Advertising & measurement
Hook
By Rubén García · 3 min
The first seconds of an ad or video, designed to make people stop scrolling and keep watching.
On social media, people decide in an instant whether to keep watching. The hook is what appears in that moment: an image, a question or a problem.
Example: a backpack ad opens with the backpack soaked in the rain and the contents dry inside.
A good hook shows the product or the problem from the first second, not the logo.
With AI it's easy to create many versions of the same video. Testing different hooks is usually what changes results most.
Watch out: the hook has to deliver on its promise. If it misleads, people leave and the ad performs worse.
