From Unnoticeable to Unskippable: AEC hooks that stop the scroll

Let’s be honest social media is a battlefield.

There’s so much content flying around that people barely stop to read anything.

Hi there. Mark here again.

Here's the hard truth...Your AEC content needs to grab attention fast!

You’ve got about three seconds (maybe less!) to catch someone’s attention before they scroll away.

That’s where hooks come in.

A hook is the first thing your audience sees.

It is the opening line that grabs them and makes them think, Wait… tell me more.

A great hook makes people pause, pay attention, and feel curious enough to keep reading.

And here’s the best part...hooks come in different styles!

Depending on what you want to achieve, you can use one or mix a few together. Here are some of the most powerful ones:

1?? Open loop – Leave a question unanswered so people feel the need to read more.

2?? Bandwagon effect – Show that everyone’s doing it, and they won’t want to miss out.

3?? Storytelling – Start with a mini-story to draw people in.

4?? Social proof – Use testimonials or numbers to build trust.

5?? Contrarian statement – Say something unexpected that challenges common beliefs.

6?? Fear of missing out (FOMO) – Make them feel they need to act now.

7?? Familiar faces – Mention well-known people or brands to create instant recognition.

8?? Identity – Speak directly to your audience by making them feel seen.

Now that we know what hooks are, let’s take things a step further.

We’re not just talking about theory here.we’re going to look at real examples from AEC creators who know how to stop the scroll.

We’ll analyze real hooks from their post, see what makes them work, and learn how you can apply the same strategies to your own content.

Whether it’s a bold statement, a relatable story, or a question that sparks thought, friendly, informative, or cheeky, these hooks from these AEC creators k pull their audience in from the very first line down to the last letter of their post.

Ready? Lets dive right shall we!

First of is this hook from Josh Nieves that combines Contrarian Statement and Identification elements.

• Contrarian Statement → It challenges the assumption that having a construction management degree means you can do hands-on electrical work.
• Identification → It resonates with those in construction who understand the gap between management knowledge and trade skills.

Why is it effective?

It challenges the status quo which resonated hard to his audience. The contrast between doing construction management and doing the work it self made his audience hooked and engage to his post.

It’s short, direct, and thought-provoking. By contrasting two different skill sets, it sparks discussion, making readers either agree or defend their stance. Perfect for engagement!

Next is this hook from Donella Olson, CKBR that uses Open Loop and Storytelling hooks.

• Open Loop → It starts with a mysterious phrase ("Focus further out.") that sparks curiosity, making readers want to know more.
• Storytelling → The dream, waking moment, and connection to mindset create an engaging personal narrative.

Why is it effective?

It draws readers in with an intriguing, almost cryptic phrase that sparks curiosity, compelling them to read further.

As the message unfolds, it transitions into a relatable reflection on focus and mindset, making it both engaging and thought-provoking.

The visual elements enhance the impact, reinforcing the message seamlessly.

This post from Jesus (Jesse) Hernandez primarily uses Storytelling with elements of Social Proof and Identification.

• Storytelling → It starts with a personal anecdote about asking for cookies, drawing readers in with a relatable and engaging story.
• FOMO → The call to action ("please make the call, send the DM") plays on the idea that people might be missing out on connections because they hesitate to reach out.
• Social Proof → The mention of being on stage subtly establishes credibility.
• Identification → The lessons reflect shared human experiences—losing people, undervaluing knowledge, and self-doubt—making it easy for readers to see themselves in the message.

Why It’s Effective

Readers want to know what happened when he asked for cookies.

This subtly suggests that asking for what you want (whether cookies or something bigger) can lead to surprising results which is relatable.

The casual phrasing (“Sometimes, all you gotta do is ask??”) makes it feel friendly and easy to read.

Also the audience’s response to his call serves as social proof, reinforcing his credibility.

Another example from Josh Nieves that uses contrarian statement and Identity because it challenges a common belief and is relatable.

• Contrarian Statement → It challenges the common idea that pizza parties are an effective way to boost morale.
• Identity →This hook directly speaks to construction workers and those in the industry.

Why is it effective?

It disrupts conventional thinking, making people curious and eager to engage. Readers will likely comment their own opinions or keep reading to find out the real solution.

It grabs attention by disrupting expectations. Many companies believe small perks like pizza parties improve employee morale, but the post immediately shuts that down.

This sparks curiosity and even debate, compelling readers to continue. The second line reinforces the point with a powerful contrast, making it memorable.

By implying there’s a better way to earn loyalty, it sets up the audience to crave the solution,encouraging engagement and discussion.

This version of Contrarian Statement and Identity hook from Josh Luebker. challenges readers by the bold statement “Money isn’t everything.”

• Contrarian statement →It challenges a common belief (“Money isn’t everything”) and immediately calls out those who say it (“Say the self-righteous people of the world”).
• Identity →This hook directly speak to people who value financial success (entrepreneurs, professionals, or blue-collar workers) may feel personally connected to the message. It taps into their frustration with those who downplay money’s importance.

Why is it effective?

Calling out “self-righteous people” provokes curiosity and debate, making it highly engaging.

It’s effective because it disrupts expectations, triggers strong opinions, and encourages interaction, whether readers agree or disagree.

