# Video Ad Hook Optimization > Master the anatomy of high-performing video ad hooks — pattern interrupts, thumbstop tactics, and platform-specific formats. ## Hook Anatomy A strong hook does three things in under 3 seconds: 1. **Pattern interrupt** — visual or auditory surprise 2. **Promise** — hint at value or curiosity payoff 3. **Qualification** — signal this is for the viewer ## Hook Archetypes | Archetype | Example | Works when | | --- | --- | --- | | Question | "Still guessing which ad creative wins?" | Problem-aware audiences | | Bold claim | "We cut CPA 40% in 14 days" | Results-driven B2B/DTC | | Visual interrupt | Unexpected object / jump cut | Feed scroll environments | | Native/UGC | Selfie-style talking head | TikTok, Reels | | Demo-first | Product result in frame 1 | E-commerce, SaaS | ## Platform Tactics - **Meta Feed:** Sound-off. Bold on-screen text, no logo slates. - **Reels/TikTok:** Native pacing, jump cuts, face-to-camera. - **YouTube pre-roll:** Front-load value before the 5-second skip. ## Testing Framework 1. Keep one body, swap 3–5 hook variants 2. Name variants systematically 3. Optimize for ThruPlay or 3-second views during hook tests 4. Read thumbstop rate, not just CPA 5. Refresh hooks every 2–4 weeks at scale ## Related Tools - [Creative Quality Grader](/resources/tools/analyzers/creative-quality-grader) - [ThruPlay Rate Benchmark](/resources/tools/analyzers/thruplay-rate-benchmark) - [Meta Video Ad Creative Specs Guide](/resources/guides/meta-ad-creative-video-specs-guide)