10 Video Ad Hooks That Stop the Scroll (With Real Examples)

By Maylon, founder of Emerald Media & Marketing · November 3, 2026 · 2 min read

On Facebook, Instagram and TikTok, you have about one second to convince someone to stop scrolling. That first moment is called the hook, and it matters more than anything else in your ad. Here are ten hook styles that work for local businesses, with examples from videos we've made.

1. Call out your exact customer

Name the person you want to reach. "Self-employed? Want to buy a home?" instantly tells the right viewer this ad is for them. We used it in our ad for realtor Caroline Spears.

2. Ask a question they've been asked

"Were you told you need tax returns to buy a home?" works because many viewers have heard exactly that. See it in our Pat Hansell ad.

3. "Watch this before you…"

"Buying your first home? Watch this before you buy" promises useful information at a decision point. It's the hook for our Real Estate of America ad.

4. Lead with the news

If something changed, say it first. Why Not Burgerz' ad opens with "We finally found our set location," then closes on "Lehigh Valley, we're here to stay." See the ad.

5. Promise the outcome

"Showroom shine, no waiting around" tells you exactly what you get. That's the hook for our Drip N Detail ad.

6. Start with something satisfying

Foam on paint, a burger hitting the grill, a dirty surface getting clean. Visual hooks stop people before they've read a word.

7. Make them pick a side

"Wine or cocktail?" Viewers can't help choosing, which keeps them watching. Our choose-a-side street video is built entirely on this.

8. Rapid-fire questions

A quick question on screen makes people wait for the answer, then the next one. See our rapid questions with winery owners.

9. Invite them inside

"Step inside…" works for any business people want to see before they visit, like the Brookside childcare tour.

10. Give a straight answer

"Should you refinance right now?" followed by an honest answer earns trust. That's the idea behind our mortgage rates explainer.

Tips for writing your own hooks

• Say it on screen too. Most people scroll with the sound off, so put the hook in a caption.
• Cut the intro. No logos, no "Hi, I'm…" in the first second. Start with the hook.
• Test several. The same ad with three different hooks can perform very differently. That's one reason we make several ads every month.

Want hooks written for your business? We write every script for you. See how our video ads work.