Hook decay
The performance decline of a hook structure as it becomes overused in the niche.
Hook decay is the documented phenomenon where a hook structure that produced 90+ IQ at launch decays toward niche average over 6–12 months as competitors adopt it.
Tracking hook decay is critical for maintaining template performance.
The fastest-decaying hooks tend to be the most distinctive — uniqueness creates novelty advantage, which others copy.
Why it matters
Treating hooks as decaying assets rather than permanent structures is the difference between sustained channels and one-cycle hits.
How to improve it
- 01Tag every hook in your library with launch date and current IQ.
- 02Retire hooks once they drop below threshold.
- 03Maintain a rotation of 8–12 active hooks at any time.
Apply it
See your own hook decay in seconds.
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