Best Facebook Ad Hooks for 2024 

Our creative analysts at MagicBrief have spent the day identifying the best Facebook ad hooks for 2024.

Why?

Because Facebook advertisers are always hunting for new and innovative ways to stop the scroll and engage users. With Facebook's average attention span shrinking - 2 seconds for desktop and 1.7 seconds for mobile - we wanted to find out which ad hooks could effectively grab user attention the fastest.

In this guide, we'll share the top-performing hooks of 2024, along with actionable templates and examples to help you craft compelling ads tailored to your audience.

What Is an Ad Hook on Facebook?

A hook is like the opening scene of a movie - it’s that moment when you decide whether to keep watching or move on. Similarly, a Facebook ad hook is the opening statement or image that makes users pause and pay attention to your ad.

Hooks are common across all media, but they’re especially critical in Facebook ads due to the platform's highly visual nature. People scroll through dozens of ads in seconds, so you need something that makes them stop and take notice.

A good hook doesn’t just stop users scrolling - it stirs emotions like curiosity, excitement, or surprise. Tapping into these emotions is key to driving action, which makes hooks a fundamental part of any successful Facebook ad campaign.

How Long Should Your Hook Be?

You’ve only around two seconds to win your audience over.

That's right, two seconds. And for mobile users, it’s even less! 

So your hook shouldn’t extend beyond this time. However, just because it's short doesn’t mean you should sacrifice clarity for brevity. It should always clearly convey whatever it is your ad is offering or promoting.

Remember, the best hooks respect the viewer’s time. So before you create your own, ask yourself: “Would this hook make me stop scrolling?” If the answer is yes, you’re on the right track. 

Facebook Ad Hooks that Are Trending in 2024

When creating a Facebook ad hook, use one or more of the specific elements below to structure and tailor your message for maximum relevance.

  • (TARGET AUDIENCE) – Who are you speaking to?
  • (DESIRED RESULT) – What dream outcome does your audience want to achieve?
  • (RELATED TO NICHE) – What relevant knowledge will your audience connect with?
  • (PAIN POINT) – What common problem is your audience facing?

By including at least one element (especially the pain point), you increase the chance of connecting with your audience. A great hook quickly identifies a problem or desire, offers a solution, and sparks curiosity. 

With that being said, let’s dive into the best Facebook ad hooks for 2024:

  1. Question Hooks

Humans are naturally curious, so asking a question taps into this instinct to grab attention. The trick is to ask a question that your target audience actually cares about. Keeping the components above in mind, here are a few  examples of question hooks:

  • "Are you an entrepreneur (TARGET AUDIENCE) looking to grow your business?"
  • "How would your life change if you achieved financial freedom (DESIRED RESULT)?"
  • "Tired of buying the wrong hair loss products (NICHE) that only work for a short time (PAIN POINT)?
  • "Did you know that there is a simple way to get rid of acne (PAIN POINT) without harsh chemicals (NICHE)?"

And so on. Remember to make the question compelling and relevant to your audience.

Want to see how industry-leading brands hook their audience (see what I did there)? MagicBrief's brand tracking Insight tool helps you discover your competitors' top-performing ad hooks, providing data-driven insights to craft campaigns that stand out. 

Learn which hooks they rely on and how they drive engagement, so you can stay ahead of the competition. Join MagicBrief today to use our wide suite of advertising features. 

  1. Number/Statistic Hooks 

Whenever you present a fact, backing it up with numbers and stats instantly boosts your credibility. Numbers can also sensationalise your hook, making it more impactful. Consider these examples:

  • "Discover ten secrets to freelance success."
  • "Join our 1 million happy customers who transformed their skin."
  • "Lose 15 pounds in a month with our program."
  • "Boost sales by 50% with our new strategy guide."

By incorporating numbers and percentages, we turn vague statements into concrete and measurable results. And when delivering any sort of promise, people are naturally drawn to numbers that sound realistic and achievable.

  1. Before and After Hooks

Before-and-after ads work because they show tangible, real results that viewers can envision. While fitness, and beauty brands typically adopt this hook, it can be applied to anything that offers noticeable transformations.

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  1. Gift and Unboxing Hook

Gift and unboxing hooks are great to watch. You get to watch the big reveal and how the recipient will respond. As an advertiser, using this hook creates a sense of anticipation and curiosity for potential customers.

