMO. If you're not using the strategy, you're missing out on the transformation. It's urgency wrapped in proof.
Real-World Examples
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Start Hooks SessionAbout Comparison Hooks
Comparison Hooks work because people love contrast. When you show "before" and "after," they see the difference. That difference creates curiosity. Not because they're smart—because they're human and want to understand change. These hooks don't need to be clever. They just need to show contrast. The "before and after" hook does exactly that—it shows dramatic difference.