Hook
The opening seconds of a video that decide between watching on and swiping away.
Definition
The hook is the opening of a video, usually the first one to three seconds. It decides retention and therefore how far the platform distributes the post. In performance influencer marketing it is the single most frequently tested part of a creative.
Also known as: Opener, Video hook
Why the hook decides
Platforms judge early whether a video holds attention. A weak opening caps reach regardless of how good the rest is.
For partnership ads and spark ads the hook feeds straight into cost per result.
How to test it systematically
Several hook variants over an identical main section isolate the effect of the opening.
Measurement runs on three-second retention and cost per result, not on likes.
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