# Hook

> The hook is the first second or two of an ad: the image, line or question that makes someone stop scrolling. If the hook fails, nothing after it is seen.

Common hooks are a bold claim, a question, a surprising visual, a problem the viewer recognizes or a demonstration that starts mid-action. The best ones say the ad's angle immediately.

## On eroq

In a video ad, Clap writes spoken lines that open with the hook, in your language; in a static batch, the headline plays that role.

## FAQ

### How long is an ad hook?

About the first one to three seconds, or the first line of text. It has to work with the sound off, so put it on screen as well as in the voice.

### Can I test hooks separately?

Yes: keep the rest of the ad identical and change only the opening, then compare how many people watch past the first seconds.

### What makes a hook honest?

It promises what the ad and the product deliver. Fake urgency, fake reviews and claims you cannot back hurt results and break platform policies.

## Related

- https://eroq.ai/glossary/selling-angle — Selling angle
- https://eroq.ai/tools/ugc-ad-generator — UGC ad generator

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