01 What it is
A curiosity gap opens when someone knows there is missing information and their brain wants closure. “Most people make this mistake…” and “Look closer…” are the classic examples.
Sometimes the hook is annoying. Sometimes it is very effective. The difference is whether the curiosity leads somewhere valuable. “Wait until you see this!!!” gives the viewer nothing. “Zoom in to see how you can create better ads” connects the curiosity to the value.
A small gap works best in a fast feed: easy to notice and easy to resolve. The viewer stops being someone watching an ad and becomes someone trying to solve something.
02 How to spot it
A line that raises a question and holds back the answer: a “WANTED” poster with no name yet, a numbered list you have not seen, a half-finished sentence.