Hook: The Struggling YouTube Channel That Used Titles To Explode Growth

-CREATOR OF THE DAY-

HOOK

“Hook” is a YouTube channel (785K subs) that consistently beats the algorithm with irresistible titles.

A couple of examples:

• "The Homeless Boy Who Invented Louis Vuitton" - 13 million views

• "The Prisoner Who Invented Lamborghini" - 4 million views

I reviewed their most popular videos - they clearly understand the importance of a killer title.

The beauty of it?

Their hooks seem to follow this specific formula:

[Character in a Challenging Situation] Who [Unexpected Achievement/Action]

They keep doing it.

And they keep winning.

All of their titles focus on:

• Transformation stories

• Overcoming adversity

• Extreme juxtapositions

Let’s dig into a few of their winning video titles.

Note - This case study isn’t just for YouTubers. Any creator would benefit hugely from knowing how to hook their audience with intriguing titles.

1. "The Homeless Man Who Created Domino's With His Last $15"

Stories of adversity will always capture attention.

People want to be inspired.

The title is irresistible because of how extreme the juxtaposition is.

From being at rock bottom to building a globally recognized brand.

What’s not to love?

Wild transformations will always generate attention.

Adding a specific detail - $15 - makes the story more plausible and relatable.

2. "A Dying Soldier Invented Coca-Cola. This Is How It Happened"

There's an emotional pull here.

"Dying soldier" evokes empathy, honor, and respect.

It adds an emotional layer to the title.

It makes an otherwise simple business origin story way more compelling.

The follow-up phrase "This Is How It Happened" pulls the viewer in further.

It could have gone unsaid.

But saying it out loud promises a narrative.

Drawing people in to find out the "how" of the story.

3. "How Doritos Were Made from Disneyland Trash"

This one's a little different.

But follows their general habit of creating extreme juxtapositions.

"Doritos" and "Disneyland Trash" are two things you'd never expect to have any association.

It sparks curiosity immediately.

The contrast between a beloved snack (Doritos) and the term "trash" also creates a jarring contrast.

It's hard to not click.

Formula:

How [Popular or Recognizable Item/Concept] Were Made from/Originated from [Unexpected Source/Origin]

Key Takeaway

What I find interesting is how the channel digs deep into each story to find the hook.

The homelessness of the Dominos founder isn't a big part of the business' founding story.

But they knew it would be what gets the attention.

Once you've got the audience's attention, you've won.

So, next time you’re crafting a title for a blog post, a newsletter, a YouTube video, or anything else…

Ask yourself whether you could spin it in a way that suggests adversity was overcome, a transformation had taken place, or something unusual or unexpected had happened.

A quick note:

I’d never condone emotional manipulation.

You could argue that this channel takes things to the extreme.

You don’t have to do this.

But any creator could learn a thing or two from this channel.

They understand the power of psychology when it comes to generating attention for content.

Whether you’re a blogger, a YouTuber, a Twitter writer, or anything else…

Hooks are essential.

If you don't package your ideas properly, they'll never get opened.

The sad truth is that people judge books by their covers.

So, get good at creating covers.

-TOOL OF THE DAY-

MIXO

(Not sponsored)

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Having said that, as you’d expect, the results are quite basic.

But sometimes, basic is exactly what you need.

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Whether it’s for an email newsletter, a physical product, a course, or anything else.

Landing pages don’t need all the bells and whistles.

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