The short version
Fix the weakest of the three jobs first.
Three jobs, not one
Bait: they look. Someone is scrolling, searching or walking past. You give them a reason to stop: a cover, a first line, a frame, a storefront.
Hook: they stay. Now they're looking, and you have a few seconds to make it worth it. The second slide, the first five seconds of a video, a caption that sounds like a person.
Book: they act. Attention is only useful if it lands somewhere: a reservation, a call, a purchase, a message. Every piece should know what it's asking for.
Why accounts get stuck
- All bait, no hook. Beautiful covers, nothing behind them. People look once and leave.
- All hook, no book. People like you, but nobody knows how to book, or the link is buried.
- All book, no bait. A great offer that nobody sees.
How to measure each job
- Bait: reach, impressions, profile visits, and how many people stopped instead of scrolling past.
- Hook: how long they stayed. Watch time, swipes through a carousel, saves, shares and comments.
- Book: clicks, messages, calls, bookings and orders.
Platforms name these metrics differently, so check what each one actually calls them before you compare.
What to do this week
- Pull up your last ten posts.
- Label each one: bait, hook or book. Many will be only one.
- Find the job you're doing least.
- Fix that one. Don't touch the others yet.
If you want help writing the middle job, start with how to write a hook.