I tested over 1000 ads. Here are the hooks ACTUALLY making MONEY

Summary

This video provides a comprehensive guide on effective ad hooks for Meta Ads, highlighting strategies tested on over 5,000 ads. It explains the importance of targeting users higher up in the funnel, using hooks like the 'investment hook', 'scam hook', and emotional triggers. Key to success is the combination of visual, sound, text, and vibe hooks within the first 3 seconds. The video also dives into the effectiveness of founder and partnership ads, as well as creative strategies such as POV and inaction hooks. The video aims to equip advertisers with high-performing, scalable ad techniques.

Takeaways

• 😀 Understand the importance of targeting higher up in the funnel with content for scalability on Meta ads, thanks to the new Andromeda algorithm.
• 😀 Investment hooks can be powerful—highlight the time or money invested by users before finding your product or service, creating trust and connection.
• 😀 Leverage YouTube and TikTok Shop trends to inspire ad content, as both platforms excel at direct response marketing.
• 😀 The 'scam' hook is highly effective due to its ability to trigger loss aversion and create curiosity, making users want to resolve the tension of whether the product is truly a scam.
• 😀 A successful hook must include a combination of four elements: text overlay, sound, visuals, and vibe, all within the first three seconds of the video.
• 😀 Visual hooks can be more impactful than verbal ones. Using clips like drips, surreal art, or explosions can help stop users and grab attention.
• 😀 The 'give me time' hook works well by asking viewers to commit to upfront time, resulting in higher engagement and better hook hold rates.
• 😀 'POV' hooks paired with strong trigger words like 'hate' are highly effective in sparking curiosity and strong emotional responses.
• 😀 For founders' ads, showing why the founder built the company and including a personal introduction from them helps to build authenticity and trust.
• 😀 Partnership ads, when executed with inaction or emotional hooks, help brands scale by blending seamlessly into creators’ content, making ads feel more organic.

Q & A

Why is it important to target users higher up in the funnel for scalable ads?

With Meta's new Andromeda algorithm, targeting users higher up in the funnel has become essential for scalability. Users at this stage may not yet be aware of the solution your product offers, but creating content that resonates with them leads to better long-term conversions.

What is an 'investment hook' and why is it effective?

An investment hook explains the time or money someone invested to find a solution, which is your product or service. It works because it creates trust by showing that the creator or brand has undergone a similar journey, making the customer feel like their experience is validated.

How can you use customer reviews to create effective investment hooks?

By uploading a CSV of customer reviews and identifying failed attempts users made before finding your product, you can pinpoint relatable struggles. This helps craft hooks that resonate with potential customers facing similar issues.

Why is the word 'scam' effective as a hook in advertising?

The word 'scam' triggers strong emotional responses, such as loss aversion and curiosity. It creates tension and compels users to keep watching to resolve the doubt of whether the product is truly a scam.

What are the four key elements of a successful video hook?

The four key elements are: the text overlay hook, the sound hook, the visual hook, and the vibe of the hook. Each of these elements plays a role in immediately capturing the viewer’s attention within the first three seconds of the video.

How does the visual hook impact ad performance?

Changing the visual hook can have a more significant impact on performance than the text or verbal hooks. A good visual hook demonstrates the product or idea rather than just telling about it, which is more engaging and impactful.

How can Story Blocks be used to enhance video hooks?

Story Blocks provides a wide range of video clips that can be used to inject engaging visual elements, such as drip content, surreal art clips, and explosion clips, to make the content more dynamic and eye-catching.

What is a 'give me time' hook, and why does it work?

'Give me time' hooks ask the viewer for an upfront commitment to either entertain or educate them, which increases the likelihood they will stay engaged. These hooks lead to higher retention rates because users feel they have already committed to the content.

Why are 'POV, you hate X' hooks effective?

'POV, you hate X' hooks use relatable emotional triggers by making the viewer imagine themselves in a situation where they dislike something. This taps into strong emotions and draws attention by focusing on universal experiences and frustrations.

How can founders' content improve ad performance?

Founders' content tends to be more relatable and authentic, making it resonate with audiences. Sharing the story behind the brand and introducing the founder helps humanize the company, making it more approachable and engaging. Additionally, adding the founder's name and title in text overlays boosts performance.

What role do partnership ads play in Meta's advertising strategy?

Partnership ads, especially those with creators or influencers, are vital for scaling on Meta. They allow for organic, relatable content that doesn’t feel like a traditional ad. Such ads can also be cost-effective as they can be run alongside founders' content or via other collaborations.

How do 'inaction' hooks work in partnership ads?

'Inaction' hooks place creators in their everyday environment, showing them performing normal activities like getting in the car or doing tasks. This approach prevents the content from feeling like a traditional ad and makes it feel more authentic, blending seamlessly into the creator’s regular content.

Why are emotional hooks such powerful tools in advertising?

Emotional hooks create strong reactions from the audience, either through surprise, empathy, or shock. When people witness a highly emotional moment in a video, they are more likely to engage and watch the entire ad to understand the story behind it.