Viral Hooks That Stop Scrollers

Capturing attention on social media is all about that crucial split second when someone decides to stop scrolling. Smart brands and content creators use unique hooks to stand out in crowded feeds. In this section, let’s uncover some of the best methods—unexpected visuals, clever one-liners, and bold calls-to-action—that can make your audience pause and engage.

Unexpected Visuals

Images and videos with a twist immediately capture attention. When feeds are flooded with standard photos and common graphics, something unexpected makes viewers pause. Think of split-screen images showing shocking before-and-after results or videos that open with a surprising motion or object. Content creators often use unconventional colors, retro filters, or quirky props to disrupt the norm. For example, a brand might post a dog wearing sunglasses in a boardroom, instantly making viewers curious about what’s going on. Stop-motion animations and hyper-lapse videos also perform well, as do playful graphics that embed text in unexpected places.

  • Images with a surprising twist (e.g., animal out of context)
  • Animated formats like stop-motion or hyper-lapse
  • Unexpected filters and graphics

The key is to trigger curiosity and encourage a closer look. When your visual stands out, it becomes a conversation starter, helping your brand stay memorable long after users scroll past.

Clever One-Liners

Witty captions and taglines work wonders in grabbing attention. Social media users have short attention spans, so a single sharp sentence can be your best tool. Brands that master clever wording—like playing on trending slang, using puns, or referencing pop culture—often rack up likes and shares. For instance, a coffee shop might post a sleepy cat photo with the caption, “When you need coffee before your coffee.” The simplicity invites a smile and encourages further reading or interaction. Short rhetorical questions, striking facts, and surprise statements also spark curiosity. By packing intrigue, humor, or thought-provoking angles into a compact sentence, you pull your audience out of autopilot and into your content. Well-placed one-liners add personality and make people want to engage or reply.

Bold Call-to-Actions

Every strong post should tell viewers exactly what to do next, but the best calls-to-action (CTAs) are delivered boldly and creatively. Instead of a generic “Click here,” consider action phrases that challenge or engage followers with energy: “Double tap if you agree!” or “Tag a friend who needs to see this.”

Some effective examples of interactive CTAs include:

  1. Fun quizzes and polls
  2. Directives like “Screenshot your answer and share in Stories”
  3. Urgency words like “Don’t miss out”

Using exclusivity phrases such as “Only for our followers”—paired with a creative design—generates fear of missing out and drives response. CTAs that show personality and align with your brand’s voice inspire immediate interactions, whether it’s a comment, share, or click, turning passive scrollers into active participants.

User-Generated Brilliance

User-generated content (UGC) has become a powerful tool for social media marketing, helping brands build authentic connections and increase trust. By highlighting content created by real users, brands not only encourage participation but also show gratitude to their loyal fans. This section explores some of the best ways companies have turned UGC into standout social posts, making their social channels both lively and credible.

Spotlight on Real Fans

Many brands have mastered the art of putting their customers in the spotlight. For example, Glossier regularly reposts makeup selfies and testimonials from real users, tagging them and engaging directly in the comments. This approach builds a sense of community and shows prospective buyers how real people use their products. Nike is another excellent example—by sharing photos and stories from everyday athletes, they encourage wider audience participation and foster a message that everyone is an athlete. These strategies not only give recognition to loyal customers but also provide fresh, relatable content that feels undeniably authentic. If you want inspiration from more brands using this approach, check out these user-generated content examples from top brands like Crumbl and Glossier.

Contests With a Twist

Participatory challenges take user engagement to a new level. Take Starbucks’ #RedCupContest, where customers are invited to design or photograph their holiday cups for a chance to be featured on official channels. The twist: the contest isn’t just about showing off a product but blossoming creativity and seasonal excitement. Similarly, LEGO sparks creativity with build challenges, encouraging users to share imaginative structures for a chance at prizes or a feature. These contests go beyond simple giveaways by inspiring storytelling, artistic flair, and friendly competition—all of which generate loads of shareable UGC and close-knit online communities.

