What makes a good hook for a video ad?
Short answer
A good hook earns the next three seconds: it names a problem or desire the viewer recognises, shows something visually surprising, or makes a bold, specific claim. It should be clear with the sound off, using on-screen text.
Hook formats that consistently work:
- Call out the audience: “If your skin breaks out before every event…”
- Show the result first, then rewind to how it happened.
- Start mid-action, such as pulling a product out of a bag.
- Use a contrarian line: “Stop buying kurtas online until you watch this.”
Test several hooks on the same body video; hooks often change results more than anything else.
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Answered by ScaleInbox · Reviewed by Shubham Vishwakarma, founder