Creative and testing
Hook
The opening of an ad, the line, image or seconds of video that make someone stop scrolling.
What it is
In feeds and video, most people decide in a moment whether to keep watching. The hook earns the rest of the ad.
Why it matters
For lead generation and e-commerceA strong hook lowers costs, because platforms reward ads that hold attention.
In practice
Test several hooks on the same body, and read hold rate or thumb-stop rate next to clicks and conversions.
A common mistake
A hook that grabs attention but has nothing to do with the offer, which draws clicks from the wrong people.