In advertising, the hook is the opening moment of an ad: the first words, image or seconds of video. In a feed where people scroll fast, it decides whether the rest of the ad gets seen at all.
A weak hook wastes a good product and a good offer, because nobody stays long enough to hear about them. A strong hook raises watch time and CTR, which usually lowers your costs. Common types of hook:
- A problem: "Does your back hurt after a day at the desk?"
- A bold claim or result that the rest of the ad proves.
- Curiosity: a surprising visual or an unfinished statement.
- A direct callout of the audience: "If you run in the rain..."
- Social proof: a customer's reaction or an unboxing.
Test hooks on their own. Keep the body of a video the same, change only the first seconds and compare results. It is one of the cheapest ways to revive an ad. Avoid hooks that promise what the ad doesn't deliver, and slow intros that open on a logo.
SellWinners shows the opening hook of video ads when it is available, and the Brand Tracker lists the hooks a tracked brand uses most.