Social media hook:
Unbelievable, But True…
Creates cognitive dissonance by combining disbelief with truth claim.
Unbelievable but true creates cognitive dissonance
"Unbelievable, but true" works because it creates cognitive dissonance. People think: "It seems unbelievable, but they say it's true. I need to verify." It's curiosity wrapped in contradiction.
Plus, unbelievable creates shareability. When you say "Unbelievable, but true - this actually works," you're positioning information as surprising. People want to share unbelievable truths. They click because unbelievable but true feels shareable—even when the truth is standard.
Unbelievable but true is just information with better cognitive dissonance
It works because it hits three triggers: cognitive dissonance, curiosity, and shareability. The unbelievable creates cognitive dissonance. The but true creates curiosity. The actually works creates shareability. People see "Unbelievable, but true - this actually works" and think: "If it's unbelievable but true, I need to see it." They click because unbelievable but true feels shareable—even when the truth is just marketing. It's not about being clever—it's about making information feel contradictory.
Real-World Examples
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Start Hooks SessionAbout Curiosity & Surprise Hooks
Curiosity & Surprise Hooks work because people respond to surprises. When you say "unbelievable, but true," you create cognitive dissonance. Not because they're smart—because they're human and want to resolve contradictions. These hooks don't need to be clever. They just need to create dissonance. The "unbelievable, but true" hook does exactly that—it makes information feel contradictory.