Like any unboxing ad, you'll want to keep the product and brand front and centre. As the story unfolds and the gift receiver opens their package, the viewer will feel connected to that same feeling of joy and surprise.

  1. Results-based Hooks

Like the name implies, result-based hooks are all about results. This hook focuses on how your product can transform someone's life for the better. The goal is to paint a picture of their life after using your product or service.

Here are some examples:

  • "Ditch frizz for smooth locks with this natural serum."
  • "Transform your skin in 7 days with this regimen."
  • "Get your dream body without sacrificing your favourite foods."
  • "End back pain with our chiropractic services."

Remember that consumers want solutions, not products they'll toss in a drawer and never use. Letting them know how your product can positively impact their life is key to capturing their attention.

  1. List-based Hooks

List-based hooks offer quick, structured insights that promise immediate value. They're perfect for audiences looking for fast, actionable tips, and advice.

Examples:

  • "5 steps to double your ad conversions."
  • "3 ways to cut your ad spend fast."
  • "4 strategies top brands use for quick growth."
  • "3 mistakes hurting your lead generation."

You often see these types of hooks on longer-format platforms like Youtube or blog posts, where viewers have more time to consume the information.

  1. Reverse Psychology Hooks

Reverse psychology doesn't just work on kids, but also on your viewers. It plays on the human tendency to resist being told what to do, making it a powerful marketing tool.

Here are some examples of reverse psychology hooks:

  • I bet you can't pull off these advanced marketing strategies. Challenge accepted?                                                    
  • Don't buy this pre-workout unless you want to crush new PRs consistently."
  • Ignore this if you’re happy with your current skincare routine.
  • Don't click on this link if you're not ready to double your income in one year.

Use reverse psychology hooks sparingly and strategically, but don't overdo it. Overusing them can come off as annoying or insincere.

  1. Tension Hooks

Tension hooks build a sense of mystery or intrigue, making your audience eager to uncover the "hidden" truth. When creating yours, add words like "secret," "illegal," "dangerous," or "forbidden." They work wonders on creating a sense of urgency and standing out from competitors.

Some examples are:

  • "The dangerous truth about popular skincare brands no one is telling you."
  • "This one secret could completely change how you work online."
  • "Stop doing this one thing—it could be ruining your health."
  • "The forbidden strategy top marketers use to dominate the competition."

By dramatising the situation, you stir up unexpected emotions and force people to stop and pay attention.

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  1. Surprise Hooks

A surprise hook delivers something unexpected, catching viewers off guard. It could be humorous, shocking, or thought-provoking, but it is always disruptive enough to secure a second look.

Here are a few examples:

  • Everything you thought you knew about budgeting is outdated. Let me explain."
  • "Forget everything you know about sales—this new strategy changes everything."
  • You're paying twice as much as you should be for your household bills. Here's why."

These hooks work because they challenge the status quo and offer something new or unexpected. They force viewers to reevaluate their beliefs and consider a different perspective, making them more likely to engage with your content.

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  1. Rapid fire Q&A Hook

Rapid-fire replies address your audience's most common questions quickly and efficiently. This format works well on Facebook because users appreciate clear, concise answers.

You'll typically want to use these ad hooks for your retargeting campaigns since they're great at building social proof. Here are a few examples:

Here are some examples of rapid-fire Q&A hooks for Facebook:

  • "Rapid fire replies to the most asked questions on home renovation projects."
  • "Rapid fire replies to the top FAQs about our meal delivery service."
  • "Rapid fire replies to the most common questions about achieving better sleep with our products."

The brand will then answer the most common questions in rapid-fire fashion, showcasing their expertise.

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  1. Cliffhanger Hook

Cliffhangers is about using suspense to keep your viewers hooked until that big reveal. The idea is simple: tease just enough to spark curiosity and make them need to see what happens next.

Here’s how it works: you hint at something exciting, then delay the payoff until the very end of your ad. The longer they stay, the more Facebook’s algorithm sees your ad as high-quality, lowering your CPMs.

  • For a tech product: "Don’t scroll just yet—what’s coming next will redefine the future of smartphones."
  • For a fitness app: "Hang tight... this one change will revolutionise your fitness journey."
  • For a fashion brand: "What happens next will surprise you—watch till the end for an exclusive look at our new collection!"
  • For a food delivery service: "Find out why everyone’s talking about our fastest delivery yet—keep watching."

