The Dark Side of Hooks: How They're Used to Manipulate You

What makes a good hook?

Dopamine.

Our brains are wired to respond to novelty, and dopamine is the neurotransmitter that helps us seek it out. That's why we're constantly drawn to new things: new people, new experiences, and new ideas. A good hook taps into this natural curiosity and pulls us in.

Think about the last time you came across something new that really caught your attention. Chances are, it wasn't just the subject matter that drew you in, but the way it was presented to engage your curiosity.

A good hook leverages tribalism.

We are hardwired to want to belong to a tribe, and a good hook can play on this desire. When we see something that aligns with our tribe's values or beliefs, we are more likely to pay attention.

When a good hook plays against our tribe, we get angry and engage. This is why good hooks often play on our fears and tap into our outrage.

A good hook tells a story.

We’re hardwired for stories. It's how we make sense of the world and connect with others. A good hook tells a story that resonates with us on a personal level. Good stories suck us in and feed our curiosity.

It doesn't have to be a long, complicated story. In fact, the best hooks are often just a few sentences.

A good hook is also relatable.

We are more likely to pay attention to something that we can relate to on a personal level. A good hook speaks to our experiences and our emotions, drawing us in and making us want to learn more.

So, what makes a good hook?

A combination of novelty, tribalism, storytelling, and relatability.

That's why the best Twitter Threads work and why many people hate them. ie: they hate them because they work so well. Because their success means that dopamine hooks are a powerful exploit of human psychology.

You can see dopamine hooks in the way people get addicted to video games, gambling, social media, etc. And it's not just because we're shallow, it's because we're hardwired that way.

Why do you need to understand what a good hook is and how they work? Because hooks are used to manipulate us.

And if you're not aware of how they work, you're more likely to get manipulated.

Whether it's in marketing, advertising, or even the news, understanding how hooks work is key to protecting yourself from manipulation.

This is the most important point of this short essay: dopamine hooks aren’t only used by marketers. They are used by all types of influencers and are pervasive throughout social media.

They are a key component of how information is spread online.

If you want to protect yourself from being manipulated, you need to understand how these hooks work and how common they are.

Next time you see a viral trend ask yourself, was a hook was used to get people to pay attention? What was the hook? How did it play off human psychology? And what are the motives behind attracting our attention? What does the author stand to gain?

The more you understand hooks, the more you’ll understand how they’re used to exploit our attention for an ulterior motive.