guide
Short-form ad hooks that work on TikTok, Reels and Shorts
Ten hook patterns, how to test them fairly, and how to keep text out of the UI.
Oct 20, 2026 · 1 min read
Hooks
The first second decides whether anyone sees the rest. Test hooks the way you'd test headlines.
Ten hook patterns
- Result first — show the outcome, then how.
- Problem callout — name the frustration in five words.
- Curiosity gap — "I didn't expect this to work."
- Social proof — a real number or review.
- Offer — lead with the deal.
- Demo — the product doing its job, instantly.
- Contrast — before and after.
- Question — one the audience is already asking.
- Pattern interrupt — unexpected motion or sound.
- Creator POV — a person talking to camera.
Test fairly
Change only the first two seconds between variants. Keep length, CTA and audience the same so differences come from the hook.
Mind the safe zones
Platform UI covers the right edge and bottom of vertical video. Keep captions and CTAs in the central area — use the safe-zone checker to verify.