The product advertising glossary
What is Hook?
A hook is the opening idea that gives someone a reason to keep watching. It can be visual, spoken, written, or a combination of those elements.
By Drizzle team
A practical example
For a reversible tote, open on the bag turning inside out while the caption says “Two looks, one bag.” The next shot should make that promise clear.
How to use it
Judge whether the opening attracts the right buyer and connects to the rest of the ad. Attention that depends on an unrelated surprise can produce clicks without useful demand.
Put it in a creative brief
Write down the event, asset, or workflow you mean by Hook before sharing a brief or report. For campaign measurements, keep the source and reporting window with the number. For creative work, attach an example so the team can assess the same thing.
Explore the creative testing guide, calculate campaign results with the ad metrics calculator, or return to the glossary.