2x CTR With Hook Variations
The 3-Second Rule
In the modern reality of social-first advertising, you don’t have a minute to explain your value proposition. You don’t even have ten seconds. You have three.
If your Thumb-Stop Ratio (the percentage of people who stop scrolling to watch your video) is low, it doesn’t matter how good the rest of your video is. No one is sticking around to see the middle or the end. The hook is the most important lever you have for improving ad performance.
At People Say, we’ve found that the difference between a failing campaign and a scaling one often comes down to those first three seconds.
Why the Hook is the "Heavy Lifter"
The hook’s job isn't to sell the product; its job is to sell the rest of the video. It’s the only part of your ad that competes directly with the rest of the user's feed.
The Algorithm Connection: When your hook successfully stops the scroll, Meta and TikTok see that engagement as a signal of quality content. This leads to lower CPMs and better distribution.
The Pattern Interrupt: To stop a user, you must break their trance. This requires a pattern interrupt - something visual, auditory, or text-based that demands immediate attention.
The Science of Hook Variations
One of the biggest mistakes brands make is filming one "perfect" video and running it until it fatigues. When that ad stops performing, they assume the whole concept is dead. Usually, only the hook is fatigued.
By using our Building Blocks method, we create multiple Hook Variations for every single video. This allows brands to test different angles to see what resonates:
The Visual Hook: A creator doing something unexpected or visually satisfying.
The "Wait" Hook: Using text overlays like "Stop scrolling if you have [Pain Point]" or "I wish I knew this sooner."
The Reaction Hook: A creator’s genuine physical reaction to using the product for the first time.
How Hook Swapping Extends Creative Life
Testing hook variations is the most cost-effective way to lower your CPAs. Instead of commissioning a brand-new shoot, we simply swap the first 3 seconds of a high-performing "Body" with a fresh Hook.
This modular approach allows you to:
Find the Winner: Test different hooks against the same body to see which one delivers the highest CTR.
Combat Fatigue: When your winning ad starts to see rising CPAs, swap in a new hook to remix and "refresh" the asset in the eyes of the algorithm.
Broaden Your Reach: Use different hooks to appeal to different customer personas - one focused on "Problem/Solution" and another on "Aesthetic/Lifestyle."
Data-Driven Creativity
By treating the hook as a modular building block, we give our clients the ability to iterate rapidly and make data-backed decisions. We direct the entire process by providing the shot-lists and scripts necessary to ensure every hook variation is built for maximum impact.
Ready to stop the scroll and start converting? Speak to our data-driven UGC experts today.