Hook pattern
Stat
Leads with a concrete number.
A surprising or specific stat lands instant credibility plus curiosity to verify.
“Only 0.3% of viral creators are over 40.”
When to use it
Lead with a stat when you have a number that’s surprising, specific, or a little uncomfortable. It buys instant credibility and a reason to keep watching to verify.
How to nail it
- Use oddly specific numbers — “0.3%” feels more real than “almost none”.
- Pick a stat that challenges an assumption.
- Show where it’s from if you can; it builds trust.
Common mistake
A round, vague, or obvious number. “90% of people use their phone daily” isn’t a hook — it’s wallpaper.