We've tested over 100 hook types over the past 6 months and the results show that improving the hook can drastically improve your CPA. So here are 5 hook patterns you can use to make a great video hook and lower your CPA:
1. Asking the question >usually sparks the curiosity inside prospect's mind People want to know the answer, so they tend to watch the video to find out an answer >Another way is to ask a question on which they will say YES It gets user to identify and acts as a qualification
2. Oddly satisfying shot Just think of all those Tiktok videos you watched It’s in human nature to like patterns, symmetry, and repetition TIP: don’t just throw a random shot, make it relatable with the rest of your video
3. Reverse shot Similarly to oddly satisfying, the reverse shot captures the users' attention. Why? Because something unexpected is happening > person jumping in reverse > opening the product > water slash are just some of the examples
4. Pattern-interrupt Because of Tiktok, attention span is getting shorter and it's crucial to capture the attention ASAP No matter how good the video is, if the hook is bad, nobody will see it
Show your product being used in an unexpected way or in a random environment It would get users slightly confused, and they would like to know what’s actually happening
5. Communicating the angle Again, this serves as a qualifier Considering the angle is doing the targeting nowadays, this is a pretty powerful way to test variations TIP: Mention the problem user could be having or the end goal they could achieve
BONUS 1: Since the rise of the UGC, a close-up shot of a person’s face works great for us, both as a thumbnail and a hook TIP: Use the face of a person that resembles your customer avatar. It increases the chance of a user stopping at your video
BONUS 2: > Using sticky notes with the message written is also often a good performer > Shock and disgust (tied to your problem) But make sure to maintain balance and not push your customers away by overdoing it DISCLAIMER: not all hooks are mine, I just showcased the pattern
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@IstvanicMarin Saving this 🔥
@IstvanicMarin 6. Unique camera angles for better pattern interruption. Upside down, from a ceiling fan, Starting video with setting the camera up etc... we've seen these work really well lately, as everyone is accustomed to Talking head scenes.
@RobertPaidAds Nice addition. Ceiling fan is great one, I'll have to try others, thanks for sharing
@IstvanicMarin Thanks as always for sharing!
@IstvanicMarin Do you make an extinction between the "scroll stopper" (the video fragment) and the "Hook"(message/text) Or do you see a hook as just the starting shot + the message?
@pvanmoll I know some people do, but I don't I make both text and video different, and I call both things Hook
@IstvanicMarin who tf approved the 4th ad ? Tiktok ad approval guy about to get fired 🤣
@IstvanicMarin Hook = half the battle won
@IstvanicMarin @memdotai mem it