Identity hook
A hook that activates the viewer's sense of self or in-group identity.
Identity hooks open with a statement that signals 'this is for people like you'.
Examples: 'If you've ever felt X, this is for you', 'The honest truth nobody tells [identity group]'.
Identity hooks tend to underperform on hook rate but overperform on subscribe rate.
Why it matters
Identity hooks are the engine of community-driven channels. Balance them with curiosity hooks for breadth.
How to improve it
- 01Use identity hooks on subscriber-targeted uploads.
- 02Use curiosity hooks on browse-targeted uploads.
- 03Avoid leaning solely on identity hooks; they limit reach.
See your own identity hook in seconds.
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Related terms
An opening line or shot statistically likely to retain viewers past the first scroll decision.
The set of cognitive biases and emotional defaults that govern how viewers decide to watch or leave.
A word, sound or image that produces an immediate involuntary emotional response.