Marketing glossary
What is Hook?
Hook: The first one to three seconds of a video (or first line of a post) designed to stop the scroll and make people keep watching.
Strong hooks create curiosity, promise value, or show something surprising. Because hooks drive watch time, testing several hooks for the same video is one of the fastest ways to improve performance.
Related terms
- Engagement RateThe share of people who interact with social content (likes, comments, shares, saves) relative to reach, impressions, or followers.
- Spark AdsA TikTok ad format that promotes existing organic posts, from your account or a creator’s (with permission), as ads.
- UGC (User-Generated Content)Content created by customers or creators rather than the brand, such as reviews, unboxings, and testimonial videos.