When will advocates start using better hooks?
Plus new research on news consumption, and a searchable Epstein Files database.
Today’s topic may seem hyper specific, and it’s one I’ve ranted about on TikTok more than once, but it’s important enough that I’m going to be shouting about until we get it fixed:
In 2026, your social videos must have a hook, or no one is going to see them.
Yes, I’m looking at you, local candidates starting every video with “This is [Name] running for [Office] in [District].” I’m also talking about nonprofits having their experts introduce themselves at the very beginning of videos, or advocates who start with a rambling “Hey y’all, I wanted to come on here and say…” That’s all got to stop, as soon as possible.
I get why these kinds of intro feels natural. It’s how we introduce ourselves to new people, it’s how candidates start their conversations with voters, it feels polite.
Let’s talk about why they’re such an issue:
Every time you post a video, each social media platform’s algorithm takes that video’s content and early performance, looks at a number of different signals, and decides whether or not to keep pushing it out to people.
These platforms want people to stick around when they’re scrolling, so they’re only going to elevate content that actually keeps people engaged. One key signal they look for to measure engagement? How long people watch your video before swiping away. And here’s the truth: your name, title, and location aren’t enough to keep people around for more than 3 seconds.
If you want the algorithms to actually show your videos to people, you have to work with them. You have to be interesting, engaging, or intriguing right off the bat.
Still stuck on how to start? Here are just a few ideas:
Ask a question that you’ll answer in the video.
Just say your most important point, and go from there.
Use a visual hook, that can be something as simple as text on the screen or more complicated like a dramatic transition.
Film your intro wind-up so it feels natural, keep talking, and then edit out everything you said before you got to your main point before you post.
Make a bold or exaggerated claim, then explain it.
Without good hooks, your videos are just going to disappear with 200 views, and they won’t make an impact.
The good news is, the possibilities for interesting hooks are endless. As you keep creating more videos and seeing what works, they’ll start coming to you more naturally, and you’ll be a pro in no time. You just have to get started.
Looking for even more inspiration? Keep scrolling to the “Good Posts” section for examples of local leaders using strong hooks from this week!
Reads Worth Your Time
What types of news do Americans seek out or happen to come across? (Pew Research)
“A growing share of Americans say they mostly get news because they happen to come across it, not because they’re actively seeking it out. About half of U.S. adults (49%) say this is the case today, up from 39% when we first asked this question in 2019. However, Americans are especially likely to find certain types of news by chance and actively look for others.”
What to know about the Trump Justice Department’s case against the Southern Poverty Law Center (CNN)
“The Justice Department announced charges Tuesday against the Southern Poverty Law Center, alleging the storied civil rights organization defrauded its donors by funding the extremism it claimed to be fighting. … The 14-page indictment, however, offered few details of how donor money that paid the informants was used to further the groups’ violent interests, or if donors felt blindsided by what their money was spent on – a glaring omission that legal experts say could spell trouble for prosecutors as they seek to secure a conviction.”
How running can save democracy (Washington Post)
“It’s the 130th running of the Boston Marathon, on Patriots’ Day, in an area that 250 years ago saw much of the fighting to establish a young democracy. But I think the marathon — as with other marathons and half-marathons and 10Ks and other races in the United States this year — will have a subtle, added importance: It offers a shared experience, one that can actually inspire hope, at a time when America seems weighed down with cynicism and dread.”
Sorry y’all, as a begrudging runner myself, I had to include this one.
Hundreds of Fake Pro-Trump Avatars Emerge on Social Media (New York Times)
“The New York Times began tracking MAGA-boosting, A.I.-generated TikTok posts in January and discovered at least 304 accounts sharing the content, some of which have since disappeared. Researchers with the Governance and Responsible A.I. Lab at Purdue University, known as GRAIL, found another dozen accounts across TikTok, Instagram and Facebook. Eric Nelson, a special investigations analyst from Alethea, a digital threat mitigation company, identified another nine accounts on YouTube. Several accounts have already amassed more than 35,000 followers. Some of the posts have more than half a million views. The accounts reviewed by The Times were not identified as A.I.-generated.”
Kalshi suspends, fines 3 congressional candidates in ‘insider trading’ enforcement actions (CNBC)
“Prediction market platform Kalshi said Wednesday it had suspended and fined three candidates for Congress — from Minnesota, Texas and Virginia — for ‘political insider trading’ activity on their own campaigns. Kalshi said in a statement that all three candidates, who each were suspended for five years, ‘were flagged because of our newly released safeguards to block political candidates from trading on their own elections.’”
Good Posts
Inspired by today’s Short Answer, these posts all have great hooks:
Michigan state senate candidate Abraham Aiyash convinces viewers to vote for him before he finishes making coffee.
Pennsylvania State Representative Lindsay Powell uses a satisfying hook to announce an event.
West Virginia State Delegate John Williams and his wife go on a romantic date.
North Carolina State Representative Jordan Lopez talks about what to look for at the start of legislative session.
Ohio state representative candidate Shelby Kimball responds to a comment.
(Not a hook, still incredibly important:) Virginia Senate President pro tempore L. Louise Lucas celebrates the state passing its new redistricting ballot measure.
Cool Tools
Courier Newsroom has published a searchable database of over 1 million Epstein Files documents as part of their “The Cover-Up” reporting on Jeffrey Epstein.
Once you sign in, you can search, bookmark, and analyze files in more user-friendly ways than were previously available, as people across the country continue to sort through this massive set of documents and uncover more awful truths.
EXTRA CREDIT: Do you use a tool you think would be helpful to feature? Reply to this email and let me know. I’d love to highlight some community suggestions!