Performance · 10 June 2026 · 8 min
Which hooks work in AI video ads on Meta and TikTok
Five hook types we see perform week after week in ads for online shops and brands. With examples and when to pick which.
The first two seconds of a video ad decide whether someone keeps watching or scrolls past. Only after that come your brand, your product and your offer. Below are five hook types that keep showing up in winning ads.
1. The direct product demo
Open with the product in use. No brand, no intro, no music. Just: here's what it does. Works particularly well for products with a clear function or transformation.
2. The unexpected line
A short sentence that sparks curiosity: 'this isn't what you think it is' or 'I bought this because…'. Works best when the line actually fits your brand; forced is instantly visible.
3. The close-up of texture
A slow-moving close-up of texture, material or movement. In skincare, food and fashion this often binds attention strongly.
4. The before-after
Two states side by side. Works for interior (empty room vs. styled), skincare (skin before vs. after care) or fashion (basic outfit vs. complete look).
5. The question to the viewer
A short direct question that's immediately relevant: 'when did you last buy a…'. Drives cognitive engagement and so longer watch time.
Keep track of which hooks consistently work for your audience and build on those. That's exactly what our ad engine is built for.
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