Hooks that decide in the first 3 seconds
In short
A hook has four layers: visual break, concrete claim, tension and the prospect of payoff. Serving only one layer loses attention early. Hook work is the cheapest lever in performance creative.
Four layers
- Visual break: motion, place, proximity
- Claim: concrete, checkable, risky
- Tension: an open question
- Payoff: the prospect of an answer
Patterns that hold
- Contradict the expectation
- A concrete number instead of an adjective
- Address one specific case
- Show the before state, do not claim it
Related service
UGC videos for TikTok, Reels and Shorts
UGC videos are creator-shot assets that look organic and work as ads. ViralBP develops hooks and angles, casts creators, manages production and delivers ad-ready cuts including subtitles and format versions.
FAQ
How many hooks per video should you test?
Three to five variants per angle. Fewer gives no signal, more spreads budget too thin.
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