In short: A hook is the opening of a video ad: the first frame, the first line, the first on-screen text. Good hooks show a problem, a surprise or a result immediately. Test several hooks on the same middle section instead of building a new video every time.
Six types of hooks
- The problem. “My feet always hurt after eight hours in the store.”
- Result first. The finished look, then how to get there.
- The contradiction. “I actually wanted to send this product back.”
- The question. “Why doesn’t your nail polish last a week?”
- Movement. Something falls, tears, splashes. The eye follows motion.
- Text on screen. Many people watch without sound. The first line sits big in the frame.
One middle, many openings
For Kjavik, a barefoot shoe brand, we cut up to seven hooks onto the same ad. The middle stays, only the first seconds change. Meta quickly shows which opening works, and you save on new footage.
How to spot a good hook
In Meta, by the share of people who watch past the first three seconds out of everyone who saw the ad. Always compare hooks on the same audience.
Frequently asked questions
How long should a video ad be?
As long as it needs to be. Many good ads run between 15 and 40 seconds. What matters is that the hook holds.
Do I need a new video for every hook?
No. Record several openings on the same day and cut them onto the same middle section.
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