In my work as a community manager, I see many hooks passing by on a daily basis. The difference in quality of the hooks is enormous. Often there are simple elements that you have to change to make a better hook. In this blog I will show you a number of hooks that I find striking.
In-ha-ken : verb
Pronunciation: 'they hook in on'
Synonym: moment marketing
Definition: the art of using recent newsworthy events or stories for marketing and advertising purposes. A hook is often funny and begs to be shared with your friends.
The biggest brands in the Netherlands agree: hooking works. A hook provides on average many more likes/shares and reactions than a 'normal' social media post. A hook is fun, relevant, alive and talked about. Almost all brands have posted a hook on Facebook at some point. Of course, they are not all equally successful and not all went viral, but one thing is certain: it is easy to score!
Special days of the year, such as Animal Day, are sitting ducks , clincher or open shots for social media managers. After all, they are already on the content calendar well in advance. It is precisely because so much time can be spent on them that brilliant posts come along.
5 striking tie-ins around Animal Day
All the hooks below have an IPM score. IPM stands for Interactions Per Mille. The higher this score, the more successful the post has been among your fans. Also good The IPM score is calculated as follows: (likes + reactions + shares) / fans x 1000. It is good to know that when calculating IPM, any boosting and additional advertising costs have not been taken into account.
Hi: Happy Animal Day
Brand: Hi (178K Fans)
IPM score: 1.8
Hi hooker animal day 2013
Hi, known for Chatman and the poekie, is a brand that can never be too serious. And that suits them! Animals always do well on the internet, as long as they act silly or are sweet, and that is also evident from this post. Nice detail: Hi received more than 30 comments with pictures of pets. Talk about proud owners!
Strong: Asking for a specific response in the accompanying text, this resulted in dozens of dog and cat photos being posted in the comments. Good for interaction!
Less strong: I don’t see it that quickly. Just nice!
Q-music: Which animals are these stars?
Brand: Q-music (243K Fans)
IPM score: 2.1
Hook-in!-music animal day
Do you ever stop to think how many artists name themselves after an animal? This list is just the tip of the iceberg. I think it's very clever how Q-music manages to involve animals in music. The design created a reasonable buzz on the Q-music fan page. More than 300 reactions to this hook and that while there was nothing to win!
Strong: Q-music makes a game of it and gets the fans thinking. What is important with a game like this, is that it doesn't get too difficult. 1. The Pussycatdolls, 2. Snoop dog, 3. Pitbull, 4. the Gorillaz, 5. The Kings of Leon (?), 6. De Kraaien, 7. The Beatles, 8. geen idee, 9. Deadmaus. That went pretty well. Right?
Less strong: maybe it's just a bit too much information on 1 visual. Four pictures would have been easier. poland mobile phone number list Respond quickly and move on. Probably even more reactions would have come in.
Vodafone: Dogs on a leash
Brand: Vodafone (156K fans)
IPM: 6.38
Screenshot 2013-10-24 at 16.36.39
Vodafone treats its fans to varied Facebook posts. It makes sense that they can't just let Animal Day pass by. Ambiguity and puns always work well, as this hook proves. It's great that Vodafone still manages to relate Animal Day to itself.
Strong: the double meaning of 'on the line'; this refers to Vodafone and to dogs/animals. High quality of the design.
Weaker: The accompanying text 'I just called to say I love you'. They don't ask for interaction with this. They could have done better with something like: "If you could call your pet, what would you say?". Then they could even relate it to unlimited calling with Vodafone RED. In any case, the IPM would have been a lot higher.
Chocomel: Animal Day = cool
Brand: Chocomel (74K Fans)
IPM: 9.41
Screenshot 2013-10-24 at 16.42.30The quality of the Facebook posts that Chocomel places are always of high quality. They often do 'something' with the can or bottle. This time they involve a Saint Bernard dog. In the past, there was rum in those bottles to keep lost skiers warm, the brand has replaced that with a can of Chocomel.
Strong: the design is very simple. Just like the other Facebook designs of Chocomel. But that is what makes them so good. This post has been well thought out, I am almost certain. It hits the nail on the head.
Less strong: with this one you also miss the question for interaction. You can see that directly in the number of reactions; there are only five. When you go for the likes, you better make a design that works more on the laughing muscles.
BNN: Hooray! Animal Day
Brand: BNN (31.K fans)
IPM: 24.2
Screenshot 2013-10-25 at 17.11.15
BNN proves that you don't always have to design something yourself. With by far the highest score on this list, this monkey is a big hit among BNN fans.
Strong: You don't always have to ask for interaction. Make sure your picture is so funny that it stands out above the rest. That happens here with a crazy monkey and matching accompanying text.
Less strong: it has little to nothing to do with BNN as a broadcaster. Probably a photo of one of the presenters with a crazy monkey mask would have done (even) better.
Have you seen any other fun hooks?
BNN is the clear winner from these examples in terms of IPM score. Personally, I like the Saint Bernard of Chocomel the best, do you? Have you seen a strong hook yourself around the theme of Animal Day, then let us know in a comment below.