By calling out self-righteous people, it subtly implies that the reader should take a side. No one wants to be perceived as na?ve or out of touch.

Many people know firsthand that money does matter, whether for security, opportunity, or freedom. This hook validates those experiences, making it relatable.

A hook like this sets the stage for a post about financial reality, workplace loyalty, or compensation, making the reader curious to continue.

This great post from AJ Waters that uses Open Loop and Contrarian Statement is an eye catcher.

• Open Loop →It starts with a thought-provoking question that creates an open loop, making readers curious about the debate. It teases controversy and invites discussion, compelling them to keep reading to form their own opinion.
• Contrarian Statement→ implying that the "tallest building" claim might not be as straightforward as it seems. Challenging a widely accepted notion encourages engagement, especially from industry professionals who love technical debates.

Why is it effective?

This hook is effective because it sparks curiosity with an open-ended debate while challenging conventional thinking.

The question invites discussion, and the contrarian angle fuels engagement. Plus, the breathtaking photo of the spire adds visual impact, stopping readers mid-scroll.

It’s the perfect mix of intrigue, controversy, and eye-catching content.

How about this post from Stefanie Couch ? This post uses a Contrarian Statement and Bandwagon Effect hook.

• Contrarian Statement → It challenges the misconception that personal branding is only for influences (“Wrong.”).
• Bandwagon Effect → “Pros in construction can leverage LinkedIn to grow.” implies that others in the industry are already using LinkedIn successfully, encouraging the reader to do the same to stay competitive.

Why is it effective?

This hook works because it challenges conventional wisdom while presenting a new perspective.

It grabs attention by debunking a common belief and immediately provides a solution (“Pros in construction can leverage LinkedIn to grow”), making it both engaging and actionable. ??

This hook challenges assumptions while providing a clear alternative perspective.It subtly encourages action.

If others in construction are benefiting, why shouldn’t the reader?

The mention of tech and marketing for growth positions Stefanie as an expert who helps businesses succeed.

The structure moves from disrupting a belief → offering proof → suggesting an opportunity, making it persuasive and compelling.

Another example is Neil Sutton's post that uses an Open Loop and Storytelling hook.

This immediately creates curiosity. Readers want to know: What was the idea? It’s an unfinished thought, which makes them more likely to keep reading.

• Open Loop → “I just had this idea in the shower” creates curiosity, making readers wonder what the idea is.
• Storytelling → It sets the scene with a relatable moment (having an idea in the shower), drawing readers in.

Why is it effective?

This is the essence of an Open Loop, it teases information without revealing it immediately.

The post sets a scene many people relate to having random but insightful thoughts in the shower so it feels natural.

This makes it feel personal and engaging. When people relate to a story, they are more likely to pay attention.

“Wash. Rinse. Repeat.” is a well-known phrase, reinforcing an easy-to-remember concepts its simple and memorable.

I also love how Neil induced some humor in the visual to make this post appealing.

Take this post by Zach White which uses an Open Loop and Contrarian Statement hook.

• Open Loop → It starts with “HOW. Powerful question.” but doesn’t explain why it’s a problem yet, creating curiosity.
• Contrarian Statement → It challenges the common belief that asking “how” is always productive by suggesting it “holds you hostage.”

Why is it effective?

It grabs attention with a bold, short statement and disrupts conventional thinking.

Engineers, the target audience, are naturally drawn in, eager to find out why their usual approach might be limiting them.

Here's another example from Stefanie Couch that uses a Fear of Missing Out (FOMO) and Social Proof hook.

• FOMO → It suggests that companies who don’t adapt to AI may fall behind, creating urgency.
• Social Proof → The statistic (only 6% of companies are using AI) makes the reader feel part of a small, forward-thinking group if they take action.

Why is it effective?

It positions AI adoption as a competitive advantage while making readers question whether they’re keeping up. The mention of working with building industry companies adds credibility, reinforcing expertise.

How about this post from John "Goose" Dunham This post primarily uses Bandwagon Effect and Storytelling hooks and brilliant use of Familiar face.

• Bandwagon Effect → It taps into a well-known and emotionally charged narrative—the underdog story,implying that everyone resonates with it.
• Storytelling → It starts with an engaging setup, leading readers through a compelling historical analogy (Rocky → American Revolution → Team mindset).
• Familiar face → Everyone knows Rocky. He’s the ultimate underdog, I’ve never met anyone who doesn’t know his story, it’s iconic, inspiring, and a perfect example of resilience.

Why is it effective?

It hooks the reader with familiarity (Rocky, history, teamwork), builds anticipation, and ends with thought-provoking questions. This structure keeps engagement high while subtly connecting to the author’s mission.

Anyway who doesn't love rocky? I know I do!

Final Thought

Great content starts with a great hook.

It’s what grabs attention and keeps people reading. The right hook can mean the difference between being ignored and sparking real engagement.

Try these strategies, experiment with different styles, and refine your approach.

You’ll be surprised at how much more visibility, engagement, and opportunities come your way.

In the next edition, we’ll dive even deeper into hooks.

We will break down different types and showing you how to craft them effectively.

For now, keep testing, keep learning, and most importantly, keep writing. Your next viral post could be just one great hook away!

That's all for now. Chao!