Ran 36 top-performing Instagram Reels through Hookem across 9 creators. Here's what the data shows about why some hooks hit millions — and most don't.
Ran 36 top-performing Instagram Reels through Hookem across 9 creators. Here's what the data shows about why some hooks hit millions — and most don't.
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36 videos. 9 creators. View counts from 135K to 12.6M. Every post was transcribed, scored, and broken down by Hookem across five hook dimensions.
One pattern appeared in every video that crossed 1 million views. This guide documents what that pattern is, the formulas that produce it, and how to apply it before you film.
You also get the 6 top-performing videos from the dataset with their hooks broken down — and links to watch them.
Who this is for
About the author
Jonathan is a software engineer at Amazon, building Hookem — an AI tool that analyses what makes content go viral — alongside his day job.
Every product decision is documented in public. These guides are the written version of that process.