The hook: how to stop the scroll in the first two seconds
Viewers decide within moments whether to keep watching or scroll past. The opening is what settles that decision, and it's the first thing to test in your ads.
Abdulrahman Yaqut · Last updated:
The hook is the first second or two of the video: a line, a shot, or a movement that makes the viewer stop scrolling. The same video with two different hooks can deliver completely different results in your ads.
Why is the hook the most important part of the video?
On TikTok, Snapchat, and Reels, your video appears among dozens of others, and the viewer didn't come to watch an ad. If the opening doesn't grab their attention, they'll never see your product, no matter how good the rest of the video is.
And because the hook is short, it's easy to change: same creator, same video, different opening. That makes it the fastest and cheapest way to improve ad performance.
Types of hooks, with examples
- The question: "Does your skin feel dry after cleansing?"
- The familiar problem: "Every time I order clothes online, the size is wrong…"
- Result first: an after shot, then "Let me tell you what I did."
- The honest take: "I'll give you my honest opinion, flaws included."
- Visual surprise: an unexpected movement, or opening the product in an eye-catching way.
- A number or list: "Three things I didn't expect from this device."
How to request different hooks from the creator
Say in the brief that you want more than one opening for the same video, and suggest two or three of the types above, or leave the choice to the creator. Some creators offer extra hooks as a separate service on their profiles.
UGCeer also offers hook videos for testing: several short openings you attach to the same video and test in your ads.
How do you know which hook is best?
Run the ad with the same settings and the same audience, and change only the hook. The hook that gets people to keep watching and click more is the winner. Details are in the guide to testing ad videos.