A hook is the very first sentence of your caption. It is the only part visible in the feed before a user clicks “more.” Its sole job is to buy attention for the rest of your post.
If you use a “Hard” CTA (Buy Now) on every post, you will burn out your audience. Using a “Soft” CTA (Save this) builds trust. This tool helps you balance the two.
Yes. While Reels are visual, the caption still drives SEO and context. A good hook in the caption often encourages people to watch the video loop multiple times.
No, it focuses on the “Bookends”—the Hook and the CTA. These are the highest-leverage parts of copywriting. You simply fill in the middle with your value or story.
It depends on your strategy. Educational posts often get more “Saves” (long-term reach), while entertaining posts get more “Shares” (viral reach). Use the Content goal selector to switch between them.