These examples make the cliffhanger more specific to different industries while keeping the suspense intact.

  1. Social Proof Hook

People are more likely to trust and buy from a brand if others have already done so. This is where you can incorporate social proof to speed up that trust-building process.

Social proof hooks use customer reviews, testimonials, or even influencer endorsements to reel in  potential customers. Seeing others positively interact with a product or brand can create trust and interest in viewers' minds.

For the best results, use social proof in your retargeting ad campaigns. It can often act as the final push a potential customer needs to convert.

  1. Demonstration Hook

Don't just tell viewers about your product in your hook - show them. And the more dramatic and engaging your demonstration, the better. It’s all about letting your product or service speak for itself, whether it'd be a car, gadget, or a cleaning product.

In the ad example below for Glam: AI Art Video Generator, the ad effectively shows how viewers can add awesome filters to their images or videos with just a few clicks.



Using AI, anyone can transform their plain photos into Halloween masterpieces in just a few seconds.

  1. Endless Scrolling Pain Point Hooks

This hook addresses the viewer’s frustration with endless scrolling while searching for the right product. It works especially well on platforms like Facebook or Instagram, where users constantly scroll.

For this type of hook, use a text overlay in a video where someone is scrolling through similar products. The text appears at key moments to speak directly to the viewer:

  • Overlay 1: "Still scrolling for the perfect product? Stop right here—we’ve got it."
  • Overlay 2: "Why keep scrolling when the answer is right before you?"
  • Overlay 3: "Stop scrolling and start saving—this is what you’ve been looking for."

This approach taps into the user’s behaviour, offering a solution at the moment of frustration.

Facebook Video Tips for Making Hooks

Use Auto-Generated Captions

According to an internal user behaviour study, Facebook discovered that simply adding captions to videos increased watch time by 12%. This is because many people watch videos on Facebook with the sound off, so captions allow them to still follow along.

Captions also make your ads more accessible to those who are deaf or hard of hearing, increasing your potential audience reach.

Use 'You' and 'I' to Be More Relatable

Using personal pronouns like 'you' and 'I' connects the audience to your message. It creates a sense of direct communication, making them feel like you're speaking directly to them.

For example:

  • "Discover how you can easily transform your photos into stunning artworks with Glam."
  • "Join today and I'll personally show you how to increase your online sales."
  • "With our new product, you can easily manage all your finances in one place."

Using these words also helps create a sense of urgency and exclusivity, encouraging viewers to take immediate action.

Don't Waffle - Be Specific and Concise

As mentioned, you want to get straight to the point in your hook. Don't waste time with long introductions or rambling on about irrelevant information.

Remember to include specific elements such as your target audience, pain point, niche and desired result in your hook. These details help to convey your point quicker and more effectively.

UGC is Still KING

Viewers want a face to connect with when watching ads, and user-generated content (UGC) offers exactly that. UGC is content created by customers or fans of your brand, showcasing real people using your product or service. And if they're using it, why shouldn't the viewer?

If possible, get influencers or loyal customers to create UGC for your ads. This adds social proof to your message, and can attract fans from their following as well.

Always Address a Pain Point

Social media viewers aren't always dwelling on their needs and wants. They're often just minding their business, scrolling through their feed for entertainment.

To grab their attention, you need to address a pain point they may not even realise they have. This can be anything from a frustration with daily tasks to unfulfilled desires.

By highlighting this pain point in your hook and offering a solution, you'll intrigue viewers and entice them to watch further.

Find Winning Hooks Your Competitors Are Using with MagicBrief

Join MagicBrief today and gain access to a database of successful ad hooks used by your industry competitors. Use this valuable information to inspire your unique, attention-grabbing hook that will set you apart.

In addition to finding winning hooks, you'll also have access to:

  • A social media ad library with over 5,000,000 ads from 25,000+ brands.
  • Advanced filtering options to find the perfect inspiration for your next campaign.
  • Creative analytics to track the most critical metrics for your Facebook ads.
  • Storyboard (Concept boards) and Creative Brief tools to help you plan and execute campaigns seamlessly.
  • Collaboration tools that allow your team to share feedback and refine ideas on your campaign in real time. And so much more!

Join MagicBrief today and make your next ad campaign a success!

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