Hook
Also called: ad hook, opening hook
A hook is the first one to three seconds of a video ad: the line, image or movement meant to stop someone from scrolling past.
Example: "I returned my $300 earbuds for these $40 ones."
On Reels, TikTok and Shorts most people decide in about a second whether to keep watching, so the hook does more work than any other part of the ad. Common patterns are a bold claim, a question, a "POV" setup, a visible problem, or a surprising number.
Because the hook matters so much, teams usually test several hooks on the same body rather than making entirely new ads.
Related terms
Part of the Addy video ad glossary. Addy is an AI agent that writes, renders and posts short-form video ads.