Video hooks · 5 min read

Start here: a hook has one job

A hook earns the next second by making a specific promise. Everything else in the ad is there to keep that promise.

A promise, not a vibe

“Cool energy” is not a hook. “This used to take an afternoon” is. The viewer should be able to guess what they will see next.

Match the mechanism to the audience

Curiosity works when the answer is satisfying and close. A problem hook works when the viewer already feels the pain. A reaction works when the result is visual. Pick the mechanism, then the line.

Where to go next

If you need lines for short-form apps, read the short-form hook notes. If the product is a workflow, read the SaaS notes. If you are ready to compare versions, use the testing loop. The library is there when you want a face in front of a demo you already have.