On TikTok, Reels and Shorts, people scroll past clips very quickly. However good your ad, it's useless if people scroll past in the first second. The opening, or hook, is therefore the most important part of a video creative, and the part you should test most often.
5 hook formulas that work again and again
- 1Open with a problem viewers really face, such as “Running ads every day but nobody messages you”
- 2Open with an interesting result or number
- 3Open with an unexpected image or an eye-catching action
- 4Open with a question that makes people want to know the answer
- 5Open with someone talking to camera plus on-screen text, because many people watch with the sound off
For health and beauty products, be careful about opening with a problem that refers directly to the viewer's appearance or personal information, as it may breach platform policies.
Which numbers measure a hook?
Look at 3-second views relative to impressions, which many people call the hook rate. If it's low, your opening isn't stopping people. But if many people get past 3 seconds and then stop watching, fix the middle section instead.
Tells you whether your opening stops people
Tells you whether the middle section holds viewers
Test hooks on a budget
You don't need to reshoot the whole clip. Shoot the main content once, then cut 3–5 different openings and test them with equal budgets. Keep the one with the best numbers. This gives you ever-better creatives at a low production cost.
Common mistakes
Many brands open with a logo or a shot of their storefront for several seconds. Viewers scroll past before they even know what they'll get. Start with what viewers care about, and show the brand later in the clip.
Summary
A good hook is the first door to sales. Use proven formulas, measure with hook rate and test your openings consistently, and your ads will be genuinely watched more on the same budget.