What is Hook? Ad hook explained

A hook is the opening of an ad — the first one to three seconds of a video, or the headline and image of a static — designed to stop someone scrolling.

Example

"My forehead was shiny by 11am. Every. Single. Day." is a problem-first hook for an oil-control serum.

Why does Hook matter for e-commerce?

On short-form platforms most viewers decide within a second whether to keep watching, so the hook drives much of an ad's performance. Testing distinct hooks on the same body is one of the highest-leverage creative tests.

How does Posta use Hook?

Posta's agents use Hook when reviewing your accounts and recommending changes. See the ad hook generator page for how it fits into your workflow.