They rewrote 30 posts for dwell time. It moved nothing.
Everyone says: "Front-load a curiosity hook so people stop scrolling — dwell time is the whole game."
A ghostwriting team ran an experiment on a client: 30 posts with aggressive "...here's what happened next" hooks, 30 with the point stated plainly in line one. Identical bodies underneath.
The claim: the cliffhanger hook buys dwell, dwell buys reach.
Measured "expand" clicks via the analytics export. Hook posts got 22% more expands. But total impressions差ed by under 4% — inside noise. And saves, the thing that actually predicted repeat reach, were 31% higher on the plain-spoken posts.
People expanded the hooks, felt baited, and didn't save. They read the plain ones and kept them.
Dwell time you trick out of someone doesn't compound. The save does.
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They rewrote 30 posts for dwell time. It moved nothing.
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