Hooks in Ads

Coffee Time with Bruno, Chris and Tim

Episode 05

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Tim:

There are lots of different types of hooks. There are sort of visual hooks where someone like slides into the camera. There are special skills. Someone does like a backflip, super attention, you know, grabbing. There's also things like the phrases that really stop someone's attention. Like, "My God, you've got to see this," or "Do not scroll any further," or those kinds of attention-grabbing, thumb-stopping hooks. And in fact, any of the UGC subtypes can have different types of hooks, and I think that's an important part of creating good UGC content. You want to experiment with different hook types.

Bruno:
I just want to say there's a bunch of visual hooks that are like no text, but just something really fast going to the screen and then it's transition to the gameplay. And yeah, it's...

Tim:
...the satisfying hooks, like some kind of jelly being squeezed or something like a hydraulic press or glass shattering perfectly, or those kind of random things.