I’ve asked some of the best creators on YouTube, “How do you write such great titles?”
And they’ve all said the same thing: “I just model what works.”
So this email will show you 5 videos worth modeling to help you write great titles and save time.
Btw, if you want to save more time and see all of the titles and thumbnails from Creator Hooks in one place, check out Creator Hooks Pro.
Toilet Time
Title: Is THIS Toilet System BETTER Than What’s in 99% of Homes? (Tankless Wall Hung Toilet Installation)
Framework: Is THIS [Tool] BETTER Than What’s in 99% of [Entities]? ([Keywords])
Hook score: +401
Why this works:
Curiosity – The title builds curiosity by asking a question and opening a loop (“Is THIS Toilet System Better…”). The thumbnail builds curiosity by saying “this is the future” (and the future is a naturally curiosity-filled topic).
New Opportunity – People love new things because they’re fun and offer hope and this new tankless toilet system fits the bill here.
How you can use this framework: Ask if a new thing is better than what’s in 99% of current things.
Examples of this framework in action:
- Is THIS Golf Club BETTER Than What 99% of Golfers Are Using?
- Is THIS Exercise BETTER Than What’s in 99% of Workout Plans?
I Knew It…
Title: Facebook is WORSE than You Think: Whistleblower Reveals All | Frances Haugen x Rich Roll
Framework: (Entity) is WORSE than You Think: (Person) Reveals All
Hook score: +441
Why this works:
Curiosity – This packaging builds curiosity two ways: 1) The title opens a loop and makes you wonder, “How is it worse than I think?” 2) “Reveals All” in the title and “The Truth About Facebook” in the thumbnail make you feel like you’re getting in on a secret.
Negativity – There’s lots of drama and fear in this title, which grabs people’s attention and makes them want to click.
Confirms Suspicions – There’s already a narrative that Facebook is evil, so when some people see this title they say, “I knew it!”. People love when their suspicions are confirmed.
Broadly Appealing – I don’t think Frances Haugen’s name is that well-known (no offense, Frances), so giving her the label “Whistleblower” is an effective strategy. It attracts a broader audience because it’s more easily understood. Obviously they did drop her name at the end, but using her name at the end and the label before it was a good call.
“Facebook is WORSE than You Think: Whistleblower Reveals All” is so much more powerful than saying “Facebook is WORSE than You Think: Frances Haugen Reveals All”, right?
How you can use this framework: Tell your audience that something is worse than they think and a whistleblower (or some other insider) reveals all.
Examples of this framework in action:
- Roblox is WORSE than You Think: Former Employee Reveals All
- The Music Industry is WORSE than You Think: Band Manager Reveals All
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5 Minutes To Kyrie
Title: The Ultimate 5 Minute DRIBBLING WORKOUT 🏀 NBA Ball Handling
Framework: The Ultimate 5 Minute (Activity) WORKOUT (Emoji) (Keywords)
Hook score: +720
Why this works:
Desire – This creator’s audience wants to get better at dribbling.
Time Frame – By saying this is the ultimate “5 Minute” dribbling workout, this makes this drill seem more achievable and attractive because it’s so short, and makes this video more interesting because you know exactly what it’ll be about.
Authority – The thumbnail has an image of Kyrie Irving, the best ball handler in NBA history.
How you can use this framework: Tell your audience about the ultimate workout or drill to help them achieve their goals.
Examples of this framework in action:
- The Ultimate 5 Minute Copywriting Exercise ✍️ Professional Copywriting Tips
- The Ultimate 10 Minute Dinner 🥩 High-Protein Dinners For Busy People
Hobby Hints
Title: WEIRD Non-Hobby Tools That’ll Change Your Hobby
Framework: WEIRD Non-(Activity) Tools That’ll Change Your (Activity)
Hook score: +817
Why this works:
Curiosity – This title builds curiosity two ways: 1) The word “Weird” is a simple way to build curiosity. 2) “Non-Hobby Tools That’ll Change Your Hobby” is counterintuitive.
Desire – This creator’s audience loves tools and “Change Your Hobby” hints at improving it. The thumbnail also tells you these are “great” tools.
How you can use this framework: Tell your audience how things that aren’t normally associated with what they’re trying to do can help them achieve their end goal.
Examples of this framework in action:
- WEIRD Non-Camping Tools That’ll Change Your Camping Experience
- WEIRD Non-Makeup Tools That’ll Change Your Look
House of Lies
Title: I watched 151 celebrity house tours and they’re full of lies
Framework: I (Activity) (Amount) (Entity) and they’re full of lies
Hook score: +2429
Why this works:
Credibility – The fact that she watched 151 house tours makes you feel like her opinion is more valid than somebody who’s watched one. This is also because of “input bias,” meaning that we value when somebody put a lot of time into something.
Negativity – “They’re full of lies” promises this video will have lots of drama, which people love.
How you can use this framework: Tell your audience why your opinion matters and give them some drama.
Examples of this framework in action:
- I tasted 200 wines and the wine industry is full of lies
- I bought 50 “guru” courses and they’re full of lies
Flop of the Week
Title: Has Big Tech Doomed Democracy? | Baratunde Thurston X Rich Roll Podcast
Hook score: -88
Why this flopped: The video featured earlier in this newsletter about Facebook worked because people wanted it to be true.
I’m wondering if this video flopped partly because the audience are fans of big tech and don’t want this to be true.
Also, it’s not very specific. “Big Tech” in the title and “Media” in the thumbnail don’t evoke as much emotion as “Facebook”.
Finally, when I first read the title I saw “Baratunde Thurston” and said to myself “What the heck is this word? It’s too long, I’m gonna skip this title.” I didn’t realize it was the guy’s name, I just saw a big word and mentally checked out. (Sorry Baratunde!)
Alright, that wraps up this week’s Creator Hooks!
Hope you enjoyed this week’s edition and if you know a fellow creator who needs help with writing better titles, please send them to creatorhooks.com.
– Jake
(@jthomas__ on Twitter)
P.S. Read previous editions here.
P.P.S. If you want to see all of the videos from Creator Hooks in one place, check out Creator Hooks Pro.