What is Hook?
The first element that grabs attention. In video ads, the hook is the first 3 seconds. In static ads, the hook is the headline or visual pattern interrupt. If the hook fails, nothing else matters.
In mani: Mani tests multiple hook styles per generation: question, social proof, problem statement, founder voice.
The 3-second rule
TikTok data shows 71% of the watch-or-scroll decision happens in the first 3 seconds. On Meta feed, you have slightly longer (5 seconds) but the principle is the same: if the hook fails, nothing else matters. The hook IS the ad. Everything after it is follow-through.
Hook patterns that work
Question hooks ("Did you know...?"), pattern interrupts (unexpected visual or sound), founder pointing at camera ("Stop scrolling"), problem statements ("Tired of X?"), before/after splits, POV format ("POV: you just got..."), and social proof cascades (rapid-fire reviews). Each pattern exploits a different psychological trigger: curiosity, surprise, authority, pain recognition, or conformity.
Testing hooks systematically
The most efficient creative testing strategy: keep the body and CTA constant, vary only the hook. Generate 5 versions of the same ad with 5 different hooks. Run them simultaneously at $10/day each. After 3 days, the winning hook is obvious. Scale the winner and test 5 new hooks against it. This iterative process finds your best-performing hook pattern within 2-3 weeks.
Hooks by platform
TikTok: UGC-style, text-on-screen, trending audio. Meta feed: product hero with bold headline, lifestyle with curiosity gap. Instagram Stories: full-screen visual impact in frame 1. LinkedIn: data-driven stat or contrarian business take. YouTube pre-roll: "Skip this if you..." reverse psychology. Each platform rewards different hook mechanics.