Organic Reviews and Reactions

Inventive brands actively seek out and highlight genuine customer feedback. Airbnb, for instance, regularly posts heartfelt guest reviews, often paired with candid photos from their stays. Sometimes, they spotlight video testimonials, giving followers a real sense of the travel experience. Clothing brands like ASOS or Aerie will repost organic try-on hauls and honest reviews from fans, showcasing products just as they arrive in the mail. Featuring these real reactions and unfiltered thoughts not only boosts authenticity but reassures potential customers that the brand values genuine communication and trust in the community. For further insights, see how well-known companies like Nike and Starbucks leverage UGC in this collection of inspiring user-generated content campaigns.

Timely Content That Wins

Staying timely on social media is an art that separates good brands from truly standout ones. The best posts don’t just keep up with the conversation—they become part of it. From quick-thinking reactions to viral memes, to piggybacking on breaking news, to capitalizing on seasonal moments, smart brands understand the power of timely content. Below, let’s explore how reacting at the right moment can win big on social.

Reacting to Trends

Some of the most shareable social posts spring from jumping on trends or viral memes in real time. Brands that monitor pop culture and respond quickly often strike marketing gold. Take Wendy’s, for example—the fast-food chain’s witty responses to trending Twitter memes have transformed its account into a meme machine people follow just for entertainment. Or look at Netflix’s ability to chime in when binge-worthy shows go viral; their playful memes about Stranger Things or Wednesday blend the company’s personality with internet trends, making posts endlessly shareable.

Key to this strategy is:

  • Speed
  • Authenticity

For a deeper look at how brands are using memes to carve out a unique voice and reach wider audiences, check out this overview of meme marketing.

Chime in too late, and the brand seems out of touch. Force it, and followers can tell. The most impactful brands have social media teams empowered to react quickly and creatively, earning follower engagement and often, mainstream press coverage.

Newsjacking Done Right

Sometimes, the most impressive social posts are those that ride the wave of breaking news without feeling forced. This is newsjacking at its best. One notable example is Oreo’s famous “You can still dunk in the dark” tweet during the 2013 Super Bowl blackout. The quick-witted post not only referenced a shared real-time event, but also reinforced Oreo’s playful brand image. Another great case is Aviation Gin’s rapid-fire response to viral ads or internet moments, where they create clever tie-ins that make audiences laugh and share.

The lesson?

  1. Listen to the cultural conversation
  2. Jump in when it suits your brand—but do it with taste

Skillful newsjacking requires sensitivity; if the post feels opportunistic or tone-deaf, it can quickly backfire. When done right, though, it can earn brands viral buzz and even mainstream media attention.

Seasonal Surprises

Every year brings numerous holidays, big events, and changing seasons—priceless opportunities for brands to cut through the clutter with fresh, relevant content. The best brands go well beyond generic holiday greetings, creating seasonal campaigns that surprise and delight audiences. For instance, REI’s #OptOutside campaign, which urged people to skip Black Friday shopping for outdoor adventures, flipped the holiday shopping script and sparked a movement. Similarly, Starbucks uses playful visuals and themed hashtags around its iconic red holiday cups, generating excitement and massive engagement every winter.

What sets these campaigns apart is a mix of:

  • Brilliant timing
  • Creative execution
  • Alignment with audience values

These seasonal surprises don’t just ride a calendar—they tap into what matters most in the moment, inspiring fans to interact and share.

Storytelling That Converts

Social media users crave content that feels authentic, relatable, and memorable. Storytelling is one of the most powerful ways to achieve those results—and it’s proven to drive higher engagement and conversions.

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Let’s explore three standout storytelling strategies that leading brands use to connect with their audiences and inspire measurable action.

Mini-Stories in Grid Posts

Carousel posts on platforms like Instagram and LinkedIn have redefined visual storytelling. Instead of a single image or message, brands can now piece together a mini-narrative across a series of slides. This format invites users to swipe through each frame, deepening their engagement with every tap. Consider how Nike often spotlights individual athlete journeys—each slide introduces a challenge, a breakthrough moment, and a resolution. This micro-storytelling keeps viewers invested from start to finish, boosting both time spent on the post and the likelihood of meaningful comments.

The best mini-story carousels blend captivating visuals with concise, relatable copy. They often end with a call-to-action, such as inviting users to share their own story or visit a product page. By structuring content as a series of unfolding moments, grid posts transform casual browsing into interactive, two-way engagement.

Video Series That Build Loyalty

Brands that launch episodic video content tap into the same loyalty that binge-worthy TV shows inspire. Whether it’s a weekly tip, customer spotlight, or behind-the-scenes journey, video series create anticipation and routine. For example, Sephora’s #SephoraSquad video series highlights different beauty influencers using their products, turning viewers into returning fans eager to catch the next episode.

