Speaker 1: Boring. Yawn. Seen it before.
A hand scrolls through a phone on a purple background. The first video shows a young woman talking with the caption "When your tea spilling and the tea walks by". The second video is a blank screen. The third is a Minecraft video with a tweet overlay. The fourth is a man doing a magic trick with the text "HA HA".
Speaker 1: Come on people, you gotta hook me in with something that stops me in my scroll.
A clip of comedian Hasan Minhaj gesturing with his hands.
Speaker 1: If you are searching for hook inspo for your Facebook, Instagram, or TikTok ads, then you're in the right place.
An animated graphic shows a timeline with four colored blocks. From left to right: a small blue block labeled "Hook", a medium purple block labeled "Intro", a long pink block labeled "Content", and a small green block labeled "Call to action". A circle appears around the "Hook" block.]
> [VISUAL: The logos for Facebook, Instagram, and TikTok appear on a dark blue background.
Speaker 1: Advertisers are using our platform Motion to analyze nearly $5 billion a year in ad spend.
A screen filled with company logos, including Huel, Caraway, VAYNERCOMMERCE, BOOMN, WPROMOTE, JONES ROAD, brandboostr., lilo social, FOXWELL, vuori, OUTPERFORM, and flightperformance. The Motion logo animates in the center.]
> [VISUAL: A number counter rapidly increases, stopping at "$5,000,000,000".
Speaker 1: Yes, that's billion with a B. And with all that money being spent and analyzed, we've curated our favorite 10 ad hooks being used by two of the best creative strategists using our platform.
A popular meme of wrestler John Cena in a suit, looking shocked and impressed in an audience.
Speaker 1: If you're not following Savannah Sanchez and Lachezar Voynov on LinkedIn, pause this video, click their links in the description. You're going to enjoy it.
A photo of Savannah Sanchez and a photo of Lachezar Voynov appear with their names underneath.]
> [VISUAL: A screenshot of the Motion website homepage. The headline reads "Ship more winning ads".]
> [VISUAL: The video pauses. An overlay appears at the bottom of the screen with links to the LinkedIn profiles for Lachezar Voynov and Savannah Sanchez.
Speaker 1: All right, 10 hooks is a lot to cover, so let's go ahead and dive into this.
A title card appears on a dark blue background. Text: "Chapter 1. 5 Ad hooks from Savannah Sanchez". The name "Savannah Sanchez" is highlighted in purple.
Speaker 1: First up is this is the blank hack no one wants you to know about.
On-screen text appears over the speaker: "This is the ____ hack no one wants you to know about".]
> [VISUAL: An ad plays in a small window next to the speaker. A woman holds up a bottle of perfume. On-screen text: "This is the perfume hack no one wants you to know". Audio: "This is the perfume hack no one wants you to know. It's called The Essence Vault. These are all inspired by luxury brands and smell identical to a ton of my favorites."
Speaker 1: Okay, I really like this one. It's a little cliche, but I think it does a great job for brands that are like up against a big competitor, like a Goliath in their industry, and they're attempting to capture a different market. So, good call out on this one, Savannah. I really like it. Next up, let's see the next one she has, which is, hey ladies, if your man is still blank.
On-screen text appears over the speaker: "Hey ladies, if your man is still ____".]
> [VISUAL: An ad plays in a small window next to the speaker. A man in a white polo shirt stands in a doorway. On-screen text: "HEY LADIES. if your man is still going out wearing flimsy collars and sweat stain prone shirts...". Audio: "Hey ladies, if your man is still going out wearing flimsy collars and sweat stain prone shirts..."
Speaker 1: I think you can easily swap this one out for things like, hey fellas, attention husbands, calling all wives, if you want to try to test with different personas. But I like this because you can easily attach a specific persona and grab attention to that segment that you're trying to speak to. All right, next up is number three. I sometimes shock statement, let me explain.
On-screen text appears over the speaker: "SHOCK STATEMENT" and "let me explain".]
> [VISUAL: An ad plays in a small window next to the speaker. A woman is holding a baby in a carrier. On-screen text: "I wear earplug around my baby 👀. Let me explain ☝️". Audio: "I sometimes wear earplugs around my baby."
Speaker 1: I think this is a great pattern interruption hook for products that are trying to maybe disrupt commonly held beliefs or maybe define a category. So, I like that one a lot. Number four, the ultimate blank I can't live without.
On-screen text appears over the speaker: "The ultimate ____ I can't live without".]
> [VISUAL: An ad plays in a small window next to the speaker. A red travel bag is shown on a bed. On-screen text: "The ultimate travel companion I CAN'T live without ✈️. The Foldie". Audio: "The ultimate travel companion I can't live without. This is the Foldie, or what I like to call..."
Speaker 1: Yeah, I think this one's a solid hook to capture like serious in-market buyers who want to learn more about specific features. So, if we think about that 95/5 rule, this ad hook is really great for the 5% of buyers who are ready to make a purchase. I bet this one actually has a solid CTR as well.
An animated graphic shows a blue bar with a small green section at the end. The blue section is labeled "95" and the green section is labeled "5". The number 5 and the green section are circled. Text appears: "Who are ready to make a purchase".
Speaker 1: All right, the last one from Savannah is, if you're a blank, you know the importance of a good blank.
On-screen text appears over the speaker: "If you're a ____, you know the importance of a good ____".]
> [VISUAL: An ad plays in a small window next to the speaker. A pregnant woman holds up a bottle of prenatal supplements. On-screen text: "If you're a momma to be, then you know the importance of a good prenatal supplement". Audio: "If you're a mama to be, you know the importance of a good prenatal supplement. That's why..."
