Have you ever spent hours crafting the perfect ad or social media post, only to see it fall flat with little to no engagement? It’s frustrating, right? We’ve been there too.
As a digital marketing agency, we've seen firsthand how challenging it can be to get the right message to connect with the right audience. You pour your creativity and effort into a campaign, but sometimes, the hook just doesn’t work.
We’ve worked with countless clients who struggled with the same issue, and over time, we discovered that the key lies in testing different angles to find what really grabs attention.
From curiosity hooks to social proofs, we’ve experimented with them all. In this article, we’re going to dive into the hook strategies that have delivered results for our clients—and can do the same for you.
Let’s walk through six powerful hook angles that can transform your engagement and help your conversion rates.
The Curiosity Hook
People naturally want to know more when they're intrigued. A curiosity hook teases something just enough to make someone stop and think, “Wait, what happens next?”
Example:
“This one simple trick can save you hours every day—here’s how.”
When using this approach, you're playing into a natural human desire for closure—the need to fill in the gaps.
The viewer is left wondering, How do you do it? or What happens next? This feeling of curiosity compels them to engage with the ad by clicking, reading further, or watching a video.
It's a powerful tactic because people are naturally driven to seek answers when something piques their interest.
People are wired to seek answers when something piques their curiosity. This hook drives engagement because it taps into that need for closure, encouraging viewers to interact with your ad for more details.
The Problem-Solution Hook
This is a classic for a reason—it works. Identify a problem your audience faces, and offer your product or service as the solution.
Example:
“Struggling with sensitive skin? Our hypoallergenic cream could be the answer you’ve been looking for.”
The problem-solution hook works so well because it's relatable. Everyone has a problem they want to fix, and when your hook addresses that issue, people feel understood and seen. It’s a simple formula: you present the problem they’re facing, and then you show how your product or service can make their life easier.
PRO TIP: The key is to get as specific and as personal as you can. The more you understand your audience’s personal frustrations, the more likely they are to convert.
People want solutions that feel like they were made just for them, and when your ad delivers that, engagement naturally follows.
The Social Proof Hook
If everyone else is doing it, why aren't you?
The social proof hook works because, let’s face it, people like to know that others are happy with something before they commit. It’s that whole "If everyone else is doing it, maybe I should too!" mindset.
For instance, something like, “Join over 10,000 happy customers who’ve already switched to our eco-friendly shampoo!”
Not only does it show that your product is popular, but it also subtly suggests, "Hey, you don’t want to miss out on this great thing that everyone else is loving, do you?"
A few well-placed customer reviews, a solid rating, or a video from a happy client can go a long way. People want to feel confident in their buying decisions, and seeing proof that your product has worked for others is exactly what they need to pull the trigger.
We've actually done this with some of our clients—adding reviews and testimonials to their ads—and saw a difference. With this step, we saw a significant improvement in conversion rates (CVR) and a noticeable increase in add-to-cart actions.
These boosted engagement numbers gave us a solid pool for retargeting efforts, which led to even higher conversion rates in the follow-up campaigns.
What we’re trying to say is social proof hooks work because they tap into FOMO—no one wants to feel left out, especially when it looks like everyone else is in on something good.
At the end of the day, you need to make your product feel like the trusted option in a sea of choices.
The “Limited Time” Hook
Ever noticed how those “limited-time” offers seem to catch your eye more than the regular promotions? That’s no accident. The “limited time” hook is a powerful strategy in marketing, and here’s why it’s worth testing in your campaigns.
Think about it: when you see an offer that’s about to expire, a little alarm bell goes off in your head. A signal indicating that if you don’t make the purchase now, you could miss out on a once-in-a-lifetime deal. A little dramatic, I know, but it happens!
For example, look at this hook: “Last chance! Get 50% off our best-selling sneakers before midnight tonight.”
It’s beyond a regular sale; it’s a ticking clock, adding a layer of excitement and pressure to act fast.
Why Urgency Works
So why does this approach work so well? It all comes down to human nature.
We’re wired to avoid missing out on opportunities. When faced with a deadline or a scarcity, we don’t want to be the ones who regret not taking action sooner. This fear of missing out (FOMO) drives immediate action because it taps into our desire to seize a good deal before it’s gone.
So, next time you’re crafting an ad or promotion, think about how you can inject a little urgency!
“Did You Know” Hook
“Did you know that the average person uses about 167 single-use plastic bottles every year?”
That surprised you, didn’t it?
As you can see, the “Did You Know” hook focuses on grabbing attention with surprising or lesser-known facts. You know how every time you learn a fun tidbit of trivia, it makes you go, “Wow, I didn’t know that!”?
It’s exactly like that.
Using this hook is especially effective when highlighting a unique selling point of your product or service.
For example, if you’re promoting a high-tech air purifier that eliminates 99.9% of allergens, you could use a hook like, “Did you know that most standard air filters only capture about 70% of airborne allergens? Our air purifier goes beyond that, capturing 99.9% for cleaner, healthier air!”
Sharing facts like this emphasises what makes your product better and helps customers understand the benefits. It encourages them to make a choice that improves their well-being while providing real value.
The Question Hook
Have you ever found yourself pausing over a simple question that seems to cut right to the heart of your daily challenges?
Imagine you’re promoting an app designed to simplify morning routines. Instead of listing features and benefits, you could kick things off with, “Do you ever wish you could save more time during your daily, hectic mornings?”
In this case, the question doesn’t just throw out an idea; it makes people reflect on their own experiences. They start to think about how often their mornings are rushed and how much they crave a bit of extra time. The goal is to make your product seem like the ideal answer to their problem.
PRO TIP: Try experimenting with different question angles, you can see which ones prompt the most engagement and lead to more conversions.
Don’t Just Stop Here!
Now that you’ve got a few ad hook angles in your toolkit, the next step is testing.
No two audiences are the same, so the key to unlocking better engagement is finding which hook connects best with your target demographic.
Test multiple angles at once and monitor engagement metrics such as click-through rates (CTR) and conversions to see what’s working.
TAKE NOTE: Don’t set it and forget it. Ad fatigue is real, so keep an eye on your performance and switch out hooks regularly to keep things fresh.
SO, WHERE DO YOU FIND THIS PARTNER?
Well, aren’t we glad you asked! We at DigiCom are obsessive data-driven marketers pulling from multi-disciplinary strategies to unlock scale. We buy media across all platforms and placements and provide creative solutions alongside content creation, and conversion rate optimizations. We pride ourselves on your successes and will stop at nothing to help you grow.
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