For more inspiration, check out these jaw-dropping user-generated content examples where brands like Sephora have driven engagement and repeat interaction through creative customer stories and series.

Effective series leverage:

  • Consistent themes
  • Recognizable hosts or segments

This makes the brand feel like a trusted companion. By teasing upcoming topics and encouraging viewers to tune in or subscribe, brands drive repeat traffic and cultivate a community. Over time, this repeated exposure strengthens brand affinity, increasing the likelihood of shares, saves, and eventual conversion.

Behind-the-Scenes Reveals

Transparency has become a hallmark of standout brands on social media. Behind-the-scenes content—whether it’s a look at product development, a day on set, or the team’s daily rituals—gives audiences a front-row seat to the real stories that drive the business. For instance, Glossier frequently shares sneak peeks into its office culture and creative process, helping followers feel like insiders rather than outsiders.

This openness humanizes the brand and builds trust, making followers more likely to engage, advocate, and purchase. When customers see the faces and hard work behind their favorite products, it deepens emotional connection and fuels genuine loyalty. Successful behind-the-scenes reveals also invite questions and feedback, turning passive viewers into active participants in the brand journey.

Data-Driven Creativity

Social media thrives when audiences not only understand your message, but also have fun engaging with it. Data-driven content, when presented creatively, transforms dry stats into exciting and shareable moments.

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Let’s dive into standout posting examples that blend hard data with captivating storytelling—making your brand more memorable and influential.

Interactive Polls and Quizzes

Brands that use interactive polls and quizzes see higher engagement because these posts tap into people’s natural curiosity and desire to participate. For example, a coffee shop might post a poll: “Which seasonal drink should we bring back next month?” or a bookstore could offer a quiz: “Match your personality with a genre—Which should you read next?” These posts are irresistible because they allow followers to voice their opinion or test their knowledge.

  • Not only does this invite comments and shares, but it also provides valuable audience insights in return.
  • Playful competitions like “Guess the mystery ingredient!” or “Trivia Tuesday” put the audience front and center, transforming them from passive scrollers into active brand participants.

When you invite feedback in a fun way, you show that you value your followers’ input, making them more likely to stick around and engage in the future.

Surprising Stats Visualized

Data doesn’t have to be boring. Eye-catching infographics and dynamic charts turn ordinary numbers into must-share content. Imagine a fitness brand sharing a bold graphic: “80% of our community hits their workout goal at least 3 times a week—are you one of them?” or a pet care company using a chart to reveal, “Top 5 healthy treats favored by pet parents this month.” By visualizing surprising or relatable statistics, brands quickly communicate value and authority.

Visual data stands out in crowded feeds, cuts through the noise, and makes complex topics easy to grasp. When executed with bright colors and concise text, these posts prompt followers to pause, absorb information, and share it with others. Strong visuals paired with real value cement your brand as a resource worth following.

Benchmarking Against Competitors

Social media is a powerful place to demonstrate your edge over the competition—as long as it’s done cleverly and respectfully. Brands can share comparative posts: side-by-side charts displaying product features, or testimonials showing why customers switched. For instance, a tech company might share a chart: “See how our battery life outlasts the leading brand in real-world tests.” Honest, clear comparisons help customers see tangible benefits at a glance.

These posts don’t aim to put others down; instead, they use data to elevate your unique value. By choosing benchmarks that matter to your audience—like cost savings, speed, or satisfaction—you empower them to make confident choices. When followers see transparent comparisons, trust grows, and your company stands out as the smart, data-backed choice.

Personalities Breaking the Mold

Some of the most inspiring social media content comes from personalities who dare to think differently. These trailblazers refuse to settle for the status quo, transforming ordinary posts into extraordinary statements by simply being themselves.

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Let’s explore how influencers, founders, and even entire companies have made waves by breaking the mold online.

