Issue 15: CAF Hook Case Study — Why Some TikToks Get 70x More Views
70x more views. Same platform. Same creator. What's the difference?
It comes down to one thing: hooks that make people stop scrolling.
Last week a client told me using FOMO in her hooks feels "hype-y" or like clickbait.
I get it. They can feel that way.
But if you don't make people stop, your content never gets seen.
The easiest way to stop the scroll?
Make them wonder, "How did she get that result? What's she not telling me?"
When your content delivers on that tease — when the value's right there in your post or freebie — it's not clickbait. It's exactly what they needed to stop and look.
The CAF Formula Refresher
Ever wonder why one TikTok hits 10K views and another barely breaks 100?
Hooks are your missing piece to content that crushes it - with views, likes, and sales.
In last Friday's newsletter, I shared "Hooks That Actually Hook - And Stop The Scroll."
(Click here to grab last Friday's CAF deep-dive so you know exactly how to score your hooks.)
Today, I want to give you some examples and show you why a hook works, why it doesn't, and which ones lead to sales notifications. 🤑
Why Hooks Make or Break Your Content
Here's what I learned making over 2000 Instagram posts.
If your hook doesn't speak to them immediately (alignment), if it doesn't speak to their pain points or desires, AND make them feel something (curiosity or FOMO0, they're gone.
🚫 "5 Tips to..." BORING
🚫 "7 Ways…" SCROLL
🚫 "How to…" BYE
They've seen the same tips a million times.
Even if your strategy is something they've seen before, you have to frame it in a new, sexy, fun way.
Then they stop. They want more. They click. They buy.
Case Study #1: 7,300 Views
Why? Let's check it with the CAF test (see last Friday's newsletter for details).
The hook on the cover: If you refuse to get a job (like me)… Do this instead.
☕️ Curiosity: She refused to get a job? How can she do that? How can I do that?
☕️ Alignment: People who don't want a job
☕️ FOMO: I need to know!
The hook on the video:
When my husband got laid off and we had 3 little kids, I refused to get a 9-5 and put my kids in daycare. I did this instead.
☕️ Curiosity: Her husband got laid off and she still stayed home with her kids? How did she do that?
☕️ Alignment: Other moms with little kids at home, who don't want to go to work and put their kids in daycare.
☕️ FOMO: Pleeeeease tell me what you're doing!!! Fill me in. Give me your secrets.
Case Study #2: 144 Views
Let's check it with the CAF test again.
Hook: These 5 digital products are trending.
☕️ Curiosity: None. 💤
I mean, some people want to know what they are, but they've SEEN THE SAME INFORMATION 47 times already. Even if they don't know what I'll say, they THINK they know. Why stop and watch?? They didn't.
☕️ Alignment: Vague. Could apply to ANY online business, any person.
☕️ FOMO: None. They aren't missing out on anything. There's no reason to watch or get my freebie.
Your Turn to Create Scroll-Stopping Hooks
There you go!
Examples help me understand concepts so much better than saying, "Use a better hook," so I hope that helped you too.
Now go create your own scroll-stopping hooks and let me know what gets the most views.
DM me your best CAF-powered hooks and I'll give you personalized feedback to help you 70x your views too!
Kari 🩷
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