everybody's saying that you need to make ads with great hooks but how to actually do that we tested over 100 hook types and results are showing that getting the attention in the first couple of seconds is crucial to lowering your CPA I'll share stepbystep method to grab the attention and lower your results by getting better hooks plus I'll share five different winning types of hooks that you'd Implement in your ad account right away so let's dive in let's start by explaining why Hook is relevant and why hook or the creative is doing the targeting so
this is the most obvious example let's say you have a hook with a question that says going traveling abroad if you in your head reply yes Facebook is doing the instant qualification if you replied yes you're more inclined to watch the video If you're not planning to traveling abroad you're probably not interested in the video you're not going to continue to watch the video so even if you're targeting Broad and not targeting frequent Travelers by continuing to watching the video Facebook knows that you're someone who's interested in traveling and he's going to serve this ad
to more people that are going to go travel so this is what people say creative is doing the targeting I had a feeling this is something that I need to explain in this video before we stting hook types because this is super crucial for understanding why creative is doing the targeting and why Hook is important in your ads why we actually need to measure Hooks and how we can measure hook impact so better hook usually usually results in a better Thum stop ratio when you have better Thum stop ratio you usually have higher RWS so
we are measuring hook rate by dividing 3 second video view with Impressions so this tells us what percentage of people that view the ad watch at least 3 seconds of the video which we consider a hook obviously you can have a super click baity hook but I do not recommend that you could get hook rate of I don't know 50 60% but if it's not transitioning into rest of the video then you just have a click ba hook and not something that would actually keep the attention so although Hook is important don't make it irrelevant
to the rest of your video and don't make just make it always relevant to the problem you're solving solution or showcase your product as I mentioned make sure it's not click bait it because that would result in a lower hold rate I measure my hold rates a bit different to other people in the industry I measure it with through play divided with 3C video view most people measure it with through play divided by impression but for me doesn't make sense because that metric would then be inflated if you have a good hook this way for
hook rate I'm measuring the first 3 seconds and then the hold rate I'm measuring between third and 15 seconds this gives me a bit more data in analyzing first part of the video and the second part of the video so let's dive in what make great videos and showcase some of the examples I'm going to go in more details about each of these but question oddly satisfying shot reverse shot better interupt commun communicating the angle and definitely using the face I'm going to mention it using a face because using a closeup of a person's face
is something that in most cases get gets the attention especially in the skincare industry and this is some kind of correlated with the rise of the ugc what is important here is to have a hook of the person or to use a person or a Creator indiv video that is actually resembling your target audience it doesn't make sense to use a young lady if you're targeting Boomers and old people so make sure that your Creator is relevant to your audience but let's dive deep into uh each of the example the first is either asking the
question or saying if you're an X then why so for example so these types of hooks make instant qualification they spark the Curiosity people either want to know the answer to the rest of the video or they more inclined to watch the video so if you ask do you want to travel abroad if my answer is yes I more inclined to watch the video If you say if you are traveling abroad frequently then so if I'm the one who's traveling abroad I'm more inclined to watch the video so this serves an as an instant qualification
both for the users and both for for the Facebook because Facebook learns who to Target another Hook is a odly satisfying shot so this is something I saw success since uh the rise of Tik Tok because on Tik Tok we had a lot of videos those are like in perfect shapes in perfect patterns in repetition so people by Nature like order so when they see something like that it's interesting for them to watch but again make it relatable to the rest of your video don't just make like only satisfying hook of like putting a finger
in a cream but then like sell some shirts or something like that make it relatable to your product that you're selling hook number three is a reverse shot this is one ad from athletic greens I saw hook with the bottle coming out of the water so this again gets the attention why it gets the attention because it's something unex expected like you don't see that often like it kind of like defies the nature of physics that's why it works good I saw an example of a person jumping in the shoes so basically again this is
something that catches the attention because they showcase the person going off the shoes which is impossible so definitely if you have a chance if you have a product that can be filmed in this type of hook definitely suggest to do that the next is communicating the angle which again serves as a qualification when you want to communicate the angle you want to showcase either a problem or a solution in this case uh this is example with a problem so basically we have a neck hump and this is a problem when you see this you immediately
know what it is and you have this problem you're more inclined to watch the rest of the video besides that you can showcase the end goal of like not having a hump or something like that so basically you want to focus either on problem or on solution so this is a cheat sheet that I buil that uh helps to generate hook ideas based on the awareness stage if you know Eugene Schwarz and break through advertising you know there are like five types of awareness for example it doesn't make sense for you to showcase the benefits