Influencers Who Challenge Norms

Influencers are often seen as trendsetters, but the ones who truly stand out are those unafraid to challenge expectations. Instead of curated perfection and routine product placements, these individuals share content that feels raw, genuine, and even a little rebellious. For example, body positivity campaigners like Jameela Jamil use their platforms to call out unrealistic beauty standards. Others, like fashion influencer Wisdom Kaye, play with gender norms and style conventions, inviting audiences to rethink what’s possible. By sharing personal struggles, unpopular opinions, or experimental formats, these creators spark real conversations and foster authentic communities, proving that you don’t have to fit a mold to make an impact. For inspiration, check out some of the most effective user-generated content campaigns that have empowered communities and challenged conventional storytelling online.

Founders on the Frontlines

Today’s most engaging brand leaders know that people want to connect with people—not faceless logos. Founders who step into the social media spotlight and tell their own stories bring a unique, human touch to their business. For instance, Glossier’s Emily Weiss shares behind-the-scenes glimpses of product development and candid reflections on entrepreneurship, inviting followers into her journey. Similarly, Spanx founder Sara Blakely often posts humorous videos about her path from startup struggles to industry success.

  • Their openness builds trust and relatability, setting their companies apart.
  • This makes their brand’s story as compelling as their products.

Company Culture Unfiltered

Some brands amplify authenticity by letting their culture shine through unfiltered moments. Unpolished photos from team events, staff takeovers, and candid workplace clips pull back the curtain on company life. Tech companies like Buffer and HubSpot have mastered this approach, regularly posting day-in-the-life stories, honest reflections on company challenges, and even missteps. By showcasing both highs and lows, these companies come across as approachable, trustworthy, and real. As a result, not only do they attract dedicated followers, but they also appeal to potential recruits who value transparency in the workplace. For more on how brands leverage authentic storytelling and organic content, explore 14 inspiring UGC campaigns.

Unexpected Formats That Work

Traditional images and texts often dominate social media feeds, but unique content formats can break the mold and make brands memorable. Let’s explore some imaginative posting styles that make a big impression.

Stop-Motion Animations

Stop-motion animations are a creative powerhouse on social media. These posts use frame-by-frame photography to bring products, text, or illustrations to life with playful movement. The handcrafted vibe immediately stands out amid static images and scrolling videos, making users pause and pay attention.

Brands like Oreo and LEGO use stop-motion to turn simple concepts into captivating mini-stories. For instance, a cookie assembling itself or toys building worlds step by step. The process doesn’t require huge budgets, just patience and a strong visual idea.

Key ways to use stop-motion include:

  • Sharing behind-the-scenes looks
  • Product how-tos
  • Quirky brand narratives

The rhythmic, whimsical feel of stop-motion makes people want to watch again—and click that share button.

Threaded Storytelling

Threaded storytelling involves publishing a series of connected posts, tweets, or updates that unravel a story or idea over time. This approach is particularly effective on platforms like Twitter and LinkedIn, where multi-part threads hold the audience’s attention through anticipation and discovery.

Creators capture curiosity by launching with an intriguing opener, then deliver each twist or insight in short, digestible installments. Popular creators, such as marketers sharing campaign case studies, narrate problems, solutions, and results over entire threads, encouraging likes, replies, and retweets along the way. For more on how major brands nurture these kinds of ongoing conversations and community involvement, see how top brands leverage user-generated content.

Ways to leverage threaded storytelling:

  1. Launch threads with compelling openers
  2. Break up insights into short parts
  3. Use carousels for informative sequences

Brands have even used Instagram carousels as threads to walk followers through user journeys or product origins. Threaded storytelling turns casual lurkers into invested followers, as people stick around to see how the story ends.

Ephemeral Content with Impact

Ephemeral content—think Instagram Stories, Snapchat, or Facebook Stories—offers short-lived, limited-time posts that make followers pay attention before they disappear. Successful brands use this fleeting format to deliver time-sensitive deals, behind-the-scenes sneak peeks, or urgent calls to action in a way that feels personal and exclusive.

Take Glossier’s recurring Instagram Stories: they showcase unfiltered staff moments, product drops, and Q&As, encouraging real-time engagement. Countdown stickers, polls, and quick quizzes drive interaction, while bold words and stickers grab the eye. To see more creative ways brands drive engagement through community and authentic sharing, check out these great examples of brands leveraging user-generated content.

The trick for ephemeral content:

  • Make each Story feel special and fleeting
  • Use interactive elements (polls, countdowns)
  • Highlight urgent offers or sneak previews

Viewers rush to watch and interact before it’s gone, creating a cycle of return visits and deeper brand connection.