Hello, community! The hook is a powerful marketing technique — and using it wisely can bring you sky-high CTRs. But what makes a hook truly effective? Let’s break it down in this fresh review.
By the way, we’ve already shared what good creatives should look like. But today we’re focusing specifically on hooks, which ideally are an integral part of any strong creative.
What is a hook in marketing?
A hook is essentially a teaser. A well-crafted hook should be clickbait-y — in the best sense — and generate tons of clicks on your ad.
Hooks are used in video creatives. In our case, a hook refers to the first few seconds of an ad — often unrelated to the product itself, but designed to intrigue and capture the viewer’s attention.
Coming up with and shooting your own hook from scratch is tough — and not always cost-effective. But you can use ready-made ones, like those available in this dedicated library.
TransitionalHooks is a collection of the most popular pre-made hooks you can use in your creatives. Most of them are geared toward Western audiences — so something that might not resonate with you could work great abroad. Keep that in mind while browsing the library.
What makes a good hook?
Simply downloading a hook and slapping it onto your ad is a losing strategy. A great hook should not only grab attention but also support the conversion. And conversion only happens when we:
- Catch the viewer’s attention with the hook;
- Maintain their interest so they actually click the ad after watching the creative.
Of course, the creative is more than just the hook — it’s everything that follows. So the hook needs to reflect the ad’s message, be relevant, and feel somewhat native.
Finding this balance can be tricky. But you can always adapt hooks as needed. For instance, a teaser with erotic undertones can be easily reframed for gambling, like: “This is how girls react when I win.” You get the idea.
Which brings us to the key element — the emotion your hook evokes. That emotion can be:
- Shock or even fear
- Laughter or humor
- Intrigue
- And of course — lust
Professional marketers know how to juggle these emotions. For example, gambling content pairs well with lust. Shock works well for promoting nutra offers — think of exaggerating the dangers of hair loss and instantly showing the solution.
What to avoid in a good hook
There are several things to avoid when crafting your ad creatives. You should steer clear of:
- Overused videos. Especially when using hooks from public libraries. Since free creatives attract a lot of users, your hook may already be burned out. Always research before using — unique hooks increase your chances of a high ROI. You can check their usage with SPY tools, which we’ve covered before.
- Jarring transitions to the ad. Many pre-made hooks may not mesh well with your creative. A rough cut can turn off a potential lead. So aim for smooth transitions — AI can often help here, and sometimes it’s even more creative than human designers. Just make sure your prompt and model are on point.
- Touchy topics. Be cautious with subjects like politics, religion, or health-related humor. While they may provoke reactions, it might not be the kind of emotional trigger you want when aiming for conversions.
Other than that, you can succeed with almost any hook — as long as it has a solid idea behind it. If harsh transitions are a no-go, then smooth ones are a must-have. Like: a woman starts taking off her clothes, says you’ll need to pay to see more — and in the next shot, the guy wins money in a casino to “continue the fun.”
Is it native? Totally. It hits both the lust and gambling buttons — a classic marketing combo.
Conclusion
Marketers always use hooks — not just in video, but in every kind of ad. Entire studies have been done on the so-called Hook Model, where hooks are used to trigger dopamine responses and lock users into a brand for the long haul. But that’s a topic for another time.
What do you think about hooks like these? Do they work on you? Or are you immune to basic marketing tricks? Share your thoughts in our Telegram community — the best Ukrainian space for affiliate marketing and digital advertising!
As always, respectfully yours — your Geek!