Glossary
What is a hook in a video ad?
Short answer
A hook is the first sentence or moment of a video, written to make the right person stop scrolling and keep watching. In short vertical videos it is the most important line in the script. Good hooks name the viewer's problem, ask a question they would answer "yes" to, or make a specific, true promise.
Hook types
- Question: "Tired of generator noise at night?"
- Relatable moment: "When your client says 'send the price' and blue-ticks you…"
- Specific promise: "Delivery anywhere in Abuja in 24 hours."
- Myth-buster: "You don't need a studio to make an ad."
Test two or three hooks with the same body script to see which performs. More in How do I write a UGC script that sells.