In context
Hook examples: 'POV: your iPhone just hit concrete' (first-person urgency). 'I spent $12,400 on Meta Ads — here's what I learned' (specificity + curiosity gap). 'Stop scrolling if you run Meta Ads for DTC.' (direct call-out). Each works for a specific Persona × Awareness combination.
Why it matters
- Hooks are the single biggest lever on hook rate and therefore CPM.
- Pattern-interrupt visuals beat polished production almost always for cold.
- A PDA framework produces 8 distinct hooks, not 8 hooks for the same angle.
Related terms
Frequently asked questions
What makes a good Meta hook in 2026?
Specificity + pattern-interrupt + on-angle. Avoid 'Are you tired of…' — it's blown-out.
How many hooks should I test?
8-12 per product, each on a different PDA angle. Same hook mass-produced = weak.
Text hook vs visual hook?
Combine both — visual handles the scroll-stop, text handles the comprehension.