Why these five formats
Across the campaigns we run, the same five hook formats keep outperforming. None of them are about the brand: each one works on a specific scrolling instinct, and the product comes in after the hook has done its job. We go through each format in detail in five hooks that consistently outperform on Meta.
Use them as angles, not scripts
Hooks written by brand teams tend to sound like ads. Hand creators three or four of these as starting angles and let them say it in their own words. That's also how we write briefs: outcomes, not lines. See how to brief a UGC creator.
How to test them
- Pick two formats and write three variations of each.
- Shoot one video, then cut six versions with different first three seconds and an identical body.
- After two weeks, put spend behind the winning hook, then test two new formats the next month.