Turn a product into scroll-stopping video hooks

A hook is the first 2–3 seconds, and it decides whether anyone sees the rest. TikTok: say the value in 3 s, finish the hook by 6 s (90% of ad recall happens in the first 6 s). Meta: a hook delivered through both picture and sound gives 1.5× the purchase intent. Billo's H1 2026 average Meta hook rate (3 s views ÷ impressions) was 25.44%: Health & Beauty 28.1%, Apparel 22.9%, Pets 21.3%.

But a hook only has to stop the right people. Barry Hott scaled ads with hook rates under 15%, and an ad with a 39.5% hook rate but 14.3% hold still burned money. Relevant beats loud. The hook must lead into the product.

1. Inputs (ask once)

• The product and the one thing it visibly does
• The buyer and their exact words about the problem (reviews, comments, Reddit). Copy phrases word for word.
• Where it runs (TikTok Shop, TikTok ad, Meta ad, organic) and what is provable

2. Write each hook as three layers