The "billionaire family nanny" hook is dead

Hey there friend,

Everyone's dad is apparently the "highest paid nutritionist in Ohio."

I'm not kidding. There are literally five different TikTok Shop creators all claiming their dad holds this exact title. It's become a running joke at this point.

But here's what's funny – while everyone's copying the same tired hooks from 2024, they're missing the actual concepts that make these hooks work in the first place.

"I was a nanny for a billionaire family" worked because it created instant authority and told an interesting story. The problem is now everyone's using that exact phrase, word-for-word.

If you're going to use story-based hooks, at least get creative. Instead of "billionaire family nanny," try "My aunt was a holistic dermatologist" or literally anything that shows why people should listen to YOU specifically.

99% of TikTok Shop creators have no clue why their hooks work or don't work. They just copy whatever went viral last month and wonder why their videos flop.

I've been analyzing this stuff obsessively. After making thousands of videos myself and studying thousands more, I've figured out the actual concepts behind hooks that convert.

People want controversy. They want drama. They want to feel like they're getting insider information. That's why "Do not get scammed buying XYZ" works so well even though it’s been around forever – it taps into that fear and curiosity.

Visual hooks are massively underused too. While everyone's focused on verbal hooks, you can stand out just by doing something visually different in the first frame. I made $3k in commissions on one product just by sticking it close to the camera and making a weird face. Stupid? Yes. Effective? Also yes.

The point isn't to copy these exact hooks. The point is to understand why they work so you can create your own variations that actually convert instead of just hoping something sticks.

Most people are just guessing. Don't be most people.