Breaking down the problem-solution hook

Here's what I've learned from studying thousands of viral videos:

When someone's scrolling through social media, their brain is in what I call "autopilot mode." 

They're not actively choosing what to watch - they're letting their subconscious make snap decisions. 

But certain triggers can interrupt this autopilot.

One of the most powerful? Recognition of a problem they're facing.

Let me break this down properly…

The fascinating thing about this hook is how it works on multiple levels:

First, there's the immediate recognition. 

When someone sees a problem they're dealing with, their brain switches from passive scrolling to active engagement. 

It's like when you're in a crowded room and someone mentions your name - you can't help but tune in.

I've tested this extensively. 

Videos that start with relatable problems consistently outperform those that don't. 

But, you have to show your viewers that you properly understand it.

Let me give you an example:

A basic hook might be "Having trouble growing on Instagram?"

But a powerful hook would be "Spent hours creating the perfect reel only to get 100 views?"

See the difference? 

The second one shows you've actually experienced what they're going through.

The best problem-solution hooks work in layers:

Layer 1: Immediate recognition ("That's exactly what happens to me")

Layer 2: Emotional connection ("Finally, someone gets it")

Layer 3: Hope activation ("Maybe there's actually a solution")

I've noticed something else too - timing matters more than most people think. 

You've got about 1.5 seconds to present the problem and another 1.5 seconds to hint at the solution. 

Any longer and you risk losing them.

I watch many creators rush to the solution. 

They're so eager to show they have the answer that they don't let the problem sink in properly. 

It's like telling someone the end of a story before they're invested in the beginning.

The sweet spot? 

Let them feel the problem just long enough that the promise of a solution feels like relief.

I see three main approaches that work consistently:

The Direct Approach

• "Can't get views on your reels? Here's what you're missing..."

The Story Hook

• "I used to get 100 views per video. Then I spotted this pattern..."

The Pattern Interrupt

• "You're probably doing this wrong..." (then reveal the specific problem)

Each one works differently depending on your niche and platform. 

But they all tap into the same psychological triggers.

Test this yourself:

1. List the top 3 problems your audience faces

2. Write out exactly how it feels to have each problem

3. Create hooks that show you understand these feelings

4. Hint at your solution without giving it all away

What problems do you solve in your content? 

Hit reply and let me know, it’s always good to see what other creators are tackling.

Speaking of solving problems…

This is exactly the kind of thing we dive deep into inside Viral Academy’s Content Accelerator. There's a whole module dedicated to these psychological triggers that make content spread - including frameworks like this that you can use straight away.

So, if you want to take the next step beyond this newsletter and truly master the systems behind viral content, join up today. 

Have a great weekend, 

Jeremy

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