# 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.

Canonical: https://use-addy.site/glossary/hook
Last updated: 2026-10-26

Also called: ad hook, opening hook

**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

- [Free hook generator](https://use-addy.site/tools/hook-generator)
- [Best TikTok ad hooks](https://use-addy.site/blog/best-tiktok-ad-hooks)
- [The first 3 seconds of a video ad](https://use-addy.site/blog/first-3-seconds-of-a-video-ad)
- [Hook rate](https://use-addy.site/glossary/hook-rate)
- [Thumb-stop ratio](https://use-addy.site/glossary/thumb-stop-ratio)
- [Hold rate](https://use-addy.site/glossary/hold-rate)
- [Creative testing](https://use-addy.site/glossary/creative-testing)