The 4-question curiosity-gap checklist
A gardening creator kept writing hooks that explained too much. Here's the checklist I gave her, one question per line. Ask: does the first line name the outcome but hide the method? Does it create a question the viewer can't answer alone? Could they screenshot it and not need the rest? Does it promise a specific number?
Her old hook: "Add eggshells to your soil for calcium." It answered everything. Dead.
We ran the four questions. New hook: "This kitchen scrap doubled my tomato yield and it's not coffee grounds."
The result: average view duration climbed from 9 seconds to 19, and that post pulled 84k views against her usual 6k.
The principle: a hook that fully answers itself has no reason to be watched. Hide the how, name the what.
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The 4-question curiosity-gap checklist
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