The 3 Hook Rule: How to Stop the Scroll and Go Viral

TLDR / Key Summary

• The 3 Hook Rule helps you get more views by grabbing attention immediately.
• It includes a visual hook, text hook, and verbal hook.
• Use all three hooks to maximize engagement and stop people from scrolling.

What Is the 3 Hook Rule?

The 3 Hook Rule is a viral content strategy that makes people stop scrolling on social media. It’s how Rico Incarnati took a client from 60,000 followers to 1.4 million in just six months.

Here’s how it works:

• Visual Hook: The first second must grab attention.
• Text Hook: The title, caption, or thumbnail must make people curious.
• Verbal Hook: What you say in the first few seconds must pull them in.

When you combine all three, your video has a much higher chance of getting shared, liked, and boosted by the algorithm.

Here's a video from Rico Incarnati that breaks down the rule with examples of each one:

1. The Visual Hook (Stop the Scroll)

Your first second is everything. People decide instantly whether to keep watching or move on. That means you need a strong visual hook right away.

What works as a visual hook?

• Fast movement (jumping, pointing, quick cuts)
• Unusual props (something unexpected on screen)
• Bold actions (dramatic gestures, intense facial expressions)
• Text overlays (big, easy-to-read captions)

Example: If you're in fitness, start with an exercise demo, an extreme close-up, or a surprising movement. The goal is to shock the brain into paying attention.

2. The Text Hook (92% Watch Without Sound)

Most people scroll with their sound off. That means your title, caption, or thumbnail does most of the work.

Note: This is the most important rule of the 3!

Best practices for text hooks:

• 1-7 words max (keep it short and punchy)
• Curiosity-driven (make them NEED to know more)
• Clear, bold text (easy to read at a glance)

Examples:

• "You're Doing Push-Ups Wrong!"
• "The Protein Myth Exposed"
• "Why Your Gains Stopped"

Your text hook should match the visual. If the first second grabs attention, the text should lock them in.

3. The Verbal Hook (First Words Matter)

Once they’re watching, the first thing you say needs to keep them engaged.

Best verbal hooks:

• Bold statements (say something unexpected)
• Questions (make them think)
• Surprising facts (shock value works)

Example:

• "Okay, B****, the reason why your ass is so flat is because you think this is a protein source."

That’s a hard-hitting, attention-grabbing opener. It makes people want to stick around for the explanation.

How to Apply the 3 Hook Rule to Your Videos

If you want more views, use all three hooks together. Here’s how:

1. Start with a powerful visual. (Movement, props, fast action)
2. Overlay a short, curiosity-driven text hook. (1-7 words)
3. Say something bold right away. (Make them stop and listen)

The more engaging your first few seconds, the more likely your content will go viral.

Quick Summary

1. Visual Hook: This has to stop the scroll within the first second. If you’re in fitness, that could be an exercise demo, using a prop, or doing something unexpected. Think about what you can do in the first second to interrupt someone’s scroll.
2. The Text/Title/Thumbnail Hook: This is the most important, so pay attention. 92% of people watch videos on Instagram with the sound off. That means they’re reading before they’re listening. If your text hook doesn’t lock in attention, they’re gone. Keep it 1-7 words max, and focus on curiosity.
3. The Verbal Hook: This is what you say in the first few seconds. The first two hooks grab attention, but this one pulls it all together. Cut the fluff. Nobody cares about your credentials or a long intro. Start with a bold statement, controversy, or question.

Want Viral Hooks?

If you're looking for a the best hooks for instagram, or need help with your own social media marketing, let us know!

You can also try using quick transitional hooks to catch people for you in the opening seconds!