How to Use the Hook Model to Make Your Content Irresistible ??
The Hook Model, developed by behavioral designer Nir Eyal , reveals the four stages that make products habit-forming. Here's how to apply each one to your content.
1. Create Triggers Across Channels ??
Build a web of strategic touchpoints that naturally fit into your audience's daily routines. The key is connecting your content delivery to existing habits, whether that's morning email checks or end-of-day LinkedIn browsing.
Example: Buffer excels at this through their multi-channel presence on LinkedIn, TikTok, Instagram, and Discord ; their content surfaces wherever their audience naturally spends time.
2. Make Taking Action Easy ??
Remove every possible barrier between your audience and your content. Craft headlines that spark immediate interest and then follow up on the promise of that title.
Example: Notion masters this with instantly compelling headlines like "AI is the new plastic" — and importantly, they consistently deliver on these intriguing promises with valuable insights.
3. Offer a Variable Reward ??
Your audience will keep coming back if you make each piece of content uniquely valuable. Mix up your rewards — from practical tools and templates to surprising insights and fresh perspectives that challenge conventional thinking.
Example: Appcues found a clever way to do this with their "Ted's Terrible Joke" newsletter feature — a (terrible) joke at the end of each email. It's a small touch, but it creates anticipation and gives readers an extra reason to open each edition.
4. Encourage Investment ??
Give your audience opportunities to participate in ways that deepen their connection to your content and brand. Smart investments, from email subscriptions to webinar registrations, create natural triggers for future engagement.
Example: Stack Overflow 's annual developer survey brilliantly combines community participation with valuable insights, making contributors eager to see and share the results.
Using the Hook Model for content should complement your audience's existing habits, not hijack them. The techniques that keep us glued to apps can create genuinely valuable content experiences instead.
Want to know how your content hooks? Our team will analyze your content through the lens of the Hook Model — learn more in the full article.