Speaker 1: I think this last one is a great hook, again, for isolating your target audience, sifting out everyone this is not intended for, and then quickly being able to call out a pain point. That does a really nice job here. So, Savannah, bravo. These are all ingenious. I think I like most how this covers a nice spread of different products, everything from fragrance to clothing, supplements, more. Nicely done.
An animated graphic shows a crowd of white stick figures on a black background. Several figures in the center turn green, representing the isolation of a target audience.]
> [VISUAL: Three emojis appear next to the speaker: a perfume bottle, a pink dress, and a bottle of pills.]
> [VISUAL: A title card appears on a dark blue background. Text: "Chapter 2. 5 Ad hooks from Lachezar Voynov". The name "Lachezar Voynov" is highlighted in purple.
Speaker 1: All right, so it looks like the first one we have here is the different UGC faceless combo. Let's take a look.
On-screen text appears over the speaker: "The different UGC faceless combo".]
> [VISUAL: An ad plays in a small window next to the speaker. It starts with a four-way split screen of women holding a product. On-screen text: "These bath salts will change your life". It then cuts to shots of the product. On-screen text: "Meet the world's first all-in-one hydrogen peroxide bath treatment". Audio: Upbeat instrumental music.
Speaker 1: Yeah, I'm actually digging this one. I think there's a great opportunity here to test different amounts of UGCs on screen. So maybe two versus four versus eight UGC faces.
A graphic shows the speaker's face on the left, and on the right, a series of cartoon avatar faces appear, representing different UGC creators.
Speaker 1: Next up, we have UGC green screened pointing. This concept isn't entirely new, but let's take a look at it.
On-screen text appears over the speaker: "UGC green screened pointing".]
> [VISUAL: An ad plays in a small window next to the speaker. It shows a text message thread. A small green-screened woman appears at the bottom, pointing up at the text. On-screen text in messages: "OMG. GIRL. I'm obsessed with those candles from ENVIRONMENT". On-screen text from the woman: "This is the best candle I've ever brought 🙌". The ad then shows product shots of candles. On-screen text: "My Inspired by Designer Perfume Candle". Audio: "This is the best candle I've ever brought. My inspired by designer perfume candle..."
Speaker 1: I like this one a lot because she's green screened on a text thread that says, oh my god, girl. So, I think it's eye-catching. I bet they could test her reading things from the text as well, or maybe from notes, and having the voiceover match what you're seeing. Okay, next up we have number three, which is the super targeted caption with the slow zoom. Let's take a look.
On-screen text appears over the speaker: "Super targeted caption with the slow zoom".]
> [VISUAL: An ad plays in a small window next to the speaker. It's a slow zoom in on the cover of a book titled "The Pivot Year". On-screen text: "A book I will never stop recommending to those who want to grow 🌱". Audio: Soft, atmospheric music.
Speaker 1: All right, this is just a great combo of visuals, text, and audio. Not surprised that this one did so well. I really like this concept of slow zooming, keeping people engaged beyond the hook. So I bet that one has a nice hold rate. All right, let's go on to number four. Looks like it's emotional scroll stopper featuring crying girl.
On-screen text appears over the speaker: "emotional scroll stopper featuring crying girl".]
> [VISUAL: An ad plays in a small window next to the speaker. A young woman is on a couch, covered in a blanket with a dog, looking sad while reading a book. On-screen text: "4 BOOKS THAT WILL HEAL YOUR HEARTBREAK 💔". Audio: A sad, slow song plays. Singer: "Stay..."
Speaker 1: Okay, yeah, yeah. I've seen enough. So, this one for sure is, it's a pattern interrupt with heavy emotion, and it doesn't require a whole lot of cognitive load. It's a good mood setting, and bonus points on this one for having the dog. All right, lastly, let's look at Lachezar's side-by-side UGCs with funny matching caption voiceovers.
On-screen text appears over the speaker: "Side by side UGCs with funny matching caption voiceovers".]
> [VISUAL: An ad plays in a small window next to the speaker. It's a split screen showing the same man in two different dress shirts. On-screen text: "Ready for date night but your dress shirt makes you a joke". Audio: "Ready for date night, but your shirt makes you look like a joke."
Speaker 1: Yeah, I think what makes this one work so well is the contrast between an eager guy on camera and the sarcastic tone of the voiceover. Contrast creates really nice humor. Solid 10 out of 10. Lachezar, your ad hooks are epic. Well done, sir. These all stand out as successful, and the data doesn't lie. These are absolutely crushing for his customers. So, nice work all around.
A thumbnail of the split-screen ad appears next to the speaker. On-screen text: "Contrast creates really nice humour".]
> [VISUAL: A grid of the five ad examples from Chapter 2 is shown.]
> [VISUAL: On-screen text: "The data doesn't lie".
Speaker 1: Well, there you have it. 10 ad hooks that will definitely be worth testing in 2024. If you're looking for the easiest way to know if your ads are working, you need to check out Motion because it allows you to ship more winning ads through beautiful creative reporting that shows you exactly the metrics that you need to know in order to scale your creative, especially with those ad hooks.
A screenshot of the Motion website homepage with the headline "Ship more winning ads".]
> [VISUAL: A series of animated graphics show different features of the Motion platform, including creative reporting dashboards, charts, and collaboration tools.
Speaker 1: So if you want to use Motion for your campaigns, whether you're a creative strategist, media buyer, or brand owner, sign up for Motion for free by clicking the first link in the description of this video. And let us know what your favorite ad hook is. Maybe we didn't list it here. Link us to it in the comments.
On-screen text appears over the speaker: "Click the first link in the description".
