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Hook

First 1-3 seconds of video that captures attention. Most critical element.

Related Terms in Creative

UGC
User-Generated Content. Authentic content from real users, not brands.
Safe Zone
Area of ad creative free from platform UI overlays.
Aspect Ratio
Width to height proportion. 9:16 vertical, 1:1 square, 16:9 horizontal.
Thumb-Stopping
Creative that makes users stop scrolling. Requires pattern interrupt.
Pattern Interrupt
Unexpected element breaking normal scroll behavior to grab attention.
Creative Decay
Gradual performance decline as audience fatigues on creative.
Refresh Rate
Frequency of introducing new creative to combat fatigue.
Dynamic Creative
Ads with interchangeable elements personalized per viewer.

METRIX — Advertising Intelligence Platform