When it comes to making an Instagram hook, no one understand its anatomy better than Madhu

From sharing how she makes her own videos to ways to find the right hook and make it yours, Madhu decodes how to make the best hook for your videos.

I’m a professional editor, so it was inevitable that editing would spill into my content! Initially, I saw social media as a way to network and showcase my skills. But very quickly, I realised content creation gave me something I didn’t always have in the industry: agency. I wasn’t just coming in at the end of a project; I was shaping it from start to finish! Editing has always been a part of who I am, so it naturally became one of the USPs of my content without me even trying. 

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How I build my Reels

My workflow has been pretty consistent over the years. I shoot in 4K 30fps, then immediately create proxies before I even touch the footage. I use Adobe Premiere Pro for most of my edits.

Step one is assembling, l line everything up into an “assembly sequence” and pull out the best bits. For talking-head videos, I love using Premiere’s “transcribe” feature. It gives me a transcript of everything I’ve said, and I can edit the transcript directly, which cuts down the video in real time.

Next, I move on to sound. I usually pick my soundtrack early, then layer in my talking-head audio/voiceovers. I start with sound design first. SFX that match the rhythm of the music, before adding B-rolls and graphics. For graphics, I sometimes hop into After Effects, Photoshop, or Illustrator, and then bring it all back into Premiere.

Once that’s set, I do colour grading. I have my own LUTs, so that part is quick. I finish with captions and title design, which I love playing around with. My last step is always taking a 24-hour reset before posting. Watching it with fresh eyes helps me catch tiny errors I’d miss in the moment.

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Editing: Where planning meets play

I always storyboard and script, no matter how small the video is. It helps me plan shots and structure my workflow. But once I’m editing, I give myself the freedom to improvise. Sometimes I’ll stumble across a way to make a shot cooler with added graphics or transitions. I don’t force it, but those spontaneous ideas often elevate the final cut. 

Why colour is my strongest editing tool

I have a really sharp eye for building a cohesive colour palette across my videos and carousels. Editing, scripting, and shooting are important, of course, but on social media, the final package has to look good at a glance. A unified colour aesthetic is what makes content instantly stand out and recognisable, and that’s something I always lean into.

Finding your hook

I have a love-hate relationship with hooks. As a storyteller, I prefer a slow build, but on platforms like Instagram, you really can’t ignore the hook. To me, a hook is like a ringtone a friend sets just for you. It’s instantly recognisable, and it makes them think of you. Your hook shouldn’t sound like everyone else’s. The moment people hear it, they should immediately know it’s you.

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Universal hooks, personal twist

Right now, I focus mainly on Instagram, but having worked on content for other creators on different platforms, I honestly think hooks are pretty universal across short-form platforms. The trick isn’t to change them for the platform, but to make them personal. Viewers are very smart. They can spot a generic hook from miles away. So my priority is tailoring hooks to my personality, not just the algorithm.

Why the best hooks don’t look like hooks

If you are looking for a way to make your videos unique, start by paying attention to yourself. How do you naturally grab a friend’s attention in conversation? That’s a great starting point. If that feels too abstract, then pay attention to when you get hooked by another creator, was it their tone, their body language, or a sound effect? 

For example, in my lip liner video, my hook was literally just me twirling the liner with my fingers while saying, “So I’ve got this lip liner…” That’s exactly how I’d start a story in real life, and the movement was natural to me. If I’d snapped at the camera or forced something flashy, it wouldn’t have felt authentic. Hooks work best when they don’t look like you’re trying too hard.

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Turning hooks into experiences

Pair them with sound design!!! Once you’ve got your personal hook line, connect it to a movement and a sound effect. It doesn’t have to be overused “swooshes” sounds. It can be a camera click, a lens adjustment sound, an ice cube dropping into a glass, or even a whimsical magic-wand chime. The point is to create a sensory “package” that feels fresh and natural to your content. That’s what makes it memorable.

This article was first published in the Social Ketchup Magazine's January 2025 edition.

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