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Decoding the Jargon

Hook

Also called opening, scroll-stopper

Content creationTerm

The first one to three seconds of a video, or the opening line of a post, designed to stop someone scrolling past. If the hook fails, nothing else in the content gets seen.

Example

Meera's old Reels opened with her logo. Her new ones open with a question on screen: 'Can one kurta take you from office to dinner?' while the fabric swings in frame.

How you'll hear it

“Cut the logo intro; the hook has to land in the first second.”

Don't confuse it with

Hook rate: the hook is the creative opening; hook rate is the metric that measures how well it worked.
Headline: the written equivalent at the top of an article or ad.

Sources

Hook rate and hold rate: Facebook ads formulas and benchmarks, Vaizle Insights (Siddharth Dwivedi), 2026

Checked 1 October 2026. Examples use a fictional business; figures are illustrative.

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