Hooks from

’s ’s

TOP 30 creators
A hook can either make or
break your post.

No clicks; no views.

Here’s an analysis of the hooks

from LinkedIn’s top 30 creators
according to Favikon.

Save this post to use as a guide

when creating hooks.

Solopreneur
 1 Justin Welsh
Curiosity Surprise
Punchy writing FOBO

Surprising fact + a fear of being outdone.


Makes you question why you’re working your

ass off as a founder or employee.

alarm bells
2 Eric Partaker
Former student of our audience building course Un-ignorable!

Credibility
Bold Claim
Familiarity
Curiosity

We look where others look. Daksh looking down

draws our eye there. Bonus for the lo-fi.
Diary writer
 3 Steven BarTlett
Celebration Familiarity Credibility

Celebratory posts have an obvious way to

engage: “congrats!” And this humble brag
establishes a lot of credibility.
curious creature
 4 Sahil Bloom
Curiosity Negativity Bias

This reframing is a gut punch to anyone working

hard to provide for their family. Makes you
think: Maybe I’ve got it all wrong?
youcham
5 Justin Mecham

Credibility
Value Promise
Bold Claim
Familiarity

People love to “gather resources.” Things they

plan to do “another time.” This does so by
leveraging the brands of top universities.
not wrong but
 6 Justin Wright
Credibility Negativity Bias Bold Claim

The “harsh/brutal/tough” truths is a common

format popularized by Sahil. Everyone loves
punchy copy flinging mud at their boss.
always driving
7 Jasmin Alić

Familiarity
Fear
Colorful writing
Face

Hook with fear. Promise a way to fix it.


Subtle clue to turn a page. Credibility of like numbers.

Bright colors. And a smiling face.
1% better
8 Colby Kultgen

Negativity Bias
Value Promise

Beautiful design + striking image.

Broadly appealing topic, negative angle, big promise.

$100M Man
9 Alex Hormozi

Surprise
Credibility
Curiosity
Face

LinkedIn loves transformation stories.

His quirky appearance and outfit helps.


Lots of comments on the crocs + socks.
10 Elfried Samba

Credibility
Eloquence
Face

This eloquently and instantly tapped into a deep

frustration a lot of people have while leveraging

the familiarity of Encanto.

ADVOCATE
11 Melissa Grabiner
Surprise Eloquence

Broadly appealing topic on LinkedIn: Hiring.

Melissa tapped into a common frustration people

have with numerous rounds of interviews.

what a saga
12 Sam Szuchan

Curiosity
Negativity Bias
FOMO
Familiarity
Colorful writing
Face

Leveraged the craze of ChatGPT.


Threw mud at all the others to make his appear
way better.
innovation
13 Lara Sophie Bothur

Surprise

People love “candid” shots. And the image & post

contain surprising and shocking facts (which people
love to share). ITALIANA
14 Jade Bonacolta
Credibility Curiosity

The Italians have a strong brand for good living.

It’s extremely broadly appealing (good for virality),

and its shareable to anyone remotely Italian. The
previous engagement is social proof.
fanbytes
15 Timothy Armoo

Credibility

Surprise

Face

The combination of £300B and a smiling man

sitting cross-legged on the floor is intriguing.

Lottie
16 Chris Donnelly

Bold Claim

Punchy writing

Credibility

A short, punchy post benefits from being an image

as LinkedIn hides most of it behind “see more.”



PS: I inverted the colors for highlights. boring!

17 Hanna Larsson

Negativity Bias

Curiosity

Justin Welsh calls this a “X vs Y” post.


The short hook + list create curiosity for what else
is on it, and what it’s being compared to.
50 shades of
18 Matt Gray

Credibility
Value Promise

The lo-fi photo of a piece of paper is intriguing.

The hook establishes the “why you should care.”

wishful thinking
19 Reno Perry
Familiarity Surprise

Leverage the notoriety of others. Tell stories.

Twist the knife on surprising or hard hitting facts.

not tony but
20 Mel Robbins

Credibility
Curiosity
Negativity Bias
Face

Hard hitting and thought provoking quote.

The photo of her speaking on a podcast is a form

of social proof.
sinekdoche
21 Simon Sinek

Weird color. Weird font. Weird formatting.

Broadly appealing content on LinkedIn.

CHATGPT Boi
22 Dirk Zee
Familiarity Objection handling

Rode the wave of ChatGPT mania. Promised an

explanation that even a kid could understand

ALL CAPS!!!!
23 Adam Grant
Negativity Bias

This is a mini “X vs Y” post that shits on everyone on

LinkedIn’s common enemy: “the big bad boss.”
loves sundays
24 Ben Meer
Bold Claim

Objection handling

Hugely bold and broadly appealing claim.

Then tries to handle your biggest objection of 


“okay this is hyperbole.”

WOOOOOO!
25 Luke Matthews

Credibility
Curiosity
Face

Lo-fi shot. Smiling faces.

The hook builds curiosity. Did it work out great, or

did it go horribly wrong?
TAZ
26 Tasleem Ahmad Fateh

Curiosity
Negativity Bias
Face

Colorful writing.

Shot of him lookin’ good but with an indecernable

facial expression.
atomic
27 James Clear
Punchy writing

This is a “no-hook” hook. It just launches straight

into a no filler, no wasted time, wake-up call.

barbie girl
28 Andrew Bolis

Credibility
Familiarity
Curiosity
Face

This post was topical, riding the wave of Barbie.

It piques your curiosity with the video title slide,

and with the “(add later deleted)”
bytebyteforhere
29 Alex Xu

Credibility

This taps into a deep and common frustration

people have with traditional education.

googler
30 Stephanie Nuesi

Credibility
Celebration

People love to celebrate. People love touching

transformation stories. And the lo-fi photo makes
it seem authentic.
 UH OH
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Curious creature
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