Hook
A hook is the opening moment of an ad — the first image, line, or few seconds of video — designed to stop the scroll and capture attention.
What it actually means
The hook is the first one to three seconds of a video or the headline-and-image combination of a static ad — the part that decides whether someone keeps watching or scrolls past. In a feed where people skim dozens of posts a minute, the hook does the heavy lifting; no matter how good the rest of the ad is, a weak hook means most people never see it. Effective hooks create curiosity, name a problem the viewer feels, or promise a specific payoff. Because the hook is so decisive, testing multiple hooks against the same body is one of the fastest, cheapest ways to lift performance.
A local hook works best when it's specific to the area or problem — 'Tired of driving across town for a decent haircut?' beats a generic salon intro.
Related terms
Ad creative is the visual and written content of an ad — the image or video, the headline, and the copy that capture attention and communicate the offer.
CTR is the percentage of people who click your ad after seeing it, calculated as clicks divided by impressions.
Ad fatigue is the decline in ad performance that occurs when an audience has seen the same creative too many times.
UGC is content that looks like it was made by a real customer or everyday person rather than a brand, used in ads to feel authentic and trustworthy.
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