Platforms decide whether to keep serving your ad based on early engagement, and viewers decide whether to keep watching in under three seconds. The hook isn’t the intro to the ad — it is the ad.
Most paid social budgets are spent on people who never make it past the opening frame — hook rate is the single highest-leverage number in the account.
Pull your five most recent ads and watch only the first three seconds of each, sound off. If you can't tell what the ad is about or why to care, rewrite the open before touching anything else.