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.
- CuriosityI tried this for 7 days and didn't expect what happened.
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- CuriosityThe reason your skin breaks out has nothing to do with your face wash.
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- CuriosityMost people use this completely wrong.
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- CuriosityThere's a reason your favourite creators won't show this on camera.
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- CuriosityIf you've ever wondered why nothing seems to work — watch this.
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- CuriosityThis is the one ingredient dermatologists actually use on themselves.
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- CuriosityBig brands hate that this exists.
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- CuriosityWhat happens in 30 days will surprise you.
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- CuriosityWatch this before you buy another one.
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- CuriosityI almost returned it. Then this happened.
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- CuriosityThere's a glitch in the supplement industry — and we found it.
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- CuriosityWhy your trainer never tells you this.
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- CuriosityThe truth about why your team is slow.
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- CuriosityYour dog is begging for this and you don't even realise.
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- CuriosityIf your coffee tastes off, it's not the beans.
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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.