"First, make me care" is exactly right. But I also know that anytime you have narrative non-fiction on here, someone without fail argues that the author didn't get straight into the details.

This is something I find fascinating about TikTok: on that platform you literally get a few seconds to catch the attention of your audience before they skip to the next video.

You can't just find one hook that works and reuse it forever because people will get bored of it - including if that hook is heavily used by other accounts.

This makes TikTok a fascinating brute-force attack on human psychology, with literally millions of people all trying to find the right hooks to catch attention and constantly evolving and iterating on them as the previous hooks stop being effective.

This was quite a good article. It could have been excellent if it answered its own hook somewhere the piece though.

I came away not having a resolution to the hook - violating the articles second principle.

I can’t click on any links on pages (the header works).

Using brave on iPhone.