Plays

Opening lines and calls to action

How a post starts, and what it asks people to do.

Opening line

  • Spark curiosity
  • Challenge a common belief
  • Lead with expertise
  • Open with a story
  • Start with a surprise
  • Ask a question
  • Show a relatable moment
  • Show it in action
  • No opening hook

Call to action

  • Ask people to comment
  • Ask people to follow
  • Ask people to save the post
  • Send people to your bio link
  • Ask people to share
  • Invite people to message you
  • No call to action

Each play shows the opening line and call to action that leading accounts’ winning posts used. When there is not enough evidence, it says “Your choice” — your campaign goal then sets the call to action.