The 6 Attributes of a Scroll-Stopping Hook

Want to know the single most important metric that will predict ad performance - from my 10 years of media buying on Meta? Hook rate.

Every winning ad starts with the same thing: a hook that makes someone stop scrolling.

You’ve only got 2–3 seconds to capture attention. If you miss that window, it doesn’t matter how great your product is, how sharp your landing page is, or how clever your offer is.

The good news? Strong hooks aren’t magic. They’re built from repeatable ingredients.

Here are the six attributes I look for in a hook that actually works (based on $50M in ad spend):

1. Pattern Interruption

People scroll on autopilot. Your job is to break that pattern.

• Fast motion, zoom, or an unexpected cut
• Bold text overlay that surprises or intrigues
• A creator looking directly into the camera with urgency

2. Immediate Relevance to the Viewer

You’ve got to make it instantly clear who this is for.

• “If you love mountain biking but hate overheating…”
• “Tired of your skin breaking out from deodorant?”

Talk directly to an identity or pain point. No warmup. Straight in. 

3. Visual Clarity

Most ads fail because they make you wait. Don’t.

• Show the product right away
• Close-ups of benefits in action
• Bold, high-contrast visuals that work even on mute

4. Emotion or Curiosity Trigger

Hooks work when they feel something.

• Surprise, humour, drama, or frustration
• “I couldn’t believe this actually worked…”
• Before/after shots shown in the first few seconds

If your hook doesn’t trigger an emotion, it won’t cut through.

5. Dynamic Energy

Static = death.

• Quick cuts and angle changes
• Subtitles or big kinetic text (since most people watch muted)
• Music that adds urgency — but never relies on it

The pace needs to match the platform.

6. Promise of Value

Always answer the unspoken question: “Why should I keep watching?”

• “Here’s the one mistake everyone makes when choosing ski gear…”
• “3 seconds to show you how we fixed overheating on the trail.”

Even if it’s implicit, there has to be a payoff in sight.

Final Word

The hook is 80% of the battle. Nail those first three seconds, and your ad actually gets watched. Miss it, and all your creative, targeting, and spend are wasted.

When I review ads for clients, I don’t start with CTR or ROAS. I start by asking: Does this hook make me stop scrolling?

If the answer is no, we have work to do!

x

Jessie

ps. I help a small group of founders get this right in their ad account - in intimate live group calls where we fix your ads together. Want to find out how it works? Book a call: