Definition
Hook
A hook is the first 1–3 seconds of an ad that earns attention and stops the scroll.
What it means
In paid social, the hook is the single most important line or moment at the start of the video. It determines whether someone watches long enough for your message to land. Hooks work by creating curiosity, naming a pain point, showing a result, challenging a belief, or promising a clear outcome.
Why it matters
- Without a hook, viewers scroll before your value prop appears.
- Hooks make creative testing faster because they isolate what wins attention.
How to improve it
- Name the target customer explicitly ("If you’re a…").
- Lead with the outcome or the contradiction ("I stopped doing X and…").
- Use a strong pattern: problem→agitate, curiosity, objection flip, or proof-first.
Common mistakes
- Starting with brand intro, logo, or a slow setup.
- Hooks that are vague ("This changed my life") without specifics.
- Trying to be clever instead of clear.
Related terms
Apply this with free tools
Use August Ads tools to generate better hooks and scripts, then test variants: