# What is a hook in an ad?

> An ad hook is the first line or first seconds that make someone stop and pay attention. What makes a strong hook, with examples you can adapt today.
- **Author**: Marxx
- **Published**: 2026-10-20
- **Category**: Creative
- **URL**: https://marxx.ai/library-glossary/ad-hook

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A hook is the first line of text or the first one to three seconds of a video ad. Its only job is to make the right person stop scrolling. If the hook fails, nobody sees the rest of the ad.

## What a strong hook does

- **Speaks to one person.** "For anyone whose skin gets oily by 2pm" beats "Great skincare".
- **Promises something specific.** A result, a number or a surprise.
- **Works without sound.** Meta advises designing feed video for sound off, so the words on screen help carry it.
- **Matches the rest of the ad.** Do not promise something the ad does not show.

## Eight hook patterns, with examples

| Pattern | Example we wrote |
|---|---|
| Call out the buyer | "Running a café with empty tables on weekdays?" |
| Bold result | "We cut our cost per lead from INR 420 to INR 180." |
| Mistake | "Stop washing your face twice a day." |
| Question | "Why do your ads die after a week?" |
| Before and after | "My balcony, before and after one weekend." |
| Number | "3 things every first-time founder gets wrong about Meta ads." |
| Curiosity | "I didn't expect a INR 499 serum to do this." |
| Proof | "1,200 five-star reviews, and here is the one that hurt." |

## How to tell if a hook works

For video, measure [hook rate](/glossary/hook-rate): three-second plays divided by impressions. For static ads, use CTR. Test hooks on the same body, so you know the hook made the difference.

## Hook vs angle

The angle is the reason someone should care: price, speed, status, health. The hook is how you open that reason. One [angle](/glossary/ad-angle) can have ten hooks.

## FAQ

### How long should a hook be?

One short sentence on screen, or the first one to three seconds of video. If it needs explaining, it is not a hook.

### How many hooks should I test?

Three to five per ad is a good start. Keep the rest of the video the same so the test is fair.

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