Curiosity hooks
for short-form video ads
Open a loop the viewer feels compelled to close. The strongest scroll-stopper on TikTok, Reels and Shorts when done well. Use when your product has a non-obvious benefit, an unusual ingredient, or a surprising mechanism of action.
When curiosity hooks work best
Use when your product has a non-obvious benefit, an unusual ingredient, or a surprising mechanism of action.
Test 3–5 of these against your existing winner. Keep the body and CTA constant, vary only the first sentence — that's the cleanest way to attribute lift to the hook itself.
Definitions
Browse hooks by category
Curiosity Hooks
Open a loop the viewer feels compelled to close. The strongest scroll-stopper on TikTok, Reels and Shorts when done well.
Problem-Agitate Hooks
Name a painful, specific problem your customer recognises in the first second. They keep watching because they need the solution.
Stat-Drop Hooks
Lead with a precise, surprising statistic. Numbers feel concrete and credible, especially when paired with visual proof.
Social-Proof Hooks
Lean on what other customers are saying or doing. Borrowed credibility is the cheapest way to overcome skepticism.
Direct-Promise Hooks
Tell the viewer exactly what they get in plain language. Works when the offer is genuinely strong on its own.
POV Hooks
Frame the video as a moment in someone's life. Native-feeling on TikTok and Reels because it matches how organic creators speak.
Question Hooks
Ask a tight, specific question your audience already wonders about. Engaging without feeling pushy.
Controversial Hooks
Stake out a strong, polarising position the audience didn't expect. Use sparingly — high reward but easy to misfire.
Browse hooks by industry
Beauty & Skincare
Hooks for skincare, haircare, makeup and cosmetics ads on TikTok, Reels and Shorts.
Fashion & Apparel
Hooks for clothing, accessories, jewelry and footwear brands — DTC and ecommerce.
Health & Supplements
Hooks for vitamins, supplements, wellness and health products. Make claims you can substantiate.
Fitness & Gym
Hooks for fitness apps, workout programs, equipment, athleisure and coaching.
SaaS & Apps
Hooks for software products, mobile apps, productivity tools and subscription services.
Food & Beverage
Hooks for snack brands, drinks, meal kits, restaurants and food delivery apps.
Home & Lifestyle
Hooks for furniture, home decor, kitchen products, cleaning and home improvement.
Pets
Hooks for pet food, toys, supplements, training and accessories.