How To Write An AD Hook

Welcome back to?#AnotherSocialAdsGuide. When writing AD Copy on a social ad, typically it is broken down into three parts. I call them The Hook, The Body & The Close. This article is a quick read on how to write a good hook. Where are matters in the audience conversion process? Also, how it changes based on different ad strategies.

What is a Hook? When scrolling, think about your own use of social media. It's safe to assume you stop scrolling for one of 3 reasons.

1. You know the poster and like its content often.
2. It's about a topic you feel comfortable with and want to be a part of the conversation.
3. The image, or video screenshot, was so powerful you stopped because it snagged your undivided attention ... for maybe 3 seconds.

Those 3 seconds are so important. After mentally consuming the content, one of two things normally happens. Your eyes scroll to the next post, or if you were intrigued by the graphic, your eyes go to the copywriting associated with the graphic.

The hook is the first 125 characters before the sponsored ad post forces a user to click "See More" to keep reading your copywriting. That 125 characters are The Hook.

So what does a good hook read like?

This is an example of an AD with only a hook and a Call to Action is within the hook.

This AD Copy is just enough that no "See More" is needed. So why show this example?

Well, the hook does a great job of using text formatting to help grab attention in a tasteful way. In addition, it also helps you push people to read more or take action.

There are things that need to be improved on in this ad but this one does a great job showcasing the purpose of a hook and how it can draw people to stay engaged.

The hook plays off of the message portrayed in the graphic. "Update your kitchen and pay less" seems to be the theme. The AD is about how this company does that.

Our next article will expand on this topic more by talking about how to build a body when doing ad copy.?Want to read it? Make sure to click the subscribe button and watch for the notifications to come in on weekday mornings.