of your product to someone who doesn't even know he has a problem so that's why you want to align your messaging to the level of the awareness audiences we can go through all of these in more details so for example stage one is unaware so Prospect is either not aware of their desire or need or want honestly admit it what type of hooks we need to use a hooks that are exploit a hidden fear or project or a result of a problem or accomplishment that Prospect identify with so that's why you see a lot of
those storytelling videos a lot of vsls working the best or even personal story advertorials in terms of the landing pages because you're transitioning someone who doesn't even know he has a problem through like telling a story of someone who had that problem then he found a solution so you're guiding him from from not knowing he has a problem to the fact that he acknowledged he has a problem and then he needs the solution so that's why Secret Story and journey hook types are working the best for this type of audience the next is a need
aware so prospect that has a need not a desire and I recognize that need immediately but does not realize the connection between the product and fulfillment of the need they don't have a niche to Sol here you want to agitate the pain confirm their suspicion remove their perceived limitation or introduce this uh new information very useful hook uh is the question hook which we mentioned to get them to identify or Proclamation the real reason why you cannot X so basically they know that something is bothering them but they don't know why and then don't know
what so this is what actually gets them to identify so you can actually sell them product then problem aware these are people that want solution to their problem but they don't know a solution already exist they want a product that does something but they don't know what the product is what it can do for them so here we want to call out the problem tease the solution we want to kind of like showcase problem solution this is like where you can use before Afters or we want to showcase transformation so here you can say how
to get rid of neck hump without pain or like without I don't know what's even bothering these people so you can see how the approach in terms of the hook and the whole video is different based on what level of the awareness they are the level number four is solution aware so Prospect is aware of available solution to their problem but is not fully aware or convinced that your product is the best solution so here we want to reinforce and expand on the benefits and the features of your product and you want to prove why
your product is the best solution so here uh you want to highlight benefits you want to compare your product to the inferior competitors and you want to showcase the end goal so here we want to showcase that your product is going to either do the thing more effectively it's going to save them time or it's going to save them money because it's cheaper or it so basically you want to highlight your unique selling proposition and why your product is better than the competitor one and the final stage is product aware so basically Prospect knows your
product and what they want they they just need to uh reason to act now so you want to give them that reason use your urgency scarcity special offers so basically you want to provide a guarantee or discount or some kind of promise or something that's why you see so many Brands offering lifetime guarantee or like 90-day free trial or stuff like that or ultimately they offer a discount so now that we cover hooks something that's relatable to this part of the video is something that I wanted to highlight as well besides the hooks here are
ad types that you can use based on the different funnel stage your audience is so basically if you want to reach new audience when you want to combine those hooks you should do um educational video product demonstration video or find Story video these videos should either focus on the problem show the inferior solution show the unique mechanism of your product how does your product actually works and showcase the transformation and the end goal you can see the tips of the overall video are similar to the tips of the hooks after that we have middle of
the funnel so we want to showcase ugc reviews ugc mashup testimonial video unboxing video so we want to focus on solution and benefits of your product we want to showcase real customers talking about the product because people value that social proof we want to showcase multiple testimonial mashed up together so people can understand there's a lot of people that actually try this product not just one person and we want to showcase genuine unboxing experience because people want to see how this feeling of getting this product would feel and look like after that we have ads
for bottom of the funnel so here we want to showcase objection handling videos reminders discounts and comparison so if someone has a problem like he doesn't know the answer like how does the product work what they need to do how they need to use it what's the shipping stuff like that those are all objection handling and reminders discount those are self-explanatory you want to address all the possible objections a prospect would have you can go through your comment section to understand why people are doubting this could be the product for them and you want to
address those either in comments or in your next ads you want to use scarcity and mention discount if this is something that's applicable to your product and you want to emphasize the guarantee your product has besides that we also have repeat customers so if you acquire someone there's a high chance you could sell to them again if your business this model allows that you can use thank you ad cross sell ads and reminders top up which is something useful for supplements and for skin care when people are buying something on a monthly basis in a
than you add you obviously want to just take them for a purchase they would feel special they would most likely buy from you again you want to sell them another product from your range so basically if they bought pants you can sell them a shirt or you want to remind them again if your product is appropriate for a repeat purchase this video is not something that you used to see from me in terms of the ads manager and the numbers but this is actually most crucial part in your ad if you want to work with
me if you're spending 50k a month on Facebook ads just book a call below if you're not on that level yet check this video with top videos uh from Dudi a nine figure brand that I manage and you can understand how all of this that I mentioned in the video reflects in one finished video see you guys
