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Hook

The opening element of an ad designed to grab attention in the first few seconds.

Definition

A hook is the attention-grabbing opening of an ad. In video ads, it's the first 1-3 seconds. In static ads, it's the headline or visual that stops the scroll.

Hook Types

  • Question: "Tired of wasting ad spend?"
  • Statement: "This changed everything..."
  • Visual: Pattern interrupt, movement
  • Problem: Address pain point directly

The hook determines whether users keep watching or scroll past.

Why It Matters

The hook is the first 1-3 seconds of your ad that determines whether someone keeps watching or scrolls past. On platforms like TikTok and Instagram Reels, you have less than 2 seconds to capture attention. A strong hook can 10x your view-through rate and dramatically lower your cost per acquisition.

Examples

  • •"Stop scrolling if you've ever wasted money on ads that don't convert"
  • •A visually jarring opening — unexpected color, movement, or pattern interrupt
  • •"I tested 50 products and this is the only one that actually worked"

Common Mistakes

  • ✕Starting videos with your logo or brand name — nobody cares about your brand in the first second
  • ✕Using the same hook style for every ad instead of testing multiple opening strategies
  • ✕Making the hook misleading or clickbaity, which drives clicks but kills